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作 者:刘玉奇[1] 张晓芸 王强[2] LIU Yuqi;ZHANG Xiaoyun;WANG Qiang
机构地区:[1]北京物资学院 [2]中国人民大学商学院
出 处:《价格理论与实践》2024年第4期153-157,226,共6页Price:Theory & Practice
基 金:北京市社会科学基金项目《北京市生鲜农产品保供稳价机制完善研究》(22JJA007)。
摘 要:当前,全民直播时代已经到来,直播购物成为消费者购物的重要渠道,直播过程的互动和交流是主播与消费者社会资本建构的重要方式。本文基于社会资本理论视角,研究主播特性对消费者购买意愿的影响。通过问卷调查收集数据,利用SPSS和AMOS软件进行数据分析和假设检验。结果表明:主播的专业性正向影响认知资本、结构资本和关系资本;主播的互动性正向影响结构资本、关系资本;结构资本和关系资本显著正向影响消费者的购买意愿。基于此,电商直播平台运营方应培养主播特性,建立主播与消费者多元化沟通渠道,提升消费者对主播的信任,进而提升消费者购买意愿。In the current era of widespread live streaming,live shopping has become an important channel for consumer purchases.The interaction and communication during the live streaming process are significant ways for anchors to build social capital with consumers.Based on the perspective of social capital theory,this article studies the impact of anchor characteristics on consumer purchasing intentions.Data was collected through a questionnaire survey and analyzed using SPSS and AMOS software for hypothesis testing.The results indicate that the professionalism of the anchor positively influences cognitive capital,structural capital,and relational capital;the interactivity of the anchor positively influences structural capital and relational capital.Furthermore,structural capital and relational capital significantly and positively impact consumer purchasing intentions.Based on these findings,e-commerce live streaming platforms should develop anchor characteristics,establish diverse communication channels between anchors and consumers,enhance consumer trust in anchors,and thereby increase consumer purchasing intentions.
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