达人主播直播带货对消费者购买意愿的双路径影响——基于SOR及ELM模型的分析  

The Dual Path Effects of"Celebrity Anchor"Live Streaming on Consumers'Purchase Intention:Based on SOR and ELM Analysis

作　　者：郑亚琴[1] 陈慧娴 郑宇晨 ZHENG Ya-qin;CHEN Hui-xian;ZHENG Yu-chen(Anhui University of Finance and Economics,Bengbu Anhui 233030,China;Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]上海财经大学商学院,上海200433

出　　处：《铜陵学院学报》2024年第5期15-21,共7页Journal of Tongling University

基　　金：国家社会科学基金项目“‘新零售’场景下‘达人主播’直播带货影响因素及协同机制研究”(20BGL281)。

摘　　要：文章基于SOR模型和ELM模型,研究了达人主播直播带货营销对消费者购买意愿的影响机理。该研究发现,消费者购买意愿通过中心路径和边缘路径被影响,中心路径因素为信息质量和促销激励,而边缘路径因素为达人主播的专业性、知名度和社会临场感。此外,消费者的感知信任和感知价值对其购买意愿具有显著正向影响,并在不同因素之间起中介作用。本研究结果提供了一个包括感知信任和感知价值双路径的中介影响模型框架,为未来研究该领域提供了新的思路和实证基础。This paper investigates the mechanism of the influence of live streaming marketing by celebrity anchors on consumers'purchase intention based on the Stimulus-Organism-Response(S-O-R)model and the Elaboration Likelihood Model(ELM).It finds that consumers are influenced through the center path and the edge path,with the center path factors being information quality and promotional incentives,and the edge path factors being the professionalism,popularity,and social proximity of the celebrity anchor.In addition,consumers'perceived trust and perceived value have a significant positive effect on their purchase intention and mediated between the different factors.The findings provide a dual-path modeling framework including perceived trust and perceived value,which provides new ideas and empirical foundations for future research in this area and provides a reference for celebrity anchors and merchants to enhance consumers'shopping experience.

关 键 词：直播带货 达人主播 SOR理论 ELM模型 购买意愿 

分 类 号：F713.36[经济管理—产业经济]