基于电商直播平台的社会临场感、感知信任与购买意愿研究  

Research on Social Presence,Perceived Trust,and Purchase Intention Based on E-commerce Live Streaming Platforms

作　　者：李莉 Li Li(Nanjing Audit University Jinshen College,Nanjing,210000,Jiangsu)

机构地区：[1]南京审计大学金审学院,江苏南京210000

出　　处：《中国商论》2024年第23期56-60,共5页China Journal of Commerce

基　　金：江苏省2023年度高校哲学社会科学研究一般项目“直播电商消费者行为意愿的影响路径和机制研究”(2023SJYB 0696);南京审计大学金审学院教育教学研究课题项目“数字化转型背景下产教融合型市场营销课程教学模式创新研究”(JSJYZD2303)。

摘　　要：近年来,网络直播迅速走红,已成为电商市场常态化的营销方式和销售渠道。本文以社会临场感为理论基础,以SOR为理论模型,对电商直播平台消费者购买意愿进行研究,分析社会临场感、感知信任以及消费者购买意愿之间的关系。通过调查问卷的方式收集数据,利用SPSS和AMOS等软件进行统计分析和假设检验。研究发现:(1)社会临场感的三个维度(意识临场感、情感临场感、认知临场感)都正向且显著影响消费者的感知信任;(2)社会临场感中只有意识临场感直接正向显著影响购买意愿,情感临场感和认知临场感对持续购买意愿没有直接影响,但可以通过感知信任这一中介变量产生联系;(3)感知信任在意识临场感、情感临场感、认知临场感对消费者购买意愿中发挥中介作用。本研究对电商直播营销相关领域的发展具有一定的实践指导意义。In recent years,live-streaming on the internet has rapidly gained popularity and has become a common marketing approach as well as a sales channel in the e-commerce market.Based on the theoretical foundation of social presence and employing the Stimulus-Organism-Response(SOR)model,this paper conducts research on consumers'purchase intentions on e-commerce live-streaming platforms,exploring the relationships among social presence,perceived trust,and consumers'purchase intentions.Data was collected through surveys,and statistical analysis and hypothesis testing were performed using software such as SPSS and AMOS.The research findings are as follows:(1)All three dimensions of social presence—awareness social presence,affective social presence,and cognitive social presence—positively and significantly influence consumers'trust.(2)Among social presence,only awareness has a direct and significant positive impact on purchase intentions.Affective social presence and cognitive social presence do not directly infl uence purchase intentions but can be linked through the intermediary variable of trust.(3)Perceived trust serves as an intermediary in the infl uence of awareness,affective social presence,and cognitive social presence on consumers'purchase intentions.This research has certain practical and guiding significance for the development of related fields in e-commerce live-streaming marketing.

关 键 词：电商直播 社会临场感 感知信任 购买意愿 消费经济 

分 类 号：F740[经济管理—国际贸易]