电商AI主播特征影响消费者购买意愿的机制--基于技术感知与社会互动双重视角  

Influence of AI Streamer Characteristics on Consumers’Purchase Intention in Livestream Commerce-from the Dual Perspectives of Technology and Society

作　　者：李茸 马宝龙[1] 张鹏[1] 高学敏[2] LI Rong;MA Baolong;ZHANG Peng;GAO Xuemin(School of Management,Beijing Institute of Technology,Beijing 100081,China;School of Economics and Management,Yan’an University,Yan’an Shaanxi 716000,China)

机构地区：[1]北京理工大学管理学院,北京100081 [2]延安大学经济与管理学院,陕西延安716000

出　　处：《北京理工大学学报（社会科学版）》2025年第1期127-144,187,共19页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：国家自然科学基金面上项目“NFT如何赋能实体营销?多级市场流转视角下NFT对消费者实体产品购买行为的影响研究”(72372010);教育部后期项目“数字时代下的顾客关系管理体系研究”(21JHQ087)。

摘　　要：AI主播直播带货是电商直播领域的新热点,聚焦AI主播直播营销情景,以社会认知理论为基础,将AI主播特征概括为可爱度、活力性、专业性、响应性四个方面,从互动的技术体验感知和社会交互感知双重视角来探究对购买意愿的影响。通过对420个看过AI直播带货的样本调研分析发现:(1)AI主播特征(可爱度、活力性、专业性、响应性)与购买意愿正相关;(2)感知新奇和社交临场感在AI主播特征影响购买意愿的关系中发挥着中介作用。(3)消费者创新性发挥着调节作用,随着创新性的提升,活力性、响应性对感知新奇、社会临场感和购买意愿的积极影响均得到加强,可爱度对感知新奇而不是社会临场感的正向影响也得以提升,但创新性对专业性影响感知新奇、社会临场感及购买意愿的关系均无调节作用。The participation of AI streamers is a new phenomenon in livestream business.This study focuses on the livestream marketing scenario of AI streamers,divides the characteristics of AI streamers into four aspects:likability,vitality,professionalism and responsiveness,and explores their influence on customer purchase intention from the dual perspective of technical experience and social interaction.Through the investigation into and analysis of 420 samples of AI livestreaming,it is found that:(1)the characteristics of AI streamers(likability,vitality,professionalism,responsiveness)are positively correlated with purchase intention;(2)perceived novelty and social presence play two mediating roles in the relationship between AI streamer characteristics and purchase intention;(3)consumer innovation plays a moderating role.With the improvement of innovation,the influence of vitality and responsiveness on perceived novelty,social presence and purchase intention are strengthened.Besides,the influence of likability on perceived novelty is also strengthened.However,innovation does not moderate the relationship between professionalism and perceived novelty,social presence,and purchase intention.

关 键 词：AI主播 购买意愿 感知新奇 社会临场感 消费者创新性 

分 类 号：F724.6[经济管理—产业经济]