社会临场感对公益助农直播购买意愿的影响——基于准社会关系的中介作用  

The Impact of Social Presence on the Purchase Intention of Public-Welfare Live-Streaming for Agricultural Assistance——Based on the Mediating Role of Parasocial Relationships

作　　者：宋谦[1] 郑智磊 Song Qian;Zheng Zhilei(School of Management,Shenyang University of Technology,Shenyang 110000)

机构地区：[1]沈阳工业大学管理学院,沈阳110000

出　　处：《西部学刊》2025年第3期61-64,共4页Journal of Western

摘　　要：在“粉丝公益”兴起的背景下,为了深入探讨公益助农直播中主播与消费者之间亲密关系对营销效果的影响,以购买过公益助农产品的614名参与者作为研究对象,通过收集他们对社会临场感、准社会关系、利他动机感知以及购买意愿的相关数据并进行分析。研究结果表明:在公益助农直播中,社会临场感通过加强与主播的准社会关系,能够显著提升消费者的购买意愿。另外,利他动机感知在社会临场感与准社会关系之间起到了调节作用。因此,提出强化观众的社会临场感、利用准社会关系强化群体影响力、增强直播内容公益性展示的营销策略。In the context of the emerging trend of“fan-driven public welfare”,in order to deeply explore the impact of the intimate relationship between live-streamers and consumers on the marketing effectiveness in public-welfare live-streaming for agricultural assistance,this study takes 614 participants who have purchased public-welfare agricultural products as the research subjects.Relevant data regarding their social presence,parasocial relationships,perception of altruistic motivation,and purchase intention are collected and analyzed.The research findings indicate that in public-welfare live-streaming for agricultural assistance,social presence can significantly enhance consumers’purchase intention by strengthening the parasocial relationships with the hosts.Additionally,the perception of altruistic motivation plays a moderating role between social presence and parasocial relationships.Therefore,marketing strategies such as enhancing the audience’s social presence,leveraging parasocial relationships to strengthen group influence,and increasing the display of public-welfare nature in live-streaming content are proposed.

关 键 词：公益助农直播 社会临场感 准社会关系 利他动机感知 购买意愿 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]