摘要
研究采用问卷调查法,以390名高校网络直播App用户为调查对象,探讨了网络直播APP使用行为对线上购买意愿的影响,以及在这一影响过程中价值感知与社会互动所发挥的作用。结果发现:(1)在控制了无关变量后,网络直播App使用行为对线上购买意愿具有显著的正向预测作用;(2)价值感知在网络直播App使用行为与线上购买意愿的正向关系中起到完全中介作用;(3)社会互动对网络直播App使用行为、对价值感知的直接预测作用以及对价值感知的中介作用起调节作用。
In order to clarify the relationship between Live-streaming App using behavior and online purchase intention as well as the role of value perception and social interaction in the mechanism underlying the above relationship,an online survey is conducted among 450 Live-streaming App users in college,related variables are investigated.The results are as follows:(1)Live-streaming App using behavior has a positive predictive effect on online purchase intention after controlling unrelated variables;(2)Value perception fully mediate the relationship between Live-streaming App using behavior and online purchase intention;(3)The positive predictive effect of using behavior on value perception and the mediating effect of value perception are moderated by social interaction.
作者
党君
马俊树
DANG Jun;MA Jun-shu
出处
《新闻大学》
CSSCI
北大核心
2021年第5期95-105,124,125,共13页
Journalism Research
基金
陕西省社科联重点项目“陕西特色小镇的可沟通性提升策略研究”(20CZ—14)。
关键词
网络直播APP使用行为
线上购买意愿
价值感知
社会互动
live-streaming App using behavior
online purchase intention
value perception
social interaction
