摘要
共同观看者是电商直播的重要参与主体,探讨其对直播观众购买倾向的影响,对拓展电商直播的研究维度具有重要意义。本文借助刺激、机体和反应(SOR)模型,从弹幕互助性和情境促进两方面构建直播间共同观看者的行为线索,使用观众的社会临场感、产品信任和心理唤起作为机体变量,构建对观众直播购买倾向的研究框架。研究结果表明:(1)弹幕互助性对观众社会临场感的影响最大,感知产品信任对观众心理唤起的影响不显著;(2)情境促进对观众社会临场感、感知产品信任和心理唤起均有显著的正向影响,且对观众心理唤起的影响最大,对观众产品信任的影响最小;(3)观众的社会临场感对其感知产品信任和心理唤起均有显著的正向影响;(4)观众的产品信任和心理唤起对其直播购买倾向均有显著的正向影响。
Co-viewers are an important participants in live streaming commerce,and discussing its influence on viewers’purchase intention is of great significance for expanding the research dimension of live streaming commerce.Based on the Stimulate-Organism-Response(SOR),this study summarizes the behavioral cues of co-viewers in live streaming commerce as two respects:bullet-screen mutuality and context facilitation,and uses viewers’social presence,product trust,and psychological arousal as organism to construct a research model to investigate the influence of the behavioral cues of co-viewers on viewers’purchase intention.The results show that:(1)The bullet-screen mutuality has the greatest influence on viewers’social presence,followed by viewers’product trust,which has no significant influence on viewers’psychological arousal;(2)The context facilitation has a significant positive influence on viewers’social presence,product trust and psychological arousal,and has the greatest influence on psychological arousal,and has the least influence on viewers’product trust;(3)Viewers’social presence has a significant positive influence on their product trust and psychological arousal;(4)Viewers’product trust and psychological arousal have a significant positive influence on their purchase intention.
作者
高夏媛
李琪
徐晓瑜
吕爽
GAO Xiayuan;LI Qi;XU Xiaoyu;LV Shuang(School of Economics and Finance,Xi’an Jiaotong University,Xi’an 710061,China;Innovation and Entrepreneurship Institute,Sichuan Tourism University,Chengdu 610100,China)
出处
《西安交通大学学报（社会科学版）》
CSSCI
北大核心
2021年第6期78-87,共10页
Journal of Xi'an Jiaotong University：Social Sciences
基金
国家社会科学基金青年项目(19CGL066)
教育部人文社会科学研究规划基金项目(18YJA790064)
陕西省软科学研究计划一般项目(S2021-ZC-RKXMS-0330)。
关键词
电商直播
SOR模型
共同观看者
购买倾向
社会临场感
产品信任
心理唤起
live streaming commerce
SOR model
co-viewers
purchase intention
social presence
product trust
psychological arousal
