摘要
基于当下流行的网红直播带货现象,本文建立了网红个体特征对消费者购买决策的影响模型,通过问卷调查法收集数据,应用SPSS和AMOS软件分析数据以验证模型。实证结果表明网红的专业性、互动性、匹配度和商家服务既能够直接正向影响消费者购买决策,又能够通过感知信任间接影响消费者的购买决策。根据研究结论提出网红可以通过提升自身的专业素养、增强在直播间的交流互动、精准定位目标客户群体和建立完善的服务体系来提高消费者感知信任并促进消费者实施购买决策。
Based on the popular phenomenon of online celebrities carrying goods through live broadcasts,this paper establishes a model of the impact of individual characteristics of online celebrities on consumers’purchasing decisions,collects data through questionnaire surveys,and uses SPSS and AMOS software to analyze the data to verify the model.The empirical results show that the professionalism,interactivity,matching degree and business services of online celebrities can directly and positively influence consumers’purchasing decisions.At the same time,they can also indirectly affect consumers’purchase decisions through perceived trust.According to the research conclusions,this article proposes that online celebrities can improve consumer perceived trust and promote consumers to implement purchasing decisions by improving their professionalism,enhancing communication and interaction in live broadcast rooms,accurately positioning target customer groups,and establishing a complete service system.
作者
李继承
王迪
LI Ji-cheng;WANG Di(School of Economics and Management,Harbin University of Science and Technology,Harbin 150080,China)
出处
《科技与管理》
2021年第5期99-106,共8页
Science-Technology and Management
基金
黑龙江省自然科学基金项目(LH2021G011)
哈尔滨市科技公关计划项目(2017AC9QT018)。
关键词
网红直播带货
个体特征
消费者购买决策
结构方程
online celebrity live streaming
individual characteristics
consumer purchase decision
structural equation
