摘要
消费者在观看电商直播时,通过主播的特色讲解,会产生沉浸式的愉悦体验,并对主播及产品产生信任,从而导致冲动购买意愿。基于S-0-R模型,结合心流理论和感知信任理论,将电商主播特性分为专业性、吸引力、互动性和知名度四个维度,探讨心流体验和感知信任在电商主播特性和消费者冲动购买意愿之间的中介作用。通过问卷调查收集数据,利用SPSS和AMOS软件进行统计分析和路径假设检验。研究发现,心流体验在主播吸引力、互动性和消费者冲动购买意愿之间起中介作用;感知信任在主播专业性、互动性、知名度和消费者冲动购买意愿之间发挥中介作用;心流体验和感知信任在主播互动性和冲动购买意愿之间的中介效应有显著差异,心流体验的中介效应大于感知信任的中介效应。主播可以根据自身特点、消费者需求以及产品需要,构建适合自己的直播风格。通过提高吸引力和互动性使消费者获得心流体验,通过提高专业知识、专业技能,在努力提高知名度的同时也要注重与消费者之间真情实感的互动,从而提升消费者对主播及产品的信任感知,消费者可以更加直观地了解自己在观看直播时所做出的反应,根据自己的实际需要及产品质量理性下单,理性消费。
When consumers watch e-commerce livestreaming,they will have an immersive and pleasant experience through the featured explanations of the anchors,and will have trust in the anchors and products,which will lead to impulse purchases intention. Based on the SOR model,combined with flow theory and perceived trust theory,the characteristics of e-commerce anchors are divided into four dimensions:professionalism,attractiveness,interactivity and popularity,and the mediating mechanism of flow experience and perceived trust between e-commerce anchors and consumers’ impulse purchase intention is explored. The data is collected through questionnaire survey,and statistical analysis and path hypothesis test is carried out by SPSS and Amos software. The results show that the flow experience plays an intermediary role between the anchor’s interactivity,attractiveness and consumers’ impulsive purchase intentions. Perceived trust plays an intermediary role between the professionalism,interactivity,popularity of the anchor and the consumer’s impulse purchase intention. Moreover,the mediating effect of flow experience and perceived trust between anchor attractiveness and impulsive purchase intention is significantly different,and the mediating effect of flow experience is greater than that of perceived trust. The anchor can formulate his livestreaming style that suits him according to his own characteristics,consumer needs and product needs. By improving attractiveness and interactivity,consumers can gain the flow experience;and by improving professional knowledge and professional skills,while striving to increase popularity,we should also pay attention to the interaction with consumers,so as to enhance consumers’ perceived trust of anchors and products. At the same time,consumers can intuitively understand more about their reactions when watching the livestreaming,so as to keep their heads clear,rationally place orders and consume according to their actual needs and product quality.
作者
魏剑锋
李孟娜
刘保平
WEI Jian-feng;LI Meng-na;LIU Bao-ping(Institute of Business Administration,Henan University,Kaifeng 475000,Henan,China;Business School,Henan University,Kaifeng 475000,Henan,China)
出处
《中国流通经济》
CSSCI
北大核心
2022年第4期32-42,共11页
China Business and Market
基金
国家自然科学基金面上项目“网红直播情境中准社会体验的驱动要素及其对受众行为意图的影响机理研究”(72172044)。
关键词
电商直播
主播特性
心流体验
感知信任
冲动购买意愿
e-commerce anchor characteristics
flow experience
perceived trust
impulse purchase intention
