摘要
近年来,直播电商行业迅猛发展,主播作为直播电商销量转化的核心,其属性对消费者的购买行为产生一定影响。2021年2月,国家互联网信息办公室等七部门发布《关于加强网络直播规范管理工作的指导意见》,要求网络主播依法依规开展网络直播活动。在电商主播行为依法合规的前提下,本文基于消费者信任视角,探讨电商主播属性对消费者购买意愿的作用机理,考察商品价格和平台声誉对消费者信任与购买意愿之间关系的调节效应。通过问卷调查,采用SPSS和AMOS软件对假设模型进行实证检验。研究结果表明:电商主播吸引力、亲和力、专业性和互动性正向影响消费者信任,同时消费者信任正向影响其购买意愿;商品价格负向调节信任与购买意愿之间的关系,平台声誉正向调节信任与购买意愿之间的关系。
In recent years, the live broadcast e-commerce industry has developed rapidly. As the core of live broadcast e-commerce sales conversion, the attributes of anchors have a great impact on consumers’ purchasing behavior.In February 2021, the Cyberspace Administration of China and other seven departments issued the Guiding Opinions on Strengthening the Standardized Management of Live Streaming, requiring network anchors to carry out live streaming activities in accordance with laws and regulations. On the premise that the behavior of e-commerce anchors is in compliance with the law, this paper is based on the perspective of consumer trust, discussing the mechanism of e-commerce anchor attributes on consumers’ purchase intention, and examining the moderating effect of commodity price and platform reputation on the relationship between consumer trust and purchase intention. Through questionnaire survey, SPSS and AMOS software are used to empirically test the hypothesis model.The research results show that attractiveness, affinity, professionalism and interaction of e-commerce anchors positively affect consumer trust, and consumer trust positively affects their purchase intention.Commodity price negatively regulates the relationship between trust and purchase intention. Platform reputation positively moderates the relationship between trust and purchase intention.
出处
《价格理论与实践》
北大核心
2021年第12期151-154,共4页
Price:Theory & Practice
基金
国家自然科学基金青年科学基金项目“社会创业合法性的形成机制及其对社会创业绩效的影响:语言期望理论的视角”(71702095)。
关键词
电商主播属性
消费者信任
购买意愿
商品价格
平台声誉
e-commerce anchor attribute
consumer trust
purchase intention
commodity price
platform reputation
