摘要
基于S-O-R模型和归因理论,构建电商直播对消费者购买意愿的影响模型,实证分析电商直播平台、产品和主播特质对消费者感知和购买意愿的影响。研究结果发现:平台信誉度、产品质量和产品价格对消费者购买意愿影响显著,而平台知名度、主播特质和感知风险对消费者购买意愿影响不显著;感知价值在平台信誉度、产品质量和产品价格与消费者购买意愿之间关系起到中介作用。据此,应强化并完善平台内部监管机制,提升平台信誉度;保证产品质量,提升消费者感知价值水平;合理运用产品促销策略,打造价格优势;丰富主播专业技能,增强直播互动效果。
Based on the S-O-R model and attribution theory,an influence model of e-commerce live broadcast on consumers’purchase intention is constructed,and the influence of e-commerce live broadcast platform,products and host characteristics on consumers’perception and purchase intention is empirically analyzed.The results show that:platform reputation,product quality and product price have a significant impact on consumers’purchase intention,while platform visibility,host characteristics and perceived risk do not have significant influence on consumers’purchase intention.Perceived value plays a mediating role in the relationship between platform reputation,product quality,product price and consumers’purchase intention.Accordingly,it is advised to strengthen and improve the internal supervision mechanism of the platform to enhance the credibility of the platform;ensure product quality to enhance the perceived value of consumers;reasonably use product promotion strategies to create a price advantage;enrich the professional skills of hosts and enhance the interactive effect of live broadcasts.
作者
胡劭颖
HU Shao-ying(Zhangzhou Vocational and Technical College,Zhangzhou,363000,China)
出处
《福建江夏学院学报》
2022年第4期58-68,共11页
Journal of Fujian Jiangxia University
基金
福建省社会科学基金重点项目“传统儒家文化背景下企业善行及其对消费者购买意愿影响机制研究”(FJ2021A016)。
关键词
电商直播
购买意愿
感知风险
感知价值
e-commerce live broadcast
purchase intention
perceived risk
perceived value
