摘要
文章通过问卷调查的方式探究电商直播消费者购买意愿的影响因素,通过探索性因子分析提取出价格和促销、主播能力、交互性和感知体验四大主要影响因子,构建研究模型。研究发现,价格和促销、主播能力和交互性均对电商直播平台消费者感知体验有显著正向影响;价格和促销、主播能力对电商直播平台消费者购买意愿影响显著;感知体验在价格和促销和主播能力对电商直播平台消费者购买意愿的影响中起到了中介作用。最后,基于研究结论提出相关的营销启示。
This paper explores the influencing factors of e-commerce live broadcast consumers'purchase intention by means of questionnaire survey,and extracts four major influencing factors through exploratory factor analysis,namely price and promotion,anchor ability,interactivity and perceived experience,to build a research model.The research finds that price and promotion,anchor ability and interactivity all have a significant positive impact on consumers'perceived experience on e-commerce live broadcast platforms.Price,promotion and anchor ability have significant influence on consumers'purchase intention of e-commerce live broadcast platforms.Perceived experience plays a mediating role in the influence of price,promotion and anchor ability on consumers'purchase intention of e-commerce live broadcast platforms.Finally,based on the research conclusions,relevant marketing implications are put forward.
作者
陈泽筠
CHEN Ze-jun(School of Journalism and Communication,Ji'nan University,Guangzhou 510000,China)
出处
《价值工程》
2021年第19期194-196,共3页
Value Engineering
关键词
电商直播
购买意愿
影响因素研究
e-commerce live broadcasting
purchase intention
study on influencing factors
