摘要
电商主播作为主要意见领袖是用户及消费者重要信息来源,会对消费行为产生影响。研究使用问卷调查收集数据,利用SPSS等软件进行路径检验和中介检验等实证分析,显示意见领袖的专业性、个人魅力以及提供的促销激励对消费者意向有显著影响,消费者情感因素冲动和信任在模型路径中起部分中介作用。最后提出电商直播主播提高专业性和个人魅力,合理组合促销方案,倡导理性购物环境,给予消费者心理关怀,将对如火如荼的电商直播行业规范发展具有重要意义。
E-commerce anchors,as the main opinion leaders,are an important source of information for users and consumers,and will have an impact on consumer behavior.Based on the SOR model,this study constructs a model of the influence of opinion leaders on consumer behavior in e-commerce live broadcast,designs a questionnaire combined with existing scales,and carries out empirical analysis after collecting 312 valid questionnaire data through the network platform and offline.The results show that the professionalism,personal charm and promotion incentives of opinion leaders have significant effects on consumer behavior;Consumer emotional factors,impulse plays a mediating role in the influence of personal charm and promotion incentive on consumer behavior,while trust plays a mediating role in the influence of professionalism and personal charm on consumer behavior.Finally,it is proposed that e-commerce live broadcast can improve professionalism and personal charm,rationally combine market⁃ing plans,advocate a rational shopping environment,and give consumers psychological care,which will be of great significance to the development of the e-commerce live broadcast industry that is in full swing.
作者
童万菊
徐荷萍
TONG Wan-ju;XU He-ping(School of Business,Huaiyin Institute of Technology,Huai’an Jiangsu 223001,China)
出处
《淮阴工学院学报》
CAS
2022年第3期81-88,共8页
Journal of Huaiyin Institute of Technology
基金
江苏省高校哲学社会科学研究一般项目(2021SJA1815)。
关键词
电商直播
意见领袖
冲动
信任
消费行为
live broadcast of e-commerce
opinion leaders
impulse
trust
consumption behavior
