直播带货背景下口碑可信度对消费者购买意愿影响研究

Research on the Influence of Word-of-Mouth Credibility on Consumer Purchase Intention under the Background of Live Commerce

通过对文献的梳理总结,从可信度视角出发,构建理论模型以研究网络口碑来源和信息内容对消费者购买意愿的影响,分析认知需求在网络口碑来源可信度、信息可信度与消费者购买意愿之间的调节作用。结果发现:评论者专业性、评论者动机、评论质量和评论数量均会正向促进消费者购买意愿。认知需求在来源可信度、信息可信度与消费者购买意愿之间具有显著正向调节作用。最后对促进产品营销提出了建议。

Through the analysis and summery of literature,starting from the perspective of credibility,this paper studies the influence of online word-of-mouth sources and information content on consumers'purchase intention,and further analyzes the moderating effect of cognitive demands among the credibility of online word-of-mouth sources,information credibility and consumers'purchase intention.The results show that the professionalism of reviewers,reviewer motivation,review quality and the number of reviews all positively promote consumers'purchase intentions.Cognitive demands have a significant positive moderating effect between source credibility,information credibility and consumer purchase intention.Finally,some suggestions are offered to the promotion of product marketing.