直播带货平台感知示能性对消费者购买意愿的影响研究

Research on the Influence of Perceived Affordance of Livestreaming Marketing Platform on Consumer Buying Behavior

作为发展数字经济的新举措,直播带货已在许多社会化场景中得以广泛应用。本研究探讨直播带货平台的感知示能性(包括体验示能性和实用示能性)对消费者购买意愿的影响,并验证了社会临场感、感知有用性的中介作用和从众行为的调节作用。结果显示:直播带货平台的感知体验示能性和感知实用示能性正向影响消费者购买意愿;社会临场感和感知有用性在平台示能性对消费者购买意愿的关系中起到中介作用,而从众行为则负向调节了感知实用示能性和消费者购买意愿的关系。因此,基于不同的消费者类型对带货平台功能予以改进升级,增强消费者社会临场感与感知有用性,有利于提高消费者购买意愿。

As a new initiative development of the digital economy, livestreaming marketing has been widely used in many social scenarios. This study explores the impact of the perceived affordance of livestreaming marketing platform(including experiential affordance and utilitarian affordance) on consumer purchase intentions, and examines the mediating roles of social presence、perceived usefulness,the moderating role of herd behavior.Result shows that perceived experiential affordance and utilitarian affordance have a significant positive effect on consumer buying intention;social presence and perceived usefulness play mediating roles in the relationships between platform affordance and consumer buying intention;herd behavior plays a negative moderating role in the relationships between utilitarian affordance and consumer buying intention.Therefore,based on different types of consumer to improve and upgrade the functions of the livestreaming platform can enhance consumer social presence and perceived usefulness, and improve consumer buying intention.