电商直播模式下网络直播特征对消费者购买意愿的影响——消费者感知的中介作用

The Influence of Webcast Characteristics on Consumers’Purchase Intention under E-commerce Live Broadcasting Mode——the Mediating Role of Consumer Perception

网络直播购物实现了从图片到多维互动、实时视频的过渡,高度可视化界面从多个感官增加消费者的临场感,在不同程度上会对消费者的购买意愿产生影响。基于SOR模型,以心流体验理论为基础,研究直播带货特征如何通过消费者的感知作用于消费者购买意愿,在采用问卷调查的基础上,对310份问卷进行分析,采用多重线性回归方法对研究假设给予验证。研究结果表明,直播的可视性、互动性、真实性、娱乐性不仅会对消费者的购买意愿产生推动作用,还会对消费者感知产生正向影响,消费者感知在网络直播特征与消费者购买意愿之间起到部分中介作用。网络直播应关注消费者需求,进行个性化推荐,主播可全方位展示产品,强化产品真实性和现场代入感,为客户营造线下购物的感受;丰富主播专业技能,增强消费者信任,主播需要不断提高自身的专业能力,了解产品的性能和构成,增加消费者的感知信任和感知有用性;增设娱乐性的环节,强化消费者心流体验,形成对消费者情绪刺激的最大化,在娱乐性环节中吸引消费者参与主播互动,让消费者与主播建立情感联结并形成情感共鸣,对主播所推荐的产品产生购买意愿。

Webcast shopping realizes the transition from picture to multi-dimensional interaction and real time video;highly visual interface increases the presence of consumers from multiple senses;and the characteristics of webcast will affect consumers’purchase intention.Based on the SOR model and the theory of flow experience,the authors carry out research on how the characteristics of webcast affect consumers’purchase intention through consumers’perception(perceived usefulness and perceived trust).With the help of questionnaire survey,310 questionnaires are analyzed,and multiple linear regression method is used to verify the research hypothesis.The results show that:the visibility,interactivity,authenticity and entertainment of webcast not only promote consumers’purchase intention,but also have a positive impact on consumers’perception;and consumers’perception plays a partial intermediary role between the characteristics of webcast and consumers’purchase intention.Webcast should first,pay more attention to consumers’demand,provide them with individualized recommendations,comprehensively display the products,and create the offline shopping experience for the customers;second,webcast should enrich the special skills of anchors,enhance consumers’perceived trust and usefulness;third,webcast should add some entertainment content to strengthen consumers’flow experience,maximize the emotional stimulus,attract them to participate in the interaction with anchors,create the emotional resonance,and make the customers to have purchase intention.