“直播+电商”模式下消费者重购意愿的影响因素

Factors Influencing Consumer Repurchase Intention in Livestreaming E-commerce

新冠肺炎疫情催热了我国"直播+电商"新业态,各地政府相继出台直播电商支持政策,推动新经济发展。从物流和平台两个维度刻画直播电商购物特征因素,即订单效率、物流质量、促销折扣、意见领袖、平台服务和购买情境,以消费者满意度为中介变量,基于技术接受与使用模型(UTAUT2)框架,构建消费者重购意愿影响研究模型,明晰直播电商购物特征对消费者重购意愿的影响机理,并通过调查问卷收集数据进行实证研究。结果表明:物流和平台维度的直播电商购物特征因素对消费者满意度均具有显著正向影响;物流维度比平台维度对消费者重购意愿的正向影响更为显著,平台维度中的促销折扣和平台服务对消费者重购意愿没有显著的直接影响,而是通过显著影响消费者满意度进而对其重购意愿产生间接影响;消费者满意度对消费者重购意愿具有显著正向影响,且在直播电商购物特征因素影响消费者重购意愿的过程中发挥了中介作用。直播电商应通过升级物流模式、完善供应链管理、规范对主播群体及直播平台的监管、制定个性化电商营销策略等,满足消费升级的需求,提高消费者满意度,并通过满意情绪的刺激促使消费者产生重购意愿。

The COVID-19 epidemic has boosted the new business model of Livestreaming e-commerce in China. Local governments have issued policies to support livestreaming e-commerce to promote the development of the new economy.In this context,the authors describe the shopping characteristics of livestreaming e-commerce from two aspects of logistics and platform,such as order-processing efficiency,logistics service quality,promotion discounts,opinion leaders,platform services and purchase situation. In order to clarify the influence mechanism of shopping characteristics on consumer repurchase intention,a research model with consumer satisfaction as the intermediary variable is proposed based on UTAUT2 framework. Then the empirical research is conducted with a specially designed questionnaire. Results show that:all the factors extracted from two dimensions have a significant positive impact on consumer satisfaction;factors related to logistics dimension have more significant positive impact on consumer repurchase intention than that of platform dimension;however,promotion discounts and platform services of platform dimension have no significant direct impact on consumer repurchase intention,but have indirect impact on it through consumer satisfaction;and consumer satisfaction has significant positive impact on consumer repurchase intention,and plays an intermediary role in the process that the shopping characteristics of livestreaming e-commerce affect consumer repurchase intention. Live-streaming e-commerce companies should increase consumers’ satisfaction by upgrading the logistics mode,improving the supply chain management,strengthening supervision and norms of anchors and livestreaming platforms,formulating personalized marketing strategies and further enhance the consumers’ willingness to repurchase.