基于SOR模型的网络直播对消费者购买体育用品意愿的影响——感知价值的中介作用

Impact of Live Video Streaming on Consumers Intention Based on SOR Mode——Mediating Role of Perceived Value

运用偏最小二乘法结构方程模型(PLS-SEM),基于“刺激—机体—反应”模型(SOR),通过整合消费者信任理论、TAM理论和顾客价值理论构建假设模型,以感知产品质量、感知服务质量、消费者信任为刺激源(S)、功能性感知价值和情感性感知价值为机体认知(O),购买意愿为消费者反应(R),探讨网络直播带货对消费者购买体育用品意愿的影响。研究认为:(1)感知产品质量、感知服务质量、消费者信任、功能性感知价值和情感性感知价值对消费者购买意愿具有正向显著影响;(2)感知产品质量、感知服务质量、消费者信任对功能性感知价值和情感性感知价值具有正向显著影响;(3)功能性感知价值与情感性感知价值对消费者购买意愿具有部分中介作用。建议:加强网络直播行业规范,从源头严格把控产品质量;完善售前、售中、售后全链条服务;加强网络直播平台监管,提高消费者信任水平;利用大数据精准把握消费者需求,营造愉悦的购物氛围。

Using the PLS-SEM and based on the SOR model,the hypothetical model is constructed by integrating consumer trust theory,TAM theory and customer value theory,with the perceived product quality,the perceived service quality and the consumer trust as the source of stimulation(S),the functional perceived value and the emotional perceived value as the organism cognition(O),and the purchase intention as the consumer reaction(R).The paper discusses the impact of live video streaming on consumers intention of purchase of sporting goods.The results show:1)The perceived product quality,the perceived service quality,the consumer trust,the functional perceived value and the affective perceived value have significant positive effects on consumers purchase intention;2)The perceived product quality,the perceived service quality and the consumer trust have significant positive effects on the functional perceived value and the emotional perceived value.3)The functional perceived value and the affective perceived value have a partial mediating effect on consumers purchase intention.The paper proposes to strengthen the norms of the live video streaming,strictly control the product quality from the source,improve the whole chain service in the whole sale process,strengthen the supervision of the webcast platform,enhance the level of consumer trust,use big data to understand the consumer demands precisely and cultivate a pleasant shopping atmosphere.