基于电商公益直播平台的消费者品牌信任与购买意愿研究

Research on Consumers’Brand Trust and Purchase Intention Based on E-commerce Public Welfare Live-broadcasting Platforms

电商公益直播拉动了扶贫助农的发展新方向,本文以电商公益直播平台为研究对象,基于SOR理论,构建产品质量、产品促销、互动性、成交数量和共情五个因素对消费者品牌信任与购买意愿的模型,通过设计问卷调查并回收数据进行分析,研究表明:(1)产品质量和产品促销均正向影响消费者的感知价值,且产品促销对其影响大于产品质量。(2)公益直播间的互动性和产品成交数量均显著正向影响消费者的感知价值。(3)感知价值在互动性和购买意愿之间,共情和购买意愿之间起完全中介作用,在其余三个自变量与购买意愿之间起部分中介作用。

E-commerce public welfare live-broadcasting drives poverty alleviation and helps farmers.Taking e-commerce public welfare live-broadcasting platforms as research objects,based on the SOR theory,this study constructs a model of fi ve factors,including product quality,product promotion,interactivity,transaction quantity and empathy on consumers’brand trust and purchase intention,with collecting and analyzing data from questionnaires.The research shows that:1)both product quality and product promotion have a positive impact on consumers’perceived value,and the impact of product promotion is greater than that of product quality;2)the interaction between public welfare live-broadcasting and the number of product transactions have a signifi cant positive impact on consumers’perceived value;3)perceived value plays a complete intermediary role between interactivity and purchase intention,empathy and purchase intention,and partly between the other three independent variables and purchase intention.