电商主播推荐有用性影响因素研究——电商直播平台类型的调节作用

Influencing Factors of Usefulness of Livestreaming E-commerce Anchor Recommendations:Moderating Effect of the Live E-commerce Platform

文章以信息采纳模型为理论基础,通过构建结构方程模型和模糊集定性比较分析相结合的方法实证检验电商主播推荐有用性的影响因素及其组态模式,并进一步探讨电商直播平台类型下消费者对电商主播推荐有用性行为的感知是否存在差异。结构方程模型结果表明:电商主播的知名度、专业性和互动性以及电商主播推荐信息质量、推荐客观性和推荐一致性均显著正向影响消费者感知有用性,电商直播平台类型对消费者感知主播推荐有用性具有显著的调节作用,而模糊集定性比较分析结果则揭示了在“电商+直播”平台类型下以主播高专业性和高推荐信息质量为核心条件的组态模式最能触发消费者感知有用性;在“直播+电商”平台类型下以主播高专业性和主播高知名度为核心条件的组态模式最能触发消费者感知有用性。

This paper empirically tests the influencing factors and configuration modes of the usefulness of commerce anchors recommendations based on the information adoption model by constructing SEM and fsQCA.It further discusses whether there are differences in consumers perceptions of the usefulness of commerce anchors recommendations on the live e-commerce broadcast platform.SEM results show that the popularity,the professionalism,and the interactivity of e-commerce anchors,as well as the quality,the objectivity,and the consistency of e-commerce anchors recommendations have significantly positive effects on the consumers perceived usefulness.The live e-commerce platform has a significant moderating effect on the consumers perceived usefulness of anchor recommendations.The fsQCA results reveal that the configuration mode with high professionalism and high quality of recommendation information as the core conditions on the‘live broadcast+e-commerce’platform can best trigger consumers perceived usefulness.On the‘live broadcast+e-commerce’platform,the configuration mode with the core conditions of the professionalism and popularity of the anchor is most likely to trigger consumers perceived usefulness.