电商直播中消费者信任感知对购买意愿的影响研究

Research on the Infl uence of Consumer Trust Perception on Purchase Intention in the E-commerce Live-streaming

电商直播是近年来新兴的一种营销模式,以适时互动和现场展示为消费者提供了独特的购物场景,来自消费者的信任成为其发展的重要变量。基于购买的虚拟性,消费者的信任感知在调节购买意愿上更为重要,信任度的变化影响到购买意愿的强弱,其中主播扮演了关键性角色。因此,本文分析了电商直播情景下消费者信任感知及购买意愿的变化特点及影响消费者信任感知的因素,并提出直播电商信任机制建立的路径,唯有健全诚信评价体系和加大制度约束力度,才能增强消费者信任感,增强购买意愿。

E-commerce live-streaming has been an emerging marketing model in recent years,providing consumers with a unique shopping scenario with timely interaction and live demonstration,and trust from consumers becomes an important variable for its development.Based on the virtual nature of purchase,consumers’trust perception is more important in regulating purchase intention,and the change of trust affects the strength of purchase intention,in which anchors play a key role.Therefore,this paper analyzes the changing characteristics of consumer trust perception and purchase intention with e-commerce live-streaming and the factors affecting consumer trust perception and proposes the paths of establishing trust mechanisms for e-commerce live-streaming.The only way to enhance consumer trust and purchase intention is to improve integrity evaluation systems and increase institutional constraints.