基于ABC态度理论的直播带货用户购买行为机理实证

Mechanism Study of Live Streaming Customers Purchase Behavior Based on ABC Belief Theory

引入ABC态度理论,将主播亲近度作为调节变量,揭示直播带货场景下观看用户购买因素机理。结果发现:(1)产品认知和主播影响力对中介变量的感知价值呈正向显著影响关系,但负向显著影响感知风险;而主播互动性与中介变量的感知价值为正向显著关系,但对感知风险并不存在负向关系。(2)主播亲近度在感知价值对购买行为过程中呈正向调节作用,且在感知风险对购买行为过程中为负向调节作用。研究表明:鼓励官员明星加入刺激观看用户购买行为、增强主播领袖作用,将会刺激观看用户的消费行为。

Based on the ABC belief theory,the paper attempts to construct a model of introduces anchor intimacy as a moderating variable.The purpose is to reveals the mechanism of customer purchasing factors in the live commerce scene.Results show that,product cognition and anchor influence are positively correlated with perceived value,but negatively correlated with perceived risk.Live broadcast interactivity is positively correlated with perceived value,however,there is no negative relationship between anchor interaction and perceived risk.Anchor intimacy strengthens the positive relationship between the perceived value and purchase behavior,weakens the negative relationship between the perceived risk and purchase behavior.It also shows that the celebrity effect could stimulate customers to click the live commerce room,enhance the role of social media influencers,and encourage customers to produce consumer behaviors.