基于TAM模型的网红个人负面信息对消费者再次购买意愿的影响及对策研究

The Influence of Internet Celebrities′ Personal Negative Information on Consumers′ RepurchaseIntention and Countermeasures Based on TAM Model

网红带货背景下频发的网红个人负面信息正逐渐成为群体消费决策时的重要考量因素。基于技术接受模型(Technology Acceptance Model, TAM)、信任理论和感知风险理论,将网红个人负面信息划分为内容、传播与影响三个维度,引入感官冲击和负面情绪作为中介变量,运用结构方程模型构建网红个人负面信息对消费者再次购买意愿影响因素模型。研究表明,负面信息三个维度均正向影响感知风险,而负面信息传播和负面情绪均负向影响信任,信任、感知风险分别对再次购买意愿产生正、负向影响,负面情绪在负面信息传播与感知风险间起中介作用,感官冲击在负面信息内容与感知风险间起中介作用。

In the context of live streaming,the frequent occurrence of negative personal information of Internet celebrities is becoming an important consideration in the group consumption decision-making.Based on the technology acceptance model,trust theory and perceived risk theory,this paper classifies negative personal information of Internet celebrities into three dimensions:content,dissemination and influence,and introduces mediating variables of sensory impact and negative emotion,using structural equation modelling to construct a model of the influence of negative personal information of Internet celebrities on consumers'willingness to repurchase.The study shows that all three dimensions of negative information positively affect perceived risk,while negative information dissemination and negative emotion all negatively affect trust,with trust and perceived risk exerting positive and negative effects on repurchase intention respectively.The mediating role of negative emotions between negative information transmission and perceived risk,as well as the mediating role of sensory impact between negative information content and perceived risk were both verified.