基于ELM模型的直播临场感与购买意愿关系研究

The Relationship between Live Streaming Presence and Purchase Intention based on ELM Model

基于临场感视角,依据ELM理论,探讨电商直播间临场感对观众信任及购买意愿的影响。利用Smart PLS3.0和SPSS26.0对收集到的457份有效问卷进行实证分析,研究发现:产品临场维度的感知产品质量、品牌认知可使消费者信任产品;社会临场维度的亲切感、价值共性正向影响消费者信任主播;消费者信任主播正向影响其信任产品,但是主播-产品匹配度在这一过程中起负向调节作用;消费者信任产品与信任主播均可激发消费者的购买意愿。

The impact of feeling of presence in e-commerce live streaming rooms on audience trust and purchase intention is studied in this paper,from the perspective of presence and ELM theory.Using SmartPLS3.0 and SPSS26.0,an empirical analysis was conducted on 457 valid questionnaires collected.The result shows that perceived product quality and brand awareness in the dimension of product presence can make consumers trust products;the sense of familiarity and value commonality in the dimension of social presence positively affect consumer trust in anchors;consumer trust in anchors has a positive impact on their trust in products,but anchor product matching plays a negative moderating role in this process;and that both consumer trust in products and trust in anchors can stimulate consumer willingness to purchase.