基于电商直播平台的社会临场感、感知信任与购买意愿研究

Research on Social Presence,Perceived Trust,and Purchase Intention Based on E-commerce Live Streaming Platforms

近年来,网络直播迅速走红,已成为电商市场常态化的营销方式和销售渠道。本文以社会临场感为理论基础,以SOR为理论模型,对电商直播平台消费者购买意愿进行研究,分析社会临场感、感知信任以及消费者购买意愿之间的关系。通过调查问卷的方式收集数据,利用SPSS和AMOS等软件进行统计分析和假设检验。研究发现:(1)社会临场感的三个维度(意识临场感、情感临场感、认知临场感)都正向且显著影响消费者的感知信任;(2)社会临场感中只有意识临场感直接正向显著影响购买意愿,情感临场感和认知临场感对持续购买意愿没有直接影响,但可以通过感知信任这一中介变量产生联系;(3)感知信任在意识临场感、情感临场感、认知临场感对消费者购买意愿中发挥中介作用。本研究对电商直播营销相关领域的发展具有一定的实践指导意义。

In recent years,live-streaming on the internet has rapidly gained popularity and has become a common marketing approach as well as a sales channel in the e-commerce market.Based on the theoretical foundation of social presence and employing the Stimulus-Organism-Response(SOR)model,this paper conducts research on consumers'purchase intentions on e-commerce live-streaming platforms,exploring the relationships among social presence,perceived trust,and consumers'purchase intentions.Data was collected through surveys,and statistical analysis and hypothesis testing were performed using software such as SPSS and AMOS.The research findings are as follows:(1)All three dimensions of social presence—awareness social presence,affective social presence,and cognitive social presence—positively and significantly influence consumers'trust.(2)Among social presence,only awareness has a direct and signifi cant positive impact on purchase intentions.Aff ective social presence and cognitive social presence do not directly infl uence purchase intentions but can be linked through the intermediary variable of trust.(3)Perceived trust serves as an intermediary in the infl uence of awareness,aff ective social presence,and cognitive social presence on consumers'purchase intentions.This research has certain practical and guiding signifi cance for the development of related fi elds in e-commerce live-streaming marketing.