【摘要】 为了探究服装消费者在淘宝直播中购买意愿的影响因素及作用机理,基于感知风险理论,构建了主播因素、产品因素、感知功能风险和购买意愿之间的影响关系模型,并提出相关假设。通过问卷调查对模型进行假设验证,结果表明:在淘宝直播中,服装消费者感知功能风险负向影响其购买意愿;服装品牌知名度负向影响消费者的感知功能风险;主播专业性和产品的优惠性都直接对服装消费者的购买意愿产生正向影响作用;主播互动性与知名度并不会影响消费者购买意愿。研究结果不仅对淘宝直播中服装消费者感知风险及购买意愿的相关内容进行了补充,也为服装商家在淘宝直播中的可持续发展提供一定的理论支持与策略指导。更多还原

【Abstract】 In order to explore the influence factors and mechanism of apparel consumers’ purchase intention in Taobao live,the influence relationship model among anchor factor,product factor,perceived function risk and purchase intention was constructed based on the theory of perceived risk,and relevant hypotheseswere puts forward.The model was verified by the questionare.The results show that,in Taobao live,the perceived function risk of apparel consumers has a negative impact on consumers’ purchase intention;the popularity of clothing brands has a negative impact on consumers perceived functional risk;the professionalism of the anchor and the product preference have a direct positive impact on consumers’ purchase intention.The interactivity and popularity of the anchor do not affect consumers’ purchase intention.The research results not only supplement the related content of apparel consumers perceived risk and purchase intention in Taobao live,but also provide certain theoretical support and strategic guidance for clothing businesses in the sustainable development of Taobao live.更多还原