【摘要】 基于SOR模型和感知价值理论，探讨了影响消费者对电商网络直播信任的因素，构建了电商网络直播中消费者信任影响因素的理论模型。选取大学生群体为研究对象，通过构建结构方程模型对306份有效问卷数据进行实证分析。研究结果表明：电商网络直播中关键意见领袖的专业性、商品可视性以及商品经济性正向影响消费者的感知价值，消费者感知价值正向影响消费者对网络直播电商的信任。最后，根据研究结论，对电商直播平台如何建立消费者的信任，提出有针对性的对策建议。更多还原

【Abstract】 Based on SOR model and the theory of perceived value, this paper discusses the influencing factors of consumers′ trust in e-commerce network live broadcast, and constructs a theoretical model. The present study chooses college students as the research object and carries out the empirical analysis of 306 valid questionnaire data by constructing structural equation model. The results show that the professionalism of KOL, commodity visibility and commodity economy positively affect the perceived value of consumers. And consumers′ perceived value has a positive impact on consumers′ trust in e-commerce live broadcast. According to the research conclusions, the author puts forward targeted countermeasures and suggestions on how to build consumer trust on the e-commerce live broadcast platform.更多还原