【摘要】 本文以完美日记为研究对象，采用问卷调查法，深入研究网络直播情境下消费者对美妆产品购买意愿的影响因素。本文首先运用层次回归模型验证变量间的线性关系，然后通过模糊集定性比较分析(fsQCA)揭示多重并发因果机制。层次回归研究表明：直播主播的可信性、专业性、互动性、吸引力、顾客感知价值及主播与产品的一致性，均与消费者购买意愿呈显著正相关。fsQCA结果表明，产生高购买意愿的路径主要分为娱乐主导型和实用主导型两类组态。据此，本文提出以下对策建议：美妆品牌选择主播要重视主播的高可信性和专业性；要注重内容与主播风格及产品特性的一致性，打造高质量内容；主播需与观众进行积极互动，从专业视角回答观众疑问，增加观众参与度，促进用户购买转化。更多还原

【Abstract】 This paper takes Perfect Diary as the research object,and through the questionnaire survey method,conducts in-depth research on the influence factors on consumers’ willingness to purchase beauty products in the context of live streaming.Hierarchical regression model is first used to verify the linear relationship between variables,and then fuzzy set qualitative comparative analysis(fsQCA) is conducted to reveal multiple concurrent causal relationships.The hierarchical regression study shows that there is an obvious positive correlation between consumers’ willingness to purchase beauty products and hosts’ credibility,professionalism,interaction capability,and attractiveness,customers’ perceived value,and the consistency between hosts and products.The fsQCA results show that customers have a high willingness to purchase beauty products either for entertainment or the practicability of the products.Accordingly,this paper provides the following recommendations:(1) beauty brands should pay attention to hosts’ high credibility and professionalism when choosing hosts;(2) the brands should focus on the consistency of the content with a host’s style and product characteristics,and create high-quality content;(3) hosts need to actively interact with viewers and answer their questions from a professional point of view,so as to increase viewers ’ participation and promote purchasing behavior.更多还原