【作者】 李理；

【导师】 周豫；

【作者基本信息】 哈尔滨工业大学 ， 应用经济学， 2021， 硕士

【摘要】 国内外新冠疫情持续肆虐,实体经济受到冲击,线上经济迎来空前发展机遇。随着网红经济的繁荣和电商直播的广泛普及,网红直播带货成为势不可挡的潮流,网红主播强大的带货能力引起社会各界关注。各地政府看到了电商直播作为数字经济新模式在促进消费“质”和“量”上双重升级的巨大潜力,出台相关政策鼓励电商直播产业发展。学界也关注到电商直播和网红经济领域,但是网红直播带货属于近几年兴起的潮流,目前学界针对网红直播带货对消费者购买意愿的影响因素与机制研究较少。在此背景下,本文基于相关文献与调查问卷数据,实证研究网红直播带货对消费者购买意愿的影响因素,并探究其内在机制。本文探究网红直播带货对消费者购买意愿的影响机制,主要围绕三个问题进行研究:(1)在网红直播带货情境下哪些因素影响消费者的购买意愿?(2)网红直播带货在影响消费者购买意愿的过程中受到什么因素影响,其内在作用路径是什么?(3)本文研究结论对网红电商主播及其他相关主体有何现实指导意义?为此本文先梳理对网红及网红经济、电商直播以及网红直播带货的相关研究,了解研究现状。然后梳理刺激-机体-反应(S-O-R)理论、信息源、感知实用性价值和感知享乐性价值以及购买意愿等基础理论,厘清了网红直播带货对消费者购买意愿的影响机制,基于网红直播带货特性及相关理论基础提出本文的研究模型。其次,基于研究假设和前人成熟量表设计本文调查问卷,在进行预调研后正式发放,回收有效问卷446份。然后对所收集的数据进行假设检验,得到3个主要结论:(1)直播激励机制、直播优质内容、网红主播可信性、网红主播专业性与网红主播吸引力对于消费者购买意愿具有积极影响。(2)感知实用性价值和感知享乐性价值同时在直播激励机制、直播优质内容、网红直播可信性、网红主播专业性这4个变量影响消费者购买意愿的过程中存在显著的中介效应,感知享乐性价值在网红主播吸引力影响消费者购买意愿的过程中存在显著的中介效应。感知实用性价值和感知享乐性价值作为中介变量是网红直播带货对消费者购买意愿产生影响的内在机制。(3)基于研究结果,分别为网红带货主播、商家和消费者提出了相应的对策建议,为促进消费“质”和“量”双重升级以及拉动经济内循环发挥更大动能。更多还原

【Abstract】 COVID-19 continues to rage at home and abroad,the real economy has been impacted,and the online economy is facing unprecedented opportunities for development.At the same time,with the prosperity and development of internet celebrity economy and the wide popularization of e-commerce livestreaming,internet celebrity e-commerce livestreaming has become a trend,and the strong ability of internet celebrity to bring goods has attracted the attention of all walks of life.Governments have seen the great potential of e-commerce livestreaming as a new mode of digital economy in promoting the double upgrading of "quality" and "quantity" of consumption,and issued relevant policies to encourage the development of e-commerce livestreaming industry.Academic circles also pay attention to e-commerce livestreaming and internet celebrity economy,but internet celebrity e-commerce livestreaming is a rising trend in recent years.At present,there are few studies on the influencing factors and mechanism of internet celebrity e-commerce livestreaming on consumers’ purchase intention.In this context,based on the relevant literature and questionnaire data,this paper empirically studies the influencing factors of internet celebrity e-commerce livestreaming on consumers’ purchase intention,and explores its internal mechanism.This paper explores the influence mechanism of internet celebrity e-commerce livestreaming on consumers’ purchase intention,mainly focusing on three questions:(1)What factors affect consumers’ purchase intention in the situation of internet celebrity e-commerce livestreaming?(2)What are the factors that affect consumers’ purchase intention,and what is the internal path?(3)What is the practical guiding significance of the research conclusions to the internet celebrity and other related subjects? For this reason,this paper first combs the related research on internet celebrity and internet celebrity economy,e-commerce livestreaming and internet celebrity e-commerce livestreaming,to understand the research status.Then it combs the basic theories such as S-O-R theory,information source,perceived utility value,perceived hedonic value and purchase intention,clarifies the influence mechanism of internet celebrity e-commerce livestreaming on consumers’ purchase intention,and puts forward the research model based on the characteristics of online internet celebrity broadcasting and related theoretical basis.Secondly,based on the research hypothesis and the previous mature scale,the questionnaire was designed,and 446 valid questionnaires were collected.Then,we test the data and get two main conclusions:(1)e-commerce livestreaming incentive mechanism,e-commerce livestreaming high-quality content,credibility of internet celebrity,professionalism of internet celebrity and attractiveness of internet celebrity have positive effects on consumers’ purchase intention.(2)At the same time,perceived practical value and perceived hedonic value have significant mediating effect in the four independent variables of e-commerce livestreaming incentive mechanism,e-commerce livestreaming quality content,credibility of internet celebrity and professionalism of internet celebrity.The perceived hedonic value has a significant mediating effect in the process of attractiveness of internet celebrity influencing consumers’ purchase intention.Perceived practical value and perceived hedonic value as mediating variables are the internal mechanism of the impact of internet celebrity e-commerce livestreaming delivery on consumers’ purchase intention.(3)Based on the research results,this paper puts forward the corresponding suggestions for the internet celebrity,enterprises and consumers,,so as to promote the double upgrading of "quality" and "quantity" of consumption and promote the internal circulation of economy.更多还原