【作者】 刘明；

【导师】 赵卫宏；

【作者基本信息】 江西师范大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 “直播购物”这种营销模式已经被众多商家广泛采用,但是由于缺乏监管、同质化现象比较突出等原因,导致直播效果不理想等现象频发。对商家和消费者来说,这都是一个亟待解决的问题。本文从消费者的角度出发,在查阅相关文献的基础上,提出了前因变量五个维度(实时互动性、促销优惠性、直播趣味性、主播专业性和场景得体性)、中介变量两个维度(消费者信任和消费者感知价值)与消费者购买意愿之间的关系,构建了理论模型和研究假设,并对成熟量表进行梳理、总结和提取,形成了本文的问卷测量项,最后通过大范围的问卷调查,实证分析得出研究结果。研究结果表明:前因变量正向影响中介变量,对消费者信任的作用大小:主播专业性>实时互动性>促销优惠性>场景得体性>直播趣味性;对消费者感知价值的作用大小:促销优惠性>主播专业性>直播趣味性>实时互动性>场景得体性。消费者信任和消费者感知价值正向影响消费者购买意愿。鉴于前人对“直播购物”情境中消费者购买意愿的影响因素研究在广度和深度上都较为浅显的实际情况,本文在总结前人研究成果的基础上,构建新的研究模型与假设并实证检验了模型与假设的正确性,所以本文是从更广的角度研究分析了在“直播购物”情境中影响消费者购买意愿的因素组成;从更深的程度探讨了各影响因素与消费者购买之间的作用机理,既是对当下直播理论的有力补充,同时也为后续研究者在这一领域开展更深更广的研究奠定了一定的理论基础。最后结合本文的研究成果,给商家和消费者提出了相关意见和建议。对商家而言,应当提高自身的专业素养、在直播过程中及时与消费者进行互动交流、加大商品的优惠力度、合理布置直播间并提升直播过程中的娱乐性来增加消费者对商家的信任感和价值获得感,从而提升消费者购买意愿。对消费者而言,应当鉴别商家的专业能力、注重观看直播时的直观感受,在购物时做到量力而行,避免冲动消费。更多还原

【Abstract】 The marketing model of "live shopping" has been widely adopted by many merchants.However,due to the lack of supervision and the prominent phenomenon of homogeneity,the phenomenon of unsatisfactory live broadcast effect occurs frequently.This is an urgent problem for merchants and consumers alike.From the perspective of consumers,this paper proposes five dimensions of antecedent variables(real-time interactivity,promotional offers,live broadcast interest,anchor professionalism and scene appropriateness)and two intermediary variables on the basis of reviewing relevant literature.The relationship between dimensions(consumer trust and consumer perceived value)and consumers ’purchase intention,a theoretical model and research hypotheses were constructed,and mature scales were sorted,summarized and extracted to form the questionnaire measurement items of this paper.Through a large-scale questionnaire survey and empirical analysis,the research results are obtained.The research results show that: the antecedent variables positively affect the mediating variables,and the effect on consumer trust is: professionalism of the anchor> real-time interaction> promotion preferential> scene appropriateness>live broadcast interest;the effect on consumers’ perceived value: Promotional privileges > anchor professionalism > live broadcast fun > real-time interactivity > scene appropriateness.Consumer trust and consumer perceived value positively affect consumers’ purchase intention.In view of the fact that the previous research on the influencing factors of consumers’ purchase intention in the context of "live shopping" is relatively shallow in breadth and depth,this paper builds a new research model and hypothesis and empirically based on the summary of the previous research results.After testing the correctness of the model and hypothesis,this paper studies and analyzes the composition of factors affecting consumers’ purchase intention in the context of "live shopping" from a broader perspective.The mechanism of action between the two is not only a powerful supplement to the current live broadcast theory,but also lays a certain theoretical foundation for subsequent researchers to carry out deeper and wider research in this field.Finally,based on the research results of this paper,relevant opinions and suggestions are put forward to merchants and consumers.For merchants,they should improve their professionalism,interact with consumers in a timely manner during the live broadcast,increase the discounts on products,reasonably arrange the live broadcast room,and improve the entertainment in the live broadcast process to increase consumers’ interest in the business.A sense of trust and value acquisition,thereby enhancing consumers’ willingness to purchase.For consumers,they should identify the professional ability of the merchant,pay attention to the intuitive feeling when watching the live broadcast,do what they can when shopping,and avoid impulsive consumption.更多还原