【作者】 王柯；

【导师】 赵洁；

【作者基本信息】 安徽大学 ， 企业管理， 2022， 硕士

【副题名】基于产品与电商主播匹配性的视角

【摘要】 近年来,电商行业在5G技术赋能下进入新的发展红利期,经营活动不断得以创新。电商直播带货作为一种创新性的经营活动在受到来自各行业的企业的热捧,其市场规模也在持续大幅增长。直播电商的高度可视化、实时互动性等特点受到了消费者们的喜爱,直播购物已成为当下消费的新潮流。直播电商中蕴含着巨大的市场机会,这使得企业积极选择电商主播开展电商直播带货活动,以提高自家产品的销量。电商主播作为连接产品和消费者的纽带,是促进企业和消费者达成交易的关键,在电商直播带货销量转化过程中起到核心作用。然而,企业目前在针对自家产品选择电商主播时,由于缺乏产品与电商主播匹配性评估的客观依据,无法实现对产品与电商主播匹配性的量化评估,进而容易导致企业资源的浪费。因此,如何对产品和电商主播匹配性进行科学评估,使选择电商主播的决策更加科学化,实现降本增效,成为企业亟待解决的现实问题。现有关于直播电商的研究主要是从行业视角、平台视角和消费者视角三个层面展开,缺乏从产品与电商主播匹配性企业视角出发进行研究,对电商主播的研究也缺乏对产品本身的关注。企业开展电商直播带货的目的是促进产品销量的增长,消费者购买意愿是消费者发生购买行为的前提。因此,本文将消费者产生购买意愿作为衡量产品类型与电商主播是否匹配的标准,为满足企业对电商主播类型划分精细度的需求,本文结合电商直播带货情境特点,从电商主播特性的角度对电商主播类型进行划分,并基于信息源理论和前人研究成果,将电商主播特性划分为知名度、吸引力、可信性、专业性和互动性五个维度,结合结构方程模型多群组分析和回归系数法,探究在不同产品类型(搜索型和体验型)下,影响消费者购买意愿的电商主播特性种类以及权重大小。为验证结论的稳健性,本文以问卷样本中产品所在的行业类型为分类依据,进一步分析研究结论在不同行业类型下的差异。通过实证分析,本文得出了以下研究结论:(1)电商主播特性对消费者购买意愿的影响在不同产品类型(搜索型和体验型)下存在差异性。对于搜索型产品而言:影响消费者购买意愿的电商主播特性有知名度、可信性、专业性和互动性,且这些电商主播特性对购买意愿均起到正向作用,而电商主播吸引力对消费者购买意愿无影响;对于体验型产品而言:电商主播知名度、吸引力、(2)可信性、专业性和互动性对消费者购买意愿均存在正向影响。(3)对于搜索型产品而言,影响消费者购买意愿的电商主播特性种类在不同行业类型下未表现出显著的差异性。而对于体验型产品而言,影响消费者购买意愿的电商主播特性种类在不同行业类型下表现出显著的差异性。(3)对于搜索型产品而言,对消费者购买意愿相对影响程度,由大到小排名顺序是电商主播专业性(权重=0.3307),知名度(权重=0.2372)、互动性(权重=0.2213)和可信性(权重=0.2109)。对于体验型产品而言,影响消费者购买意愿的电商主播特性权重,在不同行业类型下存在一定差异。本研究工作为电商主播类型划分提供了新的角度,为直播电商、电商主播的相关研究提供了新的研究视角。同时,本论文拓展了回归系数法确定权重的应用范围,可以为企业对电商主播的选择和相关特性的培养或强化等提供了论证依据,有利于企业对产品与电商主播匹配性进行量化评估,提高选择电商主播决策的科学性,实现电商直播带货经营活动的降本增效。更多还原

【Abstract】 In recent years,the e-commerce industry,empowered by the 5G technology,has entered a new period of development and dividend,and its business activities have been constantly innovated.As an innovative business activity,e-commerce live streaming has been considered by enterprises,and its market scale has also continued to grow substantially.The features of live streaming e-commerce,such as high visualization and real-time interaction,are favored by consumers,and live streaming shopping has become a new trend of current consumption.Live streaming e-commerce contains huge market opportunities,which makes enterprises actively choose e-commerce anchors to carry out live streaming goods delivery activities to improve the sales of their products.As a link between products and consumers,e-commerce anchors play a key role in promoting the transaction between enterprises and consumers and play a core role in the conversion process of e-commerce live broadcast goods sales.However,at present,when enterprises choose e-commerce anchors for their products,due to the lack of an objective basis for the evaluation of the matching of products and e-commerce anchors,they cannot achieve a quantitative assessment of the matching of products and e-commerce anchors,which easily leads to the waste of enterprise resources.Therefore,scientifically evaluating the matching between the product and the e-commerce anchor,making the decision to choose the e-commerce anchor more scientific,and achieving cost reduction and efficiency increase has become a practical and urgent issue for enterprises.However,the existing studies on live streaming e-commerce are mainly carried out from the perspectives of industry,platform and consumers,and lack of research from the enterprise perspective on the matching of products and e-commerce anchors,and the research on e-commerce anchors also lacks attention to the products themselves.The purpose of enterprises to carry out e-commerce live delivery is to promote product sales growth,and consumers’ purchase intention is the premise of consumers’ purchase behavior.As a result,this thesis will take consumers’ purchase intention as a research objective and take the matching of products and anchors as the key point to meet the enterprise demand for electricity anchor classification.This thesis studies the characteristics of e-commerce live streaming from the perspective of anchor features and types.Based on the theory of information sources and previous studies,the characteristics of e-commerce anchors are divided into five dimensions: popularity,attractiveness,credibility,professionalism,and interactivity.Combined with the structural equation model,multi-group analysis and regression coefficient analysis were performed.The types and weight of e-commerce anchors that affect consumers’ purchase intention under different product types(search-type/experiential type)are explored.In order to verify the robustness of the conclusions,this thesis takes the industry types of the products in the questionnaire samples as the classification basis and further analyzes the differences in the research conclusions under different industry types.Based on the empirical analysis,this thesis has delivered the following results:(1)The impact of e-commerce anchor characteristics on consumers’ purchase intention varies with different product types(search type and experience type).For search products,the characteristics of e-commerce anchors that affect consumers’ purchase intention include popularity,credibility,professionalism and interactivity,and all have positive effects,while the attractiveness of e-commerce anchors has no impact on consumers’ purchase intention.For experiential products: popularity,attractiveness,credibility,professionalism and interactivity of e-commerce anchors all have a positive impact on consumers’ purchase intention.(2)For search products,there is no significant difference in the types of e-commerce anchor features that affect consumers’ purchase intention in different industries.However,for the experience products,the types of e-commerce anchor features that affect consumers’ purchase intention show significant differences in different industry types.(3)For search-type products,the relative degree of influence on consumers’ purchase intention is in descending order of professional e-commerce anchor(weight =0.3307),visibility(weight =0.2372),interactivity(weight =0.2213)and credibility(weight =0.2109).The weight of e-commerce anchor characteristics that affect consumers’ purchase intention varies with different industry types for experience-oriented products.This study provides a new perspective on the classification of e-commerce anchors and enriches the relevant theoretical research on live streaming e-commerce and anchors.In addition,it develops the application scope of the regression coefficient method and offers a referential value for the selection of e-commerce anchors and the cultivation or reinforcement of relevant characteristics for enterprises.It is also beneficial for enterprises to conduct a quantitative evaluation on matching their products with e-commerce anchors,improve the scientific decision-making of choosing e-commerce anchors,and realize the cost reduction and efficiency increase of e-commerce live streaming.更多还原