电商直播中消费者冲动性购买意愿的影响研究——基于感知风险中介作用与消费者信任调节作用
Research on the Influence of Consumers'Impulsive Purchase Intention in E-Commerce Live Broadcasting:Based on the Mediating Effect of Perceived Risk and Moderating Effect of Consumer Trust
王鑫雨1
作者信息
- 1. 河北工程大学管理工程与商学院,河北邯郸 056038
- 折叠
摘要
针对电商直播中消费者冲动购买愈发普遍的现象,探讨电商主播作为直播间信息源对消费者冲动性购买意愿的实质影响,文章从感知风险视角出发,构建电商主播特征与消费者冲动性购买意愿理论模型,并分析消费者信任在电商主播特征与感知风险之间的调节效应.结果表明:主播专业性、可信性和吸引力负向影响感知风险.感知风险在主播专业性、可信性和吸引力与消费者冲动性购买意愿之间具有中介作用,且消费者信任在主播专业性、可信性与感知风险之间具有正向调节作用.因此,电商直播平台应完善主播考核制度,优化服务内容质量,加强直播监督管理,以降低消费者感知风险,有效激发其购买欲望.
Abstract
In view of the increasingly common phenomenon of consumers'impulse buying in e-commerce live broadcasting,this paper discusses the substantial impact of e-commerce anchors as information sources on consumers'impulse buying intention.From the perspective of perceived risk,this paper constructs a theoretical model of characteristics of e-commerce anchors and consumers'impulsive buying intention,and analyzes the moderating effect of consumer trust between characteristics of e-commerce anchors and perceived risk.The results show that the professionalism,credibility and attractiveness of anchors negatively affect the perceived risk.Perceived risk plays an intermediary role among professionalism,credibility,attractiveness of anchors and consumers'impulsive purchase intention,and consumer trust plays a positive moderating role among professionalism,credibility and perceived risk of anchors.Therefore,e-commerce live broadcasting platforms should improve evaluation system of anchors,optimize the quality of service content,and strengthen supervision and management of live broadcasting,so as to reduce consumers'perceived risks and effectively stimulate their desire to buy.
关键词
电商直播/信息源/感知风险/消费者信任/冲动性购买意愿Key words
e-commerce live broadcasting/information source/perceived risk/consumer trust/impulsive purchase intention引用本文复制引用
出版年
2024
NETL
NSTL
万方数据