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近年来我国电商直播行业快速发展，成为新型消费方式。研究基于SOR理论，分析消费者由外部刺激导致内在状态发生变化，进而产生行为反应的新型直播购物模式，构建“互动质量—情感能量—消费者购买意愿”的购买意愿模型，探究新型消费场景下影响消费者购买意愿的路径和因素。研究发现：增强电商主播的互动质量，强化直播间观众的互助质量，能有效促进直播间观众正向情感能量的沉淀和积累。基于以上发现，研究提出提升主播的专业化素养，激发观众参与意愿，构建紧密粉丝群体，以功能升级优化平台消费体验等管理和营销建议，以期对电商直播行业的健康发展发挥积极作用。
Abstract：In recent years, China's e-commerce live broadcast industry has developed rapidly and become a new type of consumption. Based on the SOR theory, the study analyses the new live shopping mode in which consumers change their internal state due to external stimuli and then generate behavioural responses, constructs the purchase intention model of ‘interaction quality-emotional energy-consumers' purchase intention',and explores the paths and factors affecting consumers' purchase intention under the new consumption scene. It is found that enhancing the interaction quality of e-commerce anchors and strengthening the mutual support quality of the live audience can effectively promote the precipitation and accumulation of positive emotional energy of the live audience. Based on the above findings, the study proposes to improve the professionalism of the anchor, stimulate the audience's willingness to participate, build a close fan base, and optimise the platform's consumer experience by upgrading its functions, in order to play a positive role in the healthy development of the e-commerce live broadcasting industry.
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基本信息:
DOI：10.14086/j.cnki.xwycbpl.2024.06.010
中图分类号:G206;F724.6;F713.55
引用信息:
[1]刘艺琴,张梓宁.电商直播互动对消费者购买意愿的影响因素研究[J].新闻与传播评论,2024,77(06):115-124.DOI:10.14086/j.cnki.xwycbpl.2024.06.010.
基金信息:
教育部人文社会科学重点研究基地重大项目(22JJ860009)