大学生对文化主播“与辉同行”商品的评价及购买行为路径分析研究

Study on the Evaluation and Purchase Behavior Path Analysis of Cultural Host “Time with Yuhui” Products among College Students

摘要: 本研究旨在分析大学生对文化主播“与辉同行”商品的评价及其购买行为路径。通过对大学生群体的调查数据进行系统分析，本研究探讨了大学生对主播推荐商品的态度、评价标准以及影响其购买决策的因素。研究结果不仅有助于理解大学生在新媒体环境下的消费行为模式，还为文化主播及电商行业提供了针对性的营销策略和建议。本文通过发放电子问卷收集数据，基于这些数据建立结构方程模型(SEM)并进行路径分析，从而揭示了评价数量、评价质量、主播带货特征对购买意愿的影响。

Abstract: This study aims to analyze college students’ evaluations of cultural host “Time with Yuhui” products and their purchase behavior paths. Through systematic analysis of survey data from the college student population, this research explores college students’ attitudes towards products recommended by hosts, evaluation criteria, and factors influencing their purchase decisions. The findings not only help understand the consumption behavior patterns of college students in the new media environment but also provide targeted marketing strategies and suggestions for cultural hosts and the e-commerce industry. This paper collects data through the distribution of electronic questionnaires, establishes a structural equation model (SEM) based on these data, and performs path analysis to reveal the impact of the number of reviews, quality of reviews, and host characteristics on purchase intention.