消费者对电商直播带货购买意愿的影响因素研究

A Study on the Influencing Factors of Consumers’ Purchase Intention on E-Commerce Live Banding

摘要: 电商直播行业快速发展，2024年其市场规模达5.8万亿元，用户规模5.97亿，而直播带货的兴起深刻影响着消费者的购买意愿。为探讨两者之间的联系，本研究构建了包含折扣优惠、品牌声誉、主播素养和互动体验四维变量的理论模型，并通过问卷调查法收集数据，运用SPSS25对有效样本进行描述性分析、因子分析、信效度检验及回归分析。结果显示，参与直播购物的消费者以受过良好教育的青年为主，折扣优惠、品牌声誉、主播素养和互动体验均显著正向影响购买意愿，其中折扣优惠影响最显著。据此提出以下建议：品牌提升产品声誉与服务形象，主播增强专业素养，商家增加折扣优惠并强化互动体验，以提升消费者购买意愿，从而助力直播电商行业高质量发展。

Abstract: The e-commerce live streaming industry is developing rapidly, with its market size reaching 5.8 trillion yuan in 2024 and 597 million users, while the rise of live streaming with goods profoundly affects consumers’ purchase intention. In order to explore the connection between the two, this study constructed a theoretical model containing four-dimensional variables of discount offers, brand reputation, anchor literacy and interactive experience, and collected data through questionnaire survey method, and used SPSS25 to conduct descriptive analysis, factor analysis, credibility test and regression analysis on the valid samples. The results show that consumers participating in live shopping are mainly well-educated youth, and discount offers, brand reputation, anchor literacy and interactive experience all significantly and positively affect purchase intention, with discount offers having the most significant impact. Accordingly, the following suggestions are made: brands should enhance product reputation and service image, anchors should enhance professionalism, and merchants should increase discounts and enhance interactive experience to enhance consumers’ purchase intention, thus contributing to the high-quality development of the live e-commerce industry.