电商直播中虚拟主播特征对消费者购买意愿的影响研究

Research on the Influence of Virtual Anchor Characteristics on Consumer Purchase Intention in E-Commerce Live Streaming

摘要: 目的/意义：在电子商务直播中，主播是把流量变为销量的实时销售员与信任中介。随着AIGC和实时交互能力的提升，虚拟电商主播因其成本、时间等优势得到商家的重视。研究虚拟主播特征对消费者购买意愿的影响可以为商家和平台设计直播策略，在虚拟主播选择和应用等方面提供借鉴。方法/过程：本文以S-O-R理论为基础，将虚拟电商主播的专业性、互动性、社会性三个特征作为刺激变量，消费者感知价值为机体变量，购买意愿为反应变量构建影响因素模型，运用结构方程模型(SEM)验证假设。结果/结论：研究结果表明：除互动性对感知社会价值影响不显著外，其余特征均正向影响感知价值，感知价值正向影响购买意愿，感知价值在特征和购买意愿中起中介作用。

Abstract: Purpose/Significance: In e-commerce live streaming, the anchor is a real-time salesperson and trusted intermediary who turns traffic into sales. With the improvement of AIGC and real-time interaction capabilities, virtual e-commerce anchors have gained attention from businesses due to their cost, time, and other advantages. Studying the impact of virtual anchor characteristics on consumer purchase intention can provide reference for businesses and platforms to design live streaming strategies, and in the selection and application of virtual anchors. Method/Process: Based on the S-O-R theory, this article constructs an influencing factor model using the professional, interactive, and social characteristics of virtual e-commerce anchors as stimulus variables, consumer perceived value as the organic variable, and purchase intention as the response variable. The hypothesis is validated using structural equation modeling (SEM). Result/Conclusion: The research results indicate that, except for interactivity, which has no significant impact on perceived social value, all other features have a positive effect on perceived value. Perceived value positively affects purchase intention, and perceived value plays a mediating role in the relationship between features and purchase intention.