电商直播中主播特性对消费者购买意愿的影响研究

A Study on the Influence of Host Characteristics in E-Commerce Live Streaming on Consumer Purchase Intentions

摘要: 电商直播作为数字经济时代的新型消费模式，已成为推动社会消费增长的重要引擎。在这一模式中，主播作为链接商品与消费者的关键节点，其个人特性对消费者购买决策具有显著影响。本研究基于理性行为理论、社会临场感理论及信任理论，构建了一个多维度的影响机制模型，该模型以主播特性为自变量，以消费者信任和社会临场感为中介变量，并以消费者购买意愿为因变量。通过系统的理论分析，本文深入阐释了主播特性如何通过理性认知、情感共鸣与社会认同三条主要路径影响消费者的内在心理机制，同时探讨了不同产品类型在这一影响过程中所起到的调节作用，以揭示主播特质与消费行为之间的复杂关系及其边界条件。

Abstract: E-commerce live streaming, as a novel consumption model in the digital economy era, has become a significant engine driving social consumption growth. Within this model, the host serves as a pivotal link between products and consumers, with their personal characteristics exerting a pronounced influence on consumer purchasing decisions. This study constructs a multidimensional influence mechanism model grounded in rational choice theory, social presence theory, and trust theory. The model posits host characteristics as the independent variable, consumer trust and social presence as mediating variables, and consumer purchase intention as the dependent variable. Through systematic theoretical analysis, this paper elucidates how streamer characteristics influence consumers’ underlying psychological mechanisms via three primary pathways: rational cognition, emotional resonance, and social identification. It further examines the moderating role of different product types within this influence process, thereby revealing the complex relationship between streamer traits and consumer behaviour, along with its boundary conditions.