直播模式下意见领袖对消费者购买意愿的影响因素研究——以淘宝直播为例

Research on the Influencing Factors of Opinion Leaders on Consumers’ Purchase Intention in the Live Broadcast Mode—Taking Taobao Live Broadcast as an Example

摘要: 随着直播购物模式日益普及，消费者得以在节约时间成本的同时获取高性价比产品。然而，由于无法直接接触实体商品，消费者对产品的认知主要依赖于电商主播的推荐、专业讲解及其个人声誉。由此可见，意见领袖的个人特质在一定程度上影响了消费者的购买意愿。基于此，本研究以淘宝直播为研究对象，探讨意见领袖特征对消费者购买意向的内在作用机制，系统分析了意见领袖对消费者购买意愿影响的主要原因，对直播平台与意见领袖提出相关建议，以期带来电商平台更好的发展。

Abstract: With the increasing popularity of live shopping models, consumers can save time and cost while obtaining cost-effective products. However, due to the lack of direct access to physical goods, consumers’ perception of products mainly relies on the recommendations, professional explanations and personal reputation of e-commerce anchors. It can be seen that the personal characteristics of opinion leaders directly affect consumers’ willingness to buy to a certain extent. Based on this, this study takes Taobao Live as the research object to explore the internal mechanism of opinion leader characteristics on consumers’ purchase intention, systematically analyzes the main reasons for the influence of opinion leaders on consumers’ purchase intention, and puts forward relevant suggestions for live broadcast platforms and opinion leaders, in order to bring better development of e-commerce platforms.