电商虚拟主播新颖性的影响研究

Study on the Impact of Novelty of Virtual Anchors in E-Commerce

摘要: 伴随着人工智能技术的快速发展，虚拟主播在电商直播领域发挥着越来越重要的作用。虽然关于虚拟主播的研究快速增加，但是较少有研究从新颖性和客户灵感视角探讨虚拟主播的作用。因此，本研究以SOR框架为基础，通过问卷调查的方式收集了175份数据，重点关注了虚拟主播新颖性对客户灵感、观看意愿以及购买意愿的影响。研究结果发现：虚拟主播新颖性对灵感激发、观看意愿以及购买意愿有显著正向影响，但是对灵感意图无显著影响。灵感激发能显著正向影响灵感意图，但对观看意愿与购买意愿无显著影响。灵感意图对观看意愿与购买意愿有显著正向影响。本研究不仅丰富了虚拟主播的理论研究，同时也能为电商直播行业的发展提供策略建议。

Abstract: With the rapid development of artificial intelligence technology, virtual anchors are playing an increasingly important role in live streaming e-commerce. Although the research on virtual anchors is increasing rapidly, few studies have explored the role of virtual anchors from the perspective of novelty and customer inspiration. Therefore, based on the SOR framework, this study collected 175 data through a questionnaire survey and focused on the impact of virtual anchor novelty on customer inspiration, watch intention and purchase intention. The results show that virtual anchor novelty has a significant positive impact on customer inspired-by, watch intention and purchase intention, but has no significant impact on inspired-to. Inspired-by can significantly positively affect customer inspired-to, but has no significant impact on watch intention and purchase intention. Inspired-to has a significant positive impact on watch intention and purchase intention. This study not only enriches the theoretical research on virtual anchors, but also provides strategic suggestions for the development of live streaming e-commerce industry.