电商主播价值观型领导对粉丝群体购买转化的影响机制研究

A Study on the Influence Mechanism of E-Commerce Anchors’ Value-Based Leadership on Fan Group Purchase Conversion

摘要: 电商直播的蓬勃发展为粉丝经济与数字消费的融合提供了新的场域。本文基于价值观型领导理论，结合ABC态度模型，构建电商主播价值观型领导对粉丝群体购买转化影响的理论分析框架。研究提出，主播价值观型领导包含真诚性、道德性、服务性与参与性四个核心维度，通过粉丝的价值感知与信任感知双重中介路径，最终影响购买转化。主播亲近度在这一影响过程中发挥调节作用。研究进一步揭示，这一影响机制在粉丝社群中呈现出层级扩散、情感连带与身份认同的群体动力学特征。研究结论为理解直播电商中价值观要素的商业转化价值提供了理论解释，也为规范直播业态、引导主播价值取向提供了实践启示。

Abstract: The vigorous development of e-commerce livestreaming has provided a new field for the integration of fan economy and digital consumption. Based on value-based leadership theory and combined with the ABC attitude model, this paper constructs a theoretical analysis framework for the influence mechanism of e-commerce anchors’ value-based leadership on fan group purchase conversion. The study proposes that anchors’ value-based leadership comprises four core dimensions: authenticity, morality, service orientation, and participation. It ultimately influences purchase conversion through the dual mediating paths of fans’ value perception and trust perception. Anchor closeness plays a moderating role in this influence process. The study further reveals that this influence mechanism exhibits characteristics of group dynamics within fan communities, including hierarchical diffusion, emotional contagion, and identity construction. The research conclusions provide a theoretical explanation for understanding the commercial conversion value of value-based elements in e-commerce livestreaming, as well as practical insights for regulating the livestreaming industry and guiding anchors’ value orientation.