直播营销用户体验对消费者购买意愿的影响研究——基于顾客信任的中介作用
Research on the Influence of User Experience of Live Broadcast Marketing on Consumers’ Purchase Intention—Based on the Mediating Role of Customer Trust
摘要: 直播营销是网络环境下重要的营销模式，已经成为企业获得销售收入的重要营销模式之一。目前有关直播营销的研究大多聚焦于消费者感知价值及动机对消费者行为的影响，忽略了对消费者在直播营销过程中主观感受的研究。因此，本研究基于SOR理论，构建了直播营销用户体验与消费者购买意愿的研究模型。通过问卷调查，发现直播营销用户体验对顾客信任和购买意愿有直接影响，顾客信任在直播营销用户体验和消费者购买意愿之间起部分中介作用。本研究丰富了直播营销用户体验领域的研究，提出了改善直播营销用户体验的方法，对企业直播营销活动的开展具有一定的指导意义。
Abstract: Live broadcast marketing is an important marketing model under the network environment and has become one of the important marketing models for enterprises to obtain sales revenue. At present, most researches on live broadcast marketing focus on the impact of consumers’ per-ceived value and motivation on consumer behavior, neglecting the subjective feelings of consumers in the process of live broadcast marketing. Therefore, based on the SOR theory, this research constructed a research model of user experience and purchase intention of live broadcast marketing. Through the questionnaire survey, it is found that the user experience of live broadcast marketing has a direct impact on customer trust and purchase intention, and customer trust plays a partial intermediary role between the user experience of live broadcast marketing and consumer purchase intention. This research has enriched the research in the field of user experience of live broadcast marketing and put forward methods to improve the user experience of live broadcast marketing, which has a certain guiding significance for the development of live broadcast marketing activities of enterprises.
文章引用：李治萍, 熊艳, 王荩怡 (2022). 直播营销用户体验对消费者购买意愿的影响研究——基于顾客信任的中介作用. 心理学进展, 12(1), 159-167. https://doi.org/10.12677/AP.2022.121017

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