直播带货模式对顾客购买意愿的影响研究——体验价值的中介作用

Research on the Influence of Live Commerce Mode on Customers’ Purchase Intention—The Mediating Role of Experiential Value

摘要: 直播带货是电商企业平台推出以提高消费者购物体验的营销模式。本研究结合SOR理论和体验价值结构维度模型，构建主播特性、产品特性、直播特性与购买意愿之间的影响关系模型，并嵌入体验价值的三个维度作为中介变量，分别为功能性体验价值、情感性体验价值和社会性体验价值，旨在探究直播带货为顾客带来的虚拟体验如何影响购买意愿，并采用分层回归方法对研究假设给予论证。结果表明：购买意愿影响程度降序排列为：专业属性、娱乐属性、吸引力属性、即时互动属性、真实属性、优惠属性和品牌属性；功能性、情感性、社会性体验价值对购买意愿均有促进作用；功能性体验价值和社会性体验价值的中介效应显著，情感性体验价值的中介效应并未得到证实。

Abstract: Live commerce is a marketing model launched by e-commerce enterprise platforms to improve consumers’ shopping experience. This research combines SOR theory and experience value struc-ture dimension model to construct the influence relationship model between anchor characteristics, product characteristics, live broadcast characteristics and purchase intention, and embeds three dimensions of experience value as intermediary variables, namely functional experience value, emotional experience value and social experience value. Hierarchical regression methods demon-strate research hypotheses. The results show that the influence degree of purchase intention is ranked in descending order: professional attribute, entertainment attribute, attractive attribute, instant interaction attribute, real attribute, preferential attribute and brand attribute; functional, emotional and social experiential value all promote purchase intention; the mediating effect of functional experiential value and social experiential value is significant, but the mediating effect of emotional experiential value has not been confirmed.