在相亲直播情景下用户付费意愿影响因素研究

A Study on Influential Factors of Customers’ Purchase Intention in the Situation of Matchmaking Live-Streaming

摘要: 相亲直播是互联网婚恋交友行业出现的新业务模式。本文试图探索相亲直播情景下，用户付费意愿的影响因素及其作用机制。基于S-O-R基本模型，结合社会临场感理论、TAM理论及信任理论，本文归纳提取出包括直播特征(互动性、真实性、娱乐性、可视性)、红娘属性(魅力属性、专业属性、互动属性)、感知有用性、感知信任、用户付费意愿等相关变量，构建研究模型。通过相亲直播平台等进行问卷调研获取一手资料，运用SEM模型深入研究各变量之间的关系。结果表明：直播特征和红娘属性整体及其子维度，均通过正向影响感知有用性和感知信任正向作用于用户付费意愿；进一步实证分析，感知有用性对感知信任的正向影响作用并未得到支持。最后，根据研究结论，本文针对行业、直播平台及直播红娘提出了改进和提升建议。

Abstract: Matchmaking Live-Streaming is a new business model that has emerged in the Internet dating in-dustry. This paper attempts to explore the factors influencing users’ willingness to pay and their mechanism of action under the live dating scenario. Based on the S-O-R basic model, combined with social presence theory, TAM theory and trust theory, this paper summarizes and extracts relevant variables including live streaming characteristics (interactivity, authenticity, entertainment and visibility), matchmaker’s attributes (charm attributes, professional attributes and interactive at-tributes), perceived usefulness, perceived trust, users’ willingness to pay, and constructs a research model. A questionnaire survey was conducted to obtain first-hand information through live dating platforms and other platforms, and the relationship between the variables was studied in depth using SEM models. The results show that both the live-streaming characteristics and the match-maker’s attributes as a whole and their sub-dimensions positively influence users’ willingness to pay through perceived usefulness and perceived trust; further empirical analysis shows that the positive effect of perceived usefulness on perceived trust is not supported. Finally, based on the findings, this paper makes suggestions for improvement and enhancement for the industry, the live streaming platform and the live redheads.