直播电商情境下意见领袖对消费者购买行为的影响研究

Study on the Influence of Opinion Leaders on Consumers’ Purchasing Behavior in the Context of Live E-Commerce

摘要: 随着互联网的快速发展，销售方式变得多种多样，各大网络直播平台开始被应用来进行销售，直播电商应运而生。本文采用S-O-R模型(刺激–机体–反应模型)，以意见领袖的特性和意见领袖的推荐信息特性为自变量，并将消费者感知价值作为中介变量的情况下，分析直播电商情境下意见领袖对消费者购买行为的影响。结果显示，直播电商情境下意见领袖的特征(专业性、知名度和互动性)，以及意见领袖推荐信息的特征(推荐信息的形式，不同意见领袖推荐信息的一致性和意见领袖推荐信息的时效性)都对消费者购买行为具有明显的积极效应，同时，感知价值在其中起中介作用，并且经验证是完全中介。

Abstract: With the rapid development of the Internet, sales methods have become diverse, and major webcasting platforms have begun to be applied to conduct sales, and live e-commerce has emerged. In this paper, we use the S-O-R model (stimulus-organism-response model) to analyze the influence of opinion leaders on consumer purchase behavior in the live e-commerce context with the charac-teristics of opinion leaders and the characteristics of the recommendation information of opinion leaders as independent variables and the perceived value of consumers as mediating variables. The results show that the characteristics of opinion leaders (professionalism, popularity and interactiv-ity) and the characteristics of recommendation messages of opinion leaders (form of recommenda-tion messages, consistency of recommendation messages of different opinion leaders and timeliness of recommendation messages of opinion leaders) in the live e-commerce context have significant positive effects on consumers’ purchase behavior, while perceived value plays a mediating role and is verified to be fully mediated.