直播商务中虚拟主播对消费者购买意愿的影响研究

Research on the Influence of Virtual Anchors on Consumers’ Purchase Intention in Live Streaming Commerce

摘要: 目的/意义：伴随信息技术的持续发展，虚拟主播等代替真人的直播商务活动由于蕴藏着巨大商业潜力受到了众多企业的关注。消费者购买意愿成为影响虚拟主播代替真人进行直播可持续发展的重要因素。方法/过程：研究基于SOR理论，从IT可供性角度构建消费者购买意愿的影响因素模型，并通过调查观看过虚拟主播直播带货的观众来验证此模型。结果/结论：研究发现，表达性、购物引导性通过构建虚拟主播的社会临场感和远程临场感对消费者购买意愿起显著正向作用。

Abstract: Purpose/Significance: With the continuous development of information technology, virtual anchors and other live broadcast business activities that replace real people have attracted the attention of many enterprises due to their huge business potential. Consumer purchase intention has become an important factor affecting the sustainable development of virtual anchors instead of real people for live broadcasting. Method/Process: Based on SOR theory, the influencing factor model of consumers’ purchase intention is constructed from the perspective of IT availabil-ity, and this model is verified by surveying the viewers who have watched the virtual anchor live streaming. Results/Conclusion: The study finds that expressiveness and shopping guidance play a significant positive role in consumers’ purchase intention by constructing the social presence and remote presence of virtual anchors.