淘宝直播带货营销话术对消费者购买意愿的影响机制研究——基于LMS有调节的中介模型的实证

Research on the Influence Mechanism of Taobao Live Marketing on Consumers’ Purchase Intention—An Empirical Experiment Based on the Moderated Mediation Model of LMS

摘要: 本研究基于LMS有调节的中介模型，从淘宝直播带货营销话术中的认识话术、认同话术和认购话术出发，围绕认知、情感、关系型心理契约、交易型心理契约构建理论模型。用Mplus软件执行潜调节结构方程的有调节的中介结构方程分析，旨在探究心理契约调节作用下，淘宝直播带货营销话术对消费者购买意愿的影响机制。研究结果表明：(1) 关系型、交易型心理契约在认识、认同、认购话术→认知→情感→消费者购买意愿的关系路径中存在调节作用。(2) 在关系型、交易型心理契约的调节作用下，认知、情感在认识、认同、认购话术→消费者购买意愿的关系路径中存在中介作用。根据实证结果，可以得知在关系、交易维度上淘宝直播带货营销话术对消费者认知、情感、购买意愿的影响机制，为淘宝电商主播及企业主播的直播营销提出相关建议。

Abstract: Based on the moderated mediation model of LMS, this study constructs a theoretical model around cognitive, emotional, relational psychological contract and transactional psychological contract based on the cognition, identity and subscription skills in Taobao live streaming marketing. The purpose of this study was to explore the influence mechanism of Taobao live streaming marketing on consumers’ purchase intention under the effect of psychological contract regulation. The results show that: (1) Relational and transactional psychological contracts have moderating effects on the relationship paths between cognition, identity, subscription speech→cognition→emotion →consumers’ purchase intention. (2) Under the moderating effect of relational and transactional psychological contracts, cognition and emotion have a mediating role in the relationship path of cognition, identification, subscription speech→consumers’ purchase intention. According to the empirical results, we can understand the influence mechanism of Taobao live streaming marketing on consumers’ cognition, emotion and purchase intention in the dimensions of relationship and transaction, and put forward relevant suggestions for the live broadcast marketing of Taobao e-commerce anchors and enterprise anchors.