网络思想因素对大学生直播带货购买意愿的影响

The Influence of Network Ideological Factors on College Students’ Willingness to Buy Goods through Live Streaming

摘要: 近年来，直播带货呈现了爆发式的增长，这种销售模式不仅为商家提供了一个全新的销售渠道，也为消费者带来了更为丰富和便捷的购物体验。然而，直播内容因素能否影响年轻消费群体的购买意愿？在这项研究中，总结了以往的文献和理论，提出了研究假设并设计了调查问卷，通过量表数据来验证假设的成立性。通过SPSS和AMOS软件的计算，得到信效度验证后，得到以下结论：1) 娱乐性、内容质量、主播吸引力显著促进了大学生对直播带货平台的消费者信任；2) 互动性、娱乐性和消费者信任显著促进了高校大学生对直播带货平台的购买意愿。最后，本文结合研究结论给出了相应启示。

Abstract: In recent years, live streaming has shown explosive growth. This sales model not only provides a new sales channel for merchants, but also brings consumers a richer and more convenient shopping experience. However, can the live content factor affect the purchasing willingness of young consumer groups? In this study, the previous literature and theories are summarized, the research hypothesis is put forward and the questionnaire is designed to verify the validity of the hypothesis through the scale data. Through the calculation of SPSS and AMOS software, after obtaining the verification of credibility and validity, the following conclusions are obtained: 1) Entertainment, content quality and anchor attraction significantly promote college students’ consumer trust in live streaming platforms; 2) Interaction, entertainment and consumer trust have significantly promoted college students’ willingness to buy live broadcast platform. Finally, this article gives corresponding enlightenment in combination with the research conclusions.