中国电商主播特征对消费者购买意图的影响– 感知价值的媒介效果, e-WOM的调节效果 = The impact of characteristics of Chinese e-commerce anchors on consumer purchase intention -The mediating effect of perceived value, the moderating effect of e-WOM

다국어 초록 (Multilingual Abstract)

The pandemic has accelerated digital transformation and driven the growth of online consumption. The results of this study emphasize the significant role of e-commerce anchors characteristics, perceived value, and online reviews in purchase intentions. Through empirical analysis of the sample, this study demonstrates the following: 1) e-commerce anchors characteristics have a positive impact on perceived value. The credibility, professionalism, and attractiveness of e-commerce hosts significantly influence consumers' perceived value 2) Consumers' perceived value positively affects their purchase intentions. This suggests that the higher the perceived value of a product or service, the more likely consumers are to have the intention to purchase it. 3) Consumers' perceived value acts as a mediator in the impact of e-commerce anchors characteristics on consumers' purchase intentions. This means that e-commerce anchors' characteristics indirectly affect purchase intentions by influencing consumers' perceived value. This study holds theoretical and practical significance for the future of the e-commerce industry. 4) Online word-of-mouth did not demonstrate a meaningful moderating effect on the influence of perceived value on purchase intentions. Online word-of-mouth may have certain limitations and may not necessarily exhibit a significant moderating effect in all situations. Individual differences, competitive environments, and market saturation, among other factors, can also influence the effectiveness of online word-of-mouth. It underscores the complex interplay among key elements in the e-commerce sector, which is crucial for e-commerce businesses and online retailers. They can enhance the perceived value of their products or services by improving the professionalism and credibility of e-commerce anchors and by actively managing online reviews, thereby stimulating consumers' purchase intentions.
Furthermore, this research contributes to the theoretical and practical understanding of consumers' purchasing decision processes, offering valuable insights for companies to refine their sales strategies.

참고문헌 (Reference)

1 刘晓云, "购物社区价值共创行为与购买意愿感知价值的中介作用" 40 (40): 106-117, 2023

2 王红胜, "虚拟品牌社区互动对消费者购买意愿的影响研究" (12) : 59-62, 2023

3 许贺, "网络直播对服装消费者购买意愿的影响" 40 (40): 88-94, 2020

4 徐琳, "网络口碑可信度影响因素的实证研究" (05) : 113-117, 2007

5 李理, "网红直播带货对消费者购买意愿影响机制研究" 哈尔滨工业大学 2021

6 刘凤军, "网红直播对消费者购买意愿的影响及其机制研究" 17 (17): 94-104, 2020

7 中国互联网络信息中心, "第 51 次 中国互联网络发展状况统计报告"

8 左文明, "社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系" 17 (17): 140-150, 2014

9 谢莹, "直播营销中社会临场感对线上从众消费的影响及作用机理研究行为与神经生理视角" 27 (27): 990-1004, 2019

10 王宝义, "直播电商的本质、逻辑与趋势展望" 35 (35): 48-57, 2021

11 钟涛, "直播电商的发展要素、动力及成长持续性分析" (18) : 85-88, 2020

12 龚立新, "直播电商的发展现状、研究主体及展望, 一个系统性文献综述(上)" 15 (15): 70-75, 2023

13 彭静, "直播电商发展现状暨助力企业品牌建设研究" (06) : 20-23, 2023

14 刘颖, "直播电商从“看客”到“顾客” 主播特性对消费者观看及购买意愿的影响机制研究" 18 (18): 1168-1177, 2022

15 俞华, "直播电商与电视购物、传统电商的比较分析" (07) : 24-26, 2021

16 邵彪, "直播电商下用户在线购买意愿影响因素研究" 46 (46): 42-43, 2023

17 陈海权, "直播平台中网红特质对粉丝购买意愿的影响" 34 (34): 28-37, 2020

18 王红, "直播带货情境下主播语言内容特征对消费者购买意愿的影响研究" 42 (42): 59-65, 2022

19 张丽霞, "直播带货对消费者在线购买意愿的影响研究消费者感知价值的中介作用" (10) : 69-72, 2023

20 曾荣晖, "电子商务平台网络口碑属性对消费者购买意愿的影响" (05) : 36-38, 2023

21 卢彩秀, "电商直播营销、感知价值与顾客购买意愿" (22) : 103-106, 2022

22 戢芳, "电商直播特征及情境因素对顾客购买意愿的影响研究感知价值的中介作用" 18 (18): 53-57, 2021

23 卢丽霞, "电商直播平台主播特征对消费者购买意愿的影响" 山西财经大学 2022

24 刘军跃, "电商直播中消费者购买意愿影响因素研究基于双路径模型视角" 1-13, 2023

25 金毓, "电商直播中消费者信任感知对购买意愿的影响研究" (19) : 40-43, 2022

26 刘秋霆, "电商直播中主播特性和直播间特点对消费者购买意愿的影响研究" (04) : 63-67, 2023

27 王亚茹, "电商主播特征对直播间顾客粘性的影响研究" 吉林大学 2021

28 陈志远, "电商主播特征与非理性消费行为关系实证分析" (04) : 81-84, 2023

29 韩箫亦, "电商主播属性对消费者在线购买意愿的影响基于扎根理论方法的研究" 42 (42): 62-75, 2020

30 张学睦, "生态标签对绿色产品购买意愿的影响以消费者感知价值为中介" 35 (35): 59-64, 2019

31 中国社会科学院财经战略研究院, "淘宝直播, 2022直播电商白皮书" 2022

32 郭国庆, "消费者在线评论可信度的影响因素研究" 32 (32): 17-23, 2010

33 谭畅, "浅析网络直播的定义、特点、发展历程及其商业模式" (19) : 165-168, 2018

34 沈奕君, "服装类短视频特征对消费者购买意愿的影响" 60 (60): 88-96, 2023

35 覃素香, "明星带货主播特质与消费者购买意愿的关系研究以社会临场感为中介" (10) : 81-84, 2023

36 辛敏, "心流体验视角下网红直播营销对消费者冲动购买意愿的影响研究" 江西财经大学 2021

37 曹征, "广告诉求方式对消费者购买意愿的影响" (14) : 86-88, 2021

38 龚婷, "带货主播语言行为特征与消费者购买意愿关系分析" (18) : 57-60, 2022

39 林婷婷, "基于信任和感知价值的电商直播消费者购买意愿研究" 云南财经大学 2021

40 李德俊, "基于S-O-R模型的消费者线上冲动性购买行为研究" 35 (35): 36-38, 2018

41 张喜乐, "在线评论对消费者购买意愿的影响基于感知价值的调节作用" (07) : 154-158, 2022

42 朱辉煌, "在线评论与图片对消费者购买意愿的影响" (05) : 43-50, 2020

43 关辉, "品牌店铺直播带货对消费者购买意愿影响机理研究" (10) : 125-128, 2021

44 郑鑫, "品牌周边产品对主营产品购买意愿影响的实证研究" 41 (41): 90-95, 2021

45 陈凯, "品牌专场直播对消费者购买意愿的影响机制" 37 (37): 40-50, 2023

46 王思玥, "关于电商直播中消费者购买意愿的影响因素研究" 西南财经大学 2021

47 林玲, "信息源特性视角下网红直播对购买意愿的影响" (06) : 58-64, 2023

48 中华人民共和国商务部, "中国电子商务报告2022" 2023

49 赵紫萱, "‘直播+旅游’情境下消费者购买意愿影响因素研究" (01) : 33-38, 2023

50 Busemeyer, J. R., "analysis of multiplicative combination rules when the causal variables are measured with error" 93 (93): 549-, 1983

51 Ohanian, R, "The impact of celebrity spokespersons' perceived image on consumers'intention to purchase" 31 (31): 46-, 1991

52 Arndt, J, "Role of product-related conversations in the diffusion of a new product" 4 (4): 291-295, 1967

53 Zeithaml, V. A, "Consumer perceptions of price, quality, and value: A means-end Model and synthesis of evidence" 52 (52): 2-22, 1988

54 Bambauer-Sachse S, "Brand equity dilution through negative online word-of-mouth communication" 18 (18): 38-45, 2011

55 Burnkrant, R. E, "Attitude organization and the attitude-behavior relation: A reply to Dillon and Kumar" 49 (49): 47-57, 1985

56 Kelman, H. C, "Attitude change" Routledge 205-233, 2017

57 星图数据, "2022年双十一全网销售数据解读报告"

58 网经社, "2021年度中国电子商务人才状况调查报告"