%0 Journal Article
%T 直播带货中明星主播的信息源特性对大学生购买意愿的影响研究<br>A Study on the Influence of Star Anchors&#8217; Information Source Characteristics on College Students&#8217; Purchase Intention in Live Streaming E-Commerce
%A 金悠琪
%J Journalism and Communications
%P 569-578
%@ 2330-4774
%D 2025
%I Hans Publishing
%R 10.12677/jc.2025.134085
%X 明星直播带货已成为直播电商发展的普遍现象&#65292;在直播带货过程中明星主播特性会对大学生的购买意愿产生影响。文章构建了明星主播特性对大学生购买意愿的影响模型&#65292;将特性分为知名度、专业度、互动性、可信度四类&#65292;通过问卷调查(N = 123)收集数据&#65292;运用SPSS软件分析以验证模型。研究结果表明&#65292;明星主播的互动性、可信度对大学生购买意愿有显著正向影响&#65292;其中可信度的影响更为显著。这意味着明星越能让大学生感到信任&#65292;就越能激发其积极的购买意愿。<br>Star live streaming e-commerce has become a common phenomenon in the development of live e-commerce, and the characteristics of star anchors in the process of live streaming e-commerce have an impact on the purchase intention of college students. This paper constructs a model of the influence of characteristics of star anchors on college students&#8217; purchase intention, and divides star characteristics into four categories: popularity, professionalism, interactivity, and credibility. It collects data through questionnaires (N = 123), and analyzes them with SPSS software to verify the model. The results of the study show that the interactivity and credibility of stars have a significant positive effect on college students&#8217; purchase intention, in which the effect of credibility is more significant. This means that the more a star can make college students feel trusted, the more it can stimulate their positive purchase intention.
%K 直播带货&#65292
%K 明星主播&#65292
%K 购买意愿&#65292
%K 信息源特性<br>Live Streaming E-Commerce
%K Star Anchors
%K Purchase Intention
%K Information Source Characteristics
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=112416