网红电商直播对消费者购买决策的影响：消费者态度的中介作用
The Impact of Internet Celebrity E-Commerce Live Broadcast on Consumers’ Purchase Decision: The Intermediary Role of Consumers’ Attitude

本文探讨了网红电商直播对消费者购买决策的影响以及消费者态度在二者之间的作用。方法：采用网红电商直播特征问卷、消费者态度问卷、购买决策量表对166名拥有网红电商直播消费经历的消费者进行问卷调查。结果：网红电商直播中网红个人魅力正向预测消费者购买决策(β = 0.65, p < 0.001)；网红电商直播中高互动性显著正向预测消费者购买决策(β = 0.63, p < 0.001)；网红电商直播显著正向预测消费者态度(β = 0.79, p < 0.001)；消费者态度显著正向预测消费者购买决策(β = 0.79, p < 0.001)；消费者态度在网红电商直播与消费者购买决策间起部分中介作用，中介效应占比为67.71%。结论：网红电商直播能通过消费者态度影响消费者购买决策的产生。
This paper discussed the impact of Internet celebrity e-commerce live broadcast on consumers’ purchase decision-making and the role of consumers’ attitudes between them. Methods: 166 consumers with Internet celebrity e-commerce live broadcast consumption experience were investigated by using the Internet Celebrity e-Commerce Live Broadcast Characteristic Questionnaire, Consumer Attitude Questionnaire and Purchase Decision Scale. Results: In the live broadcast of Internet celebrity e-commerce, personal charm of Internet celebrity positively predicted consumers’ purchase decisions (β = 0.65, p < 0.001); the medium and high interactivity of Internet celebrity e-commerce live broadcast significantly positively predicted consumers’ purchase decision (β = 0.63, p < 0.001); Internet celebrity e-commerce live broadcast significantly positively predicted consumers’ attitudes (β = 0.79, p < 0.001), consumers’ attitudes significantly positively predicted consumers’ purchase decision (β = 0.79, p < 0.001); consumers’ attitudes played a partial intermediary role between Internet celebrity e-commerce live broadcast and consumers’ purchase decision-making, and the intermediary effect accounted for 67.71%. Conclusion: Internet celebrity e-commerce live broadcast can affect consumers’ purchase decisions through consumers’ attitudes.