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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
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Abstract:
明星直播带货已成为直播电商发展的普遍现象，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，将特性分为知名度、专业度、互动性、可信度四类，通过问卷调查(N = 123)收集数据，运用SPSS软件分析以验证模型。研究结果表明，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，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，就越能激发其积极的购买意愿。
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’ 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’ 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.
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