摘要
近些年来,电商直播异军突起,出现了大量活跃于网络直播间的网络主播。同时,大学生是消费的主力军也是消费群体中的特殊消费者。通过问卷调查,探究电商主播特征对大学生在线购买意愿影响的作用机理,得到结论:电商主播特征中的知名度、专业度、产品涉入度、互动性均对大学生在线购买意愿产生正向影响,且知名度、互动性的影响较大。感知信任、感知风险中介作用于电商主播特征对大学生在线购买意愿的影响中。最后针对电商主播特征对电商企业提出营销策略。
In recent years, e-commerce live streaming has sprung up, and a large number of online anchors who are active in online live broadcast rooms have emerged. At the same time, college students are the main force of consumption and special consumers in the consumer group. Through the questionnaire survey, the mechanism of the influence of e-commerce anchor characteristics on college students’ online purchase intention was explored, and the conclusion was that the popularity, professionalism, product involvement, and interactivity of e-commerce anchor characteristics had a positive impact on college students’ online purchase intention, and the popularity and interactivity had a greater impact. Perceived trust and perceived risk mediating play a role in the influence of e-commerce anchor characteristics on college students’ online purchase intention. Finally, according to the characteristics of e-commerce anchors, the marketing strategy for e-commerce enterprises is proposed.
出处
《电子商务评论》
2024年第1期23-32,共10页
E-Commerce Letters
