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论文编号：	12381
作者编号：	2120192865
上传时间：	2021/6/10 10:03:01
中文题目：	电商直播情境下弹幕信息特性对消费者购买意愿影响研究
英文题目：	Research on the Impact of Danmu Information Characteristics on Consumers'''''''' Purchase Intention in the Context of E-commerce Live Streaming
指导老师：	焦媛媛
中文关键字：	电商直播;弹幕信息特性;消费者情绪;时间压力;购买意愿
英文关键字：	E-commerce Live Streaming; Danmu Information Characteristics; Consumer Emotion; Time Pressure; Purchase Intention
中文摘要：	伴随企业组织间的跨界融合创新，大量新物种不断涌现并快速崛起，电商直播在2019年悄然崛起，不足两年时间发展速度令人膛目。截至2020上半年，我国电商直播用户规模为3.09亿，占网络直播用户的55%，活跃主播数大于40万人，成为了拉动经济、提振消费的新增长极。电商直播业态至于国家社会经济增长的重要性和小直播间遍地开花的普惠式增长成为重要趋势。目前学界集中在对在线购买的研究上，一方面聚焦在对传统直播平台（如生活、娱乐、游戏和秀场等直播平台）的持续使用意愿研究，另一方面主要关注电商直播中信息源（例如主播特质）对消费者购买意愿的影响研究。而弹幕作为一种新形式的动态瞬间消费流信息，是电商直播情境下目前最通用的、使用上最好用的用户交互规则，传递了消费者对直播产品消费的重要信息。但学界对弹幕的研究鲜有，更多的是聚焦在传统电商购买中对在线评论的研究和对传统直播形式下弹幕信息特性对持续使用意愿的探讨。 因此，本文首先基于深度访谈的质性研究，解构了电商直播情境下弹幕信息特性（包括响应性、契合性、诊断性、时效性和娱乐性）并整理出测量量表。然后，本文从感性视角探讨了以感知唤醒和感知愉悦为中介变量的弹幕信息特性对购买意愿的影响研究机理，并引入时间压力这一调节变量，探究了时间压力在弹幕信息特性对购买意愿的影响研究机理中的调节作用。实证结果表明，弹幕信息诊断性、娱乐性、契合性和响应性均显著正向影响消费者的唤醒水平和愉悦情感，弹幕信息时效性显著负向影响影响消费者的唤醒水平和愉悦情感。其中，弹幕信息诊断性对感知唤醒影响作用最大，弹幕信息娱乐性对感知愉悦影响作用最大。感知唤醒和感知愉悦在弹幕信息特性与购买意愿的关系间的中介效应显著。感知唤醒和感知愉悦都显著正向影响消费者的购买意愿，但感知唤醒相较于感知愉悦对购买意愿的影响程度要大。时间压力对消费者感知唤醒与购买意愿的调节作用不显著；但时间压力显著负向调节消费者感知愉悦与购买意愿之间的关系。
英文摘要：	With the cross-border integration and innovation among enterprises and organizations, a large number of new species are emerging and rising rapidly. E-commerce live streaming has quietly risen in 2019, and its development speed is impressive in less than two years. By June 2020, the number of e-commerce live streaming users in China was 309 million, accounting for 55% of web live streaming users, and the number of active anchors is more than 400,000, which has become a new growth point to boost the economy and stimulate consumption. E-commerce live streaming is important for national social and economic growth, and it has become an important trend for the inclusive growth of small live streaming rooms. At present, the academic circles focus on the study of online purchase. On the one hand, it focuses on the continuous use intention of traditional live streaming platforms (such as life, entertainment, games and show). On the other hand, it mainly focuses on the influence of information sources (such as anchor characteristics) under e-commerce live streaming on consumers' purchase intention. As a new form of dynamic instantaneous consumption flow information, Danmu is the most common and best-used user interaction tool in e-commerce live streaming situation, which conveys important information about consumers' consumption of live broadcast products. However, there are few studies on Danmu in academic circles, and more focus is on online comments in traditional e-commerce purchase and on the characteristics of Danmu information in traditional live streaming. Therefore, based on the qualitative research of in-depth interviews, this paper first deconstructs the characteristics of Danmu information (including Responsiveness, Correspondence, Diagnosticity, Temporal Contiguity and Entertainment) in the context of e-commerce live streaming, and sorts out the measurement scale. Then, from the perceptual perspective, thesis discusses the research mechanism of the impact of Danmu Information Characteristics on Purchase Intention with Perceived Arousal and Perceived Pleasure as intermediary variables. With introducing the regulated variable of Time Pressure, thesis explores the moderating role in this research. The empirical results show that the Diagnosticity, Entertainment, Correspondence and Responsiveness of Danmu information have a significant positive impact on Perceived Arousal and Perceived Pleasure, while the Temporal Contiguity of Danmu information has a significant negative impact on them. At the same time, the Diagnosticity of Danmu information has the greatest positive impact on Perceived Arousal, and the Entertainment of Danmu information has the greatest positive impact on Perceived Pleasure. Perceived Arousal and Perceived Pleasure have a significant mediating impact on the relationship between Danmu Information Characteristics and Purchase Intention. Both them have a significant positive impact on consumers' Purchase Intention, but the former has a greater impact on Purchase Intention than the latter. It is indistinctive for the impact of Time Pressure on Perceived Arousal and Purchase Intention. However, Time Pressure significantly negatively regulates the relationship between consumers' Perceived Pleasure and Purchase Intention.
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