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论文编号：	12474
作者编号：	2120192793
上传时间：	2021/6/12 11:43:00
中文题目：	淘宝平台头部达人主播的受众购买意愿影响因素研究
英文题目：	Research on the Influencing Factors of the Audience''s Purchase Intent of the Head Live Streamers on Taobao Platform
指导老师：	石鉴
中文关键字：	头部达人主播；受众感知；购买意愿；结构方程模型；多群组分析
英文关键字：	Head Live Streamer; Audience Perception; Purchase Intention; Structural Equation Model; Multigroup Analysis
中文摘要：	直播电商自 2016 年出现以来，所展现出的变现能力与日俱增。但随着直播电商的发展与主播数量的增加，直播电商行业出现了主播同质化严重、受众审美疲劳等一系列问题。许多头部达人主播在日益激烈的竞争中脱颖而出，但依然面临流量获取和转化的棘手问题。 本文基于 SOR 理论，针对直播电商中主播面临的受众购买意愿问题，选择最具有商业价值的头部达人主播视角为研究视角，对其受众购买意愿的影响因素进行研究，并在实证研究的基础上为电商头部达人主播及其他利益相关者提供可行的对策建议。 本文创新性地选择了全体头部达人主播的研究视角，与现有研究中的个案研究相比，本文的研究结论更具有普遍性。且本文研究了受众购买意愿形成的各类影响因素的综合作用，相比于现有的单因素或部分因素的研究来说，对受众购买意愿形成的机制刻画更为全面。同时，相比于现有研究中针对全体受众的研究，本研究增加了对粉丝受众和路人受众两类群体的比较。 本文的主要研究工作可以总结为以下几点： （1）以 SOR 理论为分析框架，建立了主播可控的外部刺激因素、受众感知与受众购买意愿之间的关系假设和概念模型。另外，根据对粉丝受众和路人受众身份特征的分析，建立两类受众购买意愿影响因素异同的假设。 （2）设计并发放调查问卷，得到了具有良好信度和效度的实证研究数据。 （3）使用全样本构建结构方程模型并进行模型拟合，在对模型适配度指标进行检验的基础上，进行结构模型的路径系数检验。另外，通过建立嵌套模型并进行卡方差异性检验的方式，验证了预设模型的稳健性，并进一步使用 Bootstrap法对受众感知的中介作用进行了检验。经验证，感知风险、目的性、外部评价是影响受众购买意愿的最重要因素，且感知实用性价值和感知享乐性价值在目的性、外部评价与受众购买意愿的关系之间起完全中介作用。 （4）使用单因素方差分析和多群组的结构方程模型分析，在全样本模型基础上，比较粉丝受众和路人受众两类受众群体购买意愿的差异及影响因素之间的差异。经验证，受众是否为主播的粉丝受众，对受众购买意愿的影响确实存在，且粉丝受众具有更高的购买意愿水平，更容易受到头部达人主播的影响，两类群体在各个影响因素的作用方面均存在差异。 （5）针对当前电商头部达人主播在?升受众购买意愿过程中存在的不足，结合本文的实证分析结果，对电商头部达人主播和利益相关者提出建议。
英文摘要：	Since the emergence of live streaming e-commerce in 2016, its commercial realization ability has been increasing day by day. However, with the development of live streaming e-commerce and the increase in the number of live streamers, a series of problems such as serious homogenization of live streamers and consumer aesthetic fatigue have appeared in the live streaming e-commerce industry. Many head live streamers stand out in the increasingly fierce competition, but they still face the thorny problem of traffic acquisition and conversion. Many head live streamers have a short flow life cycle, less attention can be obtained, and they are unable to achieve sustained and high level of commercial transformation. Based on SOR theory, aiming at the problem of audience buying intention faced by live streamers in live streaming e-commerce, this study chooses the most commercially valuable head live streamers as the research perspective to study the influencing factors of its audience's purchase intention, and on the basis of empirical research to provide feasible countermeasures and suggestions for e-commerce head live streamers and other stakeholders. This thesis innovatively chooses the research perspective of all the head live streamers. Compared with the case studies in the existing research, the research conclusion of this thesis is more universal. Moreover, this thesis studies the comprehensive effect of various influencing factors on the formation of the audience's purchase intention. Compared with the existing researches on single factor or partial factor, this thesis describes the mechanism of the formation of the audience's purchase intention more comprehensively. At the same time, compared with existing studies on all audiences, this study adds a comparison between fans and passers-by. The main research work of this thesis can be summarized as follows: (1) With SOR theory as the analytical framework, the relationship hypothesis and conceptual model among live streamers' controllable external stimulus factors, audience’s perception and audience's purchase intention are established. In addition, based on the analysis of the identity characteristics of fans and passers-by, a hypothesis of the similarities and differences in the factors influencing the purchase intention of the two types of audiences is established. (2) Questionnaires were designed and distributed, and empirical research data with good reliability and validity were obtained. (3) In this thesis, a full sample structural equation model is constructed for model fitting and model robustness analysis. The structural model path test and mediating effect test are carried out to verify the research hypothesis proposed in this thesis. It is proved that perceived risk, purposiveness and external evaluation are the most important factors affecting the purchase intention of the audience. In addition, through the Bootstrap method, the following findings were obtained in this study: perceived practical value and perceived hedonistic value play a complete mediating role in the relationship between purposiveness, external evaluation and the purchase intention of the audience. (4) Based on the full sample model, this thesis uses single-way ANOVA and multigroup structural equation model analysis to verify the differences in purchasing intentions and influencing factors between fans and passers-by. It has been proved that whether a audience is a fan of the live streamer does have an impact on the purchase intention of the audience, and the fan audience has a higher level of purchase intention and is more susceptible to the influence of the live streamer. There were differences in the effects of various influencing factors between the two groups. (5) The last, combined with the conclusions of this study and the shortcomings of the practice in live streaming e-commerce industry, suggestions are put forward for the live streamers and other stakeholders
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