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论文编号：	13173
作者编号：	2120202850
上传时间：	2022/6/7 9:57:29
中文题目：	电商直播情境下社会临场感对消费者购买意愿的影响研究
英文题目：	Research on the impact of social presence on consumers'''' purchase intention in the context of e-commerce live streaming
指导老师：	许晖
中文关键字：	社会临场感；购买意愿；消费者信任；电商直播
英文关键字：	Social Presence; Purchase Intention; Consumer Trust; E-Commerce Live Streaming
中文摘要：	随着信息技术的发展和消费需求的升级，电商直播凭借“线上引流+实体消 费”的发展新模式成为增长最快的电子商务形式，也成为了后疫情时代提振经济 的新支点。电商直播的营销方式得到市场认可，它的出现改变了消费者的购物 体验，让消费者能在短时间内接触到大量商品信息。这一新兴营销模式与传统 线上购物的最大不同之处即社会性，电商直播购物不再是“个体性”行为，而是 带有“互动”和“陪伴”的群体性购物行为。因此，本研究以社会临场感为理论基 础对直播营销的社交属性进行重点挖掘。现有基于电商直播背景的研究多将社 会临场感作为单一变量和中介变量，分维度对其进行探究的还较少，本研究在 社会助长理论的基础之上，搭建了社会临场感的意识、情感和认知三维度和购 买意愿之间的理论模型，并且探讨了消费者信任机制的建立以及对购买意愿的 作用机制模型，丰富了社会临场感的研究视角。 本文采用定量分析方法，通过问卷调研和实证分析检验了社会临场感对购 买意愿的作用机制模型，得出以下结果：（1）社会临场感的意识、情感和认 知三个维度对消费者购买意愿均具有显著正向影响；（2）社会临场感中意识、 情感和认知三个维度对消费者信任均具有显著正向影响；（3）社会临场感能 够通过提高消费者信任来进一步提升消费者的购买意愿。（4）网红形象与产 品一致性高时，社会临场感对消费者信任的正向影响会被增强，反之亦然。 在实证研究基础上，本文进一步通过案例研究方法打开社会临场感构成和 社会临场感对消费者购买意愿过程的黑箱，并根据定量分析和案例研究总结研 究结论，对电商直播平台如何提升消费者体验，进而刺激购买意愿提出合理化 建议。本文在研究结论的基础上，从提升消费者的社会临场感水平、强化消费 者对直播间产品的信任、提高电商主播专业能力与匹配度、规范电商直播平台 四个方面对商家和平台提出建议。最后本文对研究中存在的局限和未来研究方 向进行梳理，希望对电商直播背景下的社会临场感相关研究有所帮助。
英文摘要：	With the development of information technology and the upgrading of consumer demand, e-commerce live streaming has become the fastest-growing form of e- commerce with the new development model of "online drainage + physical consumption", and has also become a new fulcrum to boost the economy in the post epidemic era. The marketing method of e-commerce live streaming has been recognized by the market. Its emergence has changed consumers' shopping experience and enabled consumers to access a large amount of commodity information in a short time. The biggest difference between this emerging marketing model and traditional online shopping is sociality. E-commerce live shopping is no longer an "individual" behavior, but a group shopping behavior with "interaction" and "companionship". Therefore, this study focuses on mining the social attributes of live streaming marketing. The existing research based on the background of e-commerce live streaming mostly takes social presence as a single variable and intermediary variable, and there is less research on it in different dimensions. Based on social facilitation theory, this dissertation constructs a theoretical model between social presence, customer trust and purchase intention, taking the three dimensions of social presence as the starting point, This paper discusses the establishment of consumer trust mechanism and the mechanism model of purchase intention, which enriches the research perspective of social presence. Using the method of quantitative analysis, this paper tests the mechanism model of social presence on purchase behavior through questionnaire survey and empirical analysis, and obtains the following conclusions: (1) the three dimensions of social presence, consciousness, emotion and cognition, have a significant positive influence on customers' purchase intention; (2) The three dimensions of consciousness, emotion and cognition of social presence have a significant positive influence on consumer trust; (3) Intermediary role of consumer trust: social presence can further enhance consumers' purchase intention by improving consumers' trust. (4) When the consistency between Internet celebrity features and products is high, the positive impact of social presence on consumer trust will be enhanced, and vice versa. Based on the live streaming situation of e-commerce, this paper discusses the impact of social presence on consumers' purchase intention, enriches the research perspective of social presence, and expands the relevant research on the influencing factors of purchase intention. Based on the research results, this paper proposes suggestions to businesses and platforms from four aspects: improving consumers' social presence level, strengthening consumers' trust in live studio products, improving the professional ability and matching degree of e-commerce anchor, and standardizing e-commerce live streaming platform. Finally, this paper combs the limitations and future research directions of the research, hoping to be helpful to the research on social presence in the context of E-commerce live streaming.
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