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论文编号：	14669
作者编号：	2120223681
上传时间：	2024/6/5 19:51:48
中文题目：	社交电商直播间差异化特征对消费者持续购买意愿的影响研究 ——以抖音电商为例
英文题目：	Study on the impact of differentiation characteristics of social e-commerce broadcast room on consumers'' continuous purchase intention -- Take Tiktok e-commerce as an example
指导老师：	许晖
中文关键字：	直播间差异化特征；感知信任；沉浸体验；持续购买意愿
英文关键字：	Differential characteristics of broadcast room; Perceived trust; Immersive experience; Continuous buying intention
中文摘要：	中国电子商务行业经过二十余年的高速发展，传统电子商务获客成本不断攀升，人口红利逐渐消退，电子商务行业呈现出持续放缓的发展态势，行业已经从流量增长时代转变为存量争夺阶段，消费者是否会在平台上长期进行消费成为影响各电子商务平台能否可持续发展的指挥棒。而在此背景下，以社交电商为平台而萌生的直播业态取得了巨大成功。其中抖音电商直播业态GMV已突破万亿，领先传统电商淘宝与社交电商平台快手等头部直播电商平台，成为社交电商行业的佼佼者。因此，本研究将以抖音电商为例，探索社交电商直播业态相较于传统电商而言具备的差异化特征，以及该特征对于消费者持续购买意愿的影响机制，以期对电商行业提供管理启示。 本研究基于文献梳理以及对信息源理论、SOR理论等相关理论的回顾，采用多案例分析、统计分析等研究方法，从主播与直播间氛围两个直播间差异化特征维度出发，归纳出主播可信度、主播吸引力、支持性氛围、交互性氛围作为自变量；将消费者感知信任、沉浸体验作为中介变量；将消费者持续购买意愿作为因变量，构建本研究的理论模型。在实证分析上，结合前人研究成果与抖音电商直播间特点完成量表设计，并选取在抖音电商直播间有过购物经历的消费者作为样本，通过线上及线下双渠道调研共收集有效问卷418份，采用SPSS26.0和AMOS24.0软件进行模型拟合与路经检验，得出如下研究结论：（1）主播可信度特征通过作用于消费者感知信任与沉浸体验，对持续购买意愿产生正向影响；（2）主播吸引力特征通过作用于消费者沉浸体验，对持续购买意愿产生正向影响；（3）直播间交互性氛围通过作用于消费者沉浸体验，对持续购买意愿产生正向影响；（4）直播间支持性氛围通过作用于消费者感知信任与沉浸体验，对持续购买意愿产生正向影响。基于此，本研究从主播培训、直播间运营、平台与政府监管三个维度提出管理启示，希望能对社交电商乃至电子商务行业直播业态的可持续发展提供参考。
英文摘要：	After more than 20 years of rapid development, China's e-commerce industry has witnessed rising customer acquisition costs of traditional e-commerce, gradually fading demographic dividend, and showing a trend of continuous slowdown. The industry has changed from the era of traffic growth to the stage of stock competition. Whether consumers will consume on the platform for a long time has become the baton that affects the sustainable development of each e-commerce platform. In this context, the live broadcasting format created on the platform of social e-commerce has achieved great success. Among them, Tiktok live broadcasting format GMV suddenly broke the trillion yuan, leading the traditional e-commerce Taobao and social e-commerce platform Kuaishou and other live broadcasting e-commerce platforms, becoming the leader of the social e-commerce industry. Therefore, this study will take Tiktok e-commerce as an example to explore the differentiation characteristics of social e-commerce live broadcasting compared with traditional e-commerce, as well as the impact mechanism of this feature on consumers' continuous purchase intention, in order to provide management enlightenment for the e-commerce industry. Based on literature review and review of relevant theories such as information source theory and SOR theory, this study adopts multi-case analysis, statistical analysis and other research methods, and summarizes anchor credibility, anchor attraction, supportive atmosphere and interactive atmosphere as independent variables from the two dimensions of anchor and broadcast room atmosphere. Consumers' perceived trust and immersion experience are taken as mediating variables. The continuous purchase willingness of consumers is taken as the dependent variable. Based on the above variables, the theoretical model of this study is constructed. In terms of empirical analysis, the scale design was completed based on previous research results and the characteristics of Tiktok's e-commerce live broadcast room. Consumers who had shopping experience in Tiktok's e-commerce live broadcast room were selected as samples. A total of 418 valid questionnaires were collected through online and offline channels. The following conclusions are drawn: (1) The credibility characteristics of anchors have a positive impact on consumers' perceived trust and immersion experience, so as to have a positive impact on continuous purchase intention; (2) The attractiveness characteristics of anchors have a positive impact on the continuous purchase intention by influencing the immersive experience of consumers; (3) The interactive atmosphere of the broadcast room has a positive impact on the continuous purchase intention by influencing the immersive experience of consumers; (4) The supportive atmosphere in the broadcast room has a positive impact on the continuous purchase intention by influencing consumers' perceived trust and immersion experience. Based on this, this study puts forward management implications from three dimensions: anchor training, live broadcast room operation, platform and government supervision, hoping to provide references for the sustainable development of live broadcast formats in social e-commerce and even e-commerce industry.
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