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论文编号：	15345
作者编号：	2120223828
上传时间：	2025/6/6 11:49:22
中文题目：	直播电商场景下用户对虚拟主播的信息交互意愿研究
英文题目：	Research on Users'''' Willingness to Engage in Information Interaction with Virtual Streamers in Live Streaming E-commerce Contexts
指导老师：	姚欣林
中文关键字：	虚拟主播；直播电商带货；信息交互；信息生态
英文关键字：	Virtual Hosts; E-commerce Sales; Information Interaction; Information Ecology
中文摘要：	虚拟主播直播带货，将人工智能、虚拟现实与直播带货完美结合，开启了电商行业的新篇章。随着AI技术在电商领域的广泛应用，用户对虚拟主播等AI工具的需求逐渐增加。然而据调查显示，用户对虚拟直播呈现显著认知断层和行为悖论。用户是直播平台的核心，他们的行为对于虚拟主播以及电商平台的发展具有重要影响。目前关于直播电商带货场景下用户与虚拟主播的信息交互相关研究较少。由此，本研究从虚拟主播、电商平台、直播用户多角度出发，对直播电商带货场景下用户对虚拟主播的信息交互意愿影响因素进行探讨，这对促进电商直播领域的虚拟主播应用发展具有重要意义。 本文基于沉浸式理论和信息生态理论，以S-O-R理论模型作为研究框架，通过个人深度访谈的方式采访直播用户，并从访谈结果中提取了关键因素作出相关研究假设，构建了直播电商带货场景下用户对虚拟主播的信息交互意愿影响因素机理模型。研究通过问卷调查的方式共收集到352份有效样本数据，并运用结构方程模型对研究假设进行了实证检验。研究结果显示：主播专业性、沉浸氛围、信息质量、娱乐性、实时互动性及相对优越性均对感知有用性有显著正向影响；而感知个性化则呈现显著负向影响。社群影响、主播专业性、信息质量、相对优越性及感知有用性对感知信任有显著正向影响；而感知拟人性则呈现显著负向影响。感知有用性对感知信任有显著的正向影响，两者均对信息交互意愿有显著的正向影响，且感知信任的作用更为突出。针对以上结论，本研究提出针对性建议，以期为电商平台、品牌商家以及技术开发人员提供切实可行的优化策略。
英文摘要：	E-commerce virtual live-streaming sales integrate artificial intelligence, virtual reality, and live-streaming sales seamlessly, marking a new chapter in the e-commerce industry. With the widespread application of AI technology in e-commerce, the demand for virtual hosts and other AI tools among users is gradually increasing. However, surveys indicate a significant cognitive gap and behavioral paradox in users' perception of virtual live-streaming. Users are the core of live-streaming platforms, and their behaviors have a profound impact on the development of both virtual hosts and e-commerce platforms. Currently, there is a lack of research on the information interaction between users and virtual hosts in the context of live-streaming e-commerce sales. Therefore, this study explores the factors influencing users' intention to interact with virtual hosts in live-streaming e-commerce sales scenarios from the perspectives of virtual hosts, e-commerce platforms, and live-streaming users. This research holds significant importance for promoting the application and development of virtual hosts in the e-commerce live-streaming domain. Based on the theories of immersion and information ecology, and using the S-O-R (Stimulus-Organism-Response) theoretical model as the research framework, this study conducted in-depth personal interviews with live-streaming users. Key factors were extracted from the interview results to form relevant research hypotheses and construct a mechanism model of factors influencing users' intention to interact with virtual hosts in live-streaming e-commerce sales scenarios. A total of 352 valid samples were collected through a questionnaire survey, and the research hypotheses were empirically tested using a structural equation model. The results show that host professionalism, immersive atmosphere, information quality, entertainment, real-time interactivity, and relative advantage all have a significant positive impact on perceived usefulness, while perceived personalization has a significant negative impact. Social influence, host professionalism, information quality, relative advantage, and perceived usefulness all have a significant positive impact on perceived trust, while perceived anthropomorphism has a significant negative impact. Perceived usefulness has a significant positive impact on perceived trust, and both have a significant positive impact on the intention to interact, with perceived trust playing a more prominent role. Based on the above conclusions, this study proposes targeted recommendations, aiming to provide practical and actionable optimization strategies for e-commerce platforms, brand merchants, and technical developers.
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