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论文编号：	15485
作者编号：	2120233685
上传时间：	2025/6/12 18:08:39
中文题目：	品牌高管直播对消费者购买意愿的影响及其机制研究
英文题目：	Research on the Impact of Brand Executives'' Live Streaming on Consumers'' Purchase Intention and Its Mechanisms
指导老师：	张永强教授
中文关键字：	高管主播特征；购买意愿；消费者信任；精细加工可能性模型
英文关键字：	Characteristics of Executive Anchors;Purchase Intention;Consumers'' Trust;Elaboration Likelihood Model
中文摘要：	在移动互联网技术的推动下，直播行业呈现爆发式增长，电商直播凭借实时性、互动性与社交性优势，成为品牌营销的重要阵地。小米雷军、格力董明珠等企业高管频繁现身直播间的现象引起社会广泛讨论，高管主播不仅通过直播形式直接推动产品销售，更承担起传递品牌文化、拉近用户距离的角色。但目前学术界鲜有学者关注到高管直播现象，缺乏对高管主播特征和影响效果的探讨。因此本研究通过实证分析探究高管主播特征对消费者购买意愿的影响机制，以期对品牌高管直播提供管理建议。 本研究基于ABC态度理论和精细加工可能性模型，以高管主播的特征（互动性、专业性、知名度、亲和力）为自变量，消费者信任（认知信任、情感信任）为中介变量，消费者购买意愿为因变量，品牌涉入度为调节变量，构建本文理论模型。在实证分析上，本研究采取问卷调研的方式收集数据，选取有过品牌高管直播观看经历的消费者为样本，通过线上线下调研共收集有效问卷420份，借助SPSS 26.0和AMOS 24.0软件对构建的模型进行检验。研究结果显示：高管主播的互动性、专业性、知名度和亲和力特征均对消费者信任和购买意愿产生显著的正向影响效果，其中，消费者认知信任和情感信任起显著中介作用。品牌涉入度正向调节消费者认知信任与购买意愿的关系，但在情感信任与购买意愿的关系中并没有显著的调节效应。因此，品牌高管在直播过程中需要注意提升自己在互动性、专业性、知名度和亲和力四个维度上的水平，塑造良好的形象，从而促进消费者信任与购买意愿的转化。 本研究在理论层面拓展了电商直播研究视角，深化了ABC态度理论和精细加工可能性模型的应用，完善了消费者行为理论体系。在实践中，为高管主播、品牌企业、直播平台提供指导与建议，以期助力高管直播的稳健发展。
英文摘要：	Driven by the development of mobile Internet technology, the live streaming industry has witnessed explosive growth. E-commerce live streaming, with its advantages of real-time interaction, interactivity and sociality, has become an important platform for brand marketing. The frequent appearances of corporate executives such as Lei Jun of Xiaomi and Dong Mingzhu of Gree in live streaming rooms have sparked widespread discussions in society. These executive live streamers not only directly promote product sales through live streaming but also play a role in conveying brand culture and narrowing the distance with users. However, currently, few scholars in the academic circle have paid attention to the phenomenon of executive live streaming, and there is a lack of research on the characteristics and impact of executive live streamers. Therefore, this study aims to explore the influence mechanism of executive live streamer characteristics on consumers' purchase intention through empirical analysis, with the expectation of providing management suggestions for brand executives' live streaming. Based on the ABC attitude theory and the Elaboration Likelihood Model, this study constructs a theoretical model with the characteristics of executive live streamers (interactivity, professionalism, popularity, and affinity) as independent variables, consumer trust (cognitive trust and emotional trust) as mediating variables, and consumer purchase intention as the dependent variable. Brand involvement is set as a moderating variable. The empirical analysis adopts a questionnaire survey to collect data, selecting consumers who have watched brand executive live streams as samples. A total of 420 valid questionnaires were collected through online and offline surveys. The constructed model was tested using SPSS 26.0 and AMOS 24.0 software. The research results show that the interactivity, professionalism, popularity, and affinity of executive live streamers all have significant positive effects on consumer trust and purchase intention. Among them, consumer cognitive trust and emotional trust play significant mediating roles. Brand involvement positively moderates the relationship between consumer cognitive trust and purchase intention, but has no significant moderating effect on the relationship between emotional trust and purchase intention. Therefore, brand executives should pay attention to improving their levels in the four dimensions of interactivity, professionalism, popularity, and affinity during live streaming to create a good image and promote the transformation of consumer trust into purchase intention. This study expands the research perspective of e-commerce live streaming at the theoretical level, deepens the application of the ABC attitude theory and the Elaboration Likelihood Model, and enriches the consumer behavior theory system. In practice, it provides guidance and suggestions for executive live streamers, brand enterprises, and live streaming platforms, with the aim of promoting the stable development of executive live streaming.
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