| 网红直播带货中的购买意愿唤起及其影响机制研究——基于计划行为理论的解释架构 |
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| 引用本文： | 张启尧,黄婷,彭白静.网红直播带货中的购买意愿唤起及其影响机制研究——基于计划行为理论的解释架构[J].山东商业职业技术学院学报,2021(1). |
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| 作者姓名： | 张启尧 黄婷 彭白静 |
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| 作者单位： | 东华理工大学经济与管理学院 |
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| 基金项目： | 江西省社会科学基金青年项目“消费者参与绿色品牌价值共创行为促进幸福感提升的机制研究”(19GL43);江西省高校人文社会科学研究青年项目“中高端消费需求下江西省农产品品牌升级路径及策略研究”(GL18124);东华理工大学地质资源经济与管理研究中心开放基金项目“基于品牌关系视角的绿色品牌培育路径研究”(17GL05)。 |
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| 摘 要： | 基于计划行为理论,构建网红直播带货情境下消费者困惑、网红力量、自我效能感和矛盾态度对消费者购买意愿影响的概念模型,利用网络问卷调查采集的330份有效样本进行实证分析发现:消费者由网红直播带货感知的自我效能感对购买意愿有显著正向影响,网红力量的影响不显著;消费者由网红直播带货生成的超载困惑对矛盾态度有显著正向影响,相似困惑和模糊困惑的影响不显著;矛盾态度在消费者困惑对购买意愿影响中的中介作用不显著。
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| 关 键 词： | 网红直播 购买意愿 计划行为理论 消费者困惑 |
Purchase Intention Arousing and Its Influence in Live Broadcasting Celebrity:An Explanatory Framework Based on the Theory of Planned Behavior |
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| ZHANG Qiyao,HUANG Ting,PENG Baijing.Purchase Intention Arousing and Its Influence in Live Broadcasting Celebrity:An Explanatory Framework Based on the Theory of Planned Behavior[J].Journal of Shandong Institute of Commerce and Technology,2021(1). |
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| Authors: | ZHANG Qiyao HUANG Ting PENG Baijing |
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| Institution: | (School of Economics and Management, East China University of Technology, Nanchang, Jiangxi 330013, China) |
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| Abstract: | Based on the theory of planned behavior,this paper constructs a conceptual model of the influence of consumer confusion,web celebrity power,self-efficacy and ambivalent attitude on consumers’purchase intention under the situation of live broadcast celebrity with goods.Through the empirical analysis of 330 valid samples collected from the online questionnaire survey,it is found that the self-efficacy generated by consumers’live broadcast celebrity with goods has a significant positive influence on the purchase intention,while the influence of web celebrity power is not significant.The overloading confusion generated by live broadcast celebrity has a significant positive effect on ambivalent attitude,while similar confusion and fuzzy confusion have no significant effect.The mediating effect of ambivalent attitude between consumer confusion and consumers’purchase intention is not significant. |
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| Keywords: | live broadcasting celebrity purchase intention theory of planned behavior consumer confusion |
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