The Influence of Anchor Characteristics on Consumers' Shopping Intention in Live Broadcast Marketing

直播营销中主播特性对消费者购物意愿的影响

Name: Jinru Du

LCSH: Consumer behavior -- Research

LCSH: Electronic commerce -- Research

LCSH: Internet marketing -- Research

Abstract: 随着移动网络的普及和网络媒体的发展,电商直播逐渐兴起,创造了虚拟带动实体经济的商业模式,衍生出独特的直播生态,刺激了直播市场的经济发展。消费者购买意愿的产生会受到购物场所的环境、氛围、服务质量等多种外界因素的影响,还会受到消费者自身因素的影响。电商直播是一种在线购物模式创新,使卖家能够通过现场产品演示和产品促销活动直接与购物者沟通和互动,提供线上实时购物指导,消费者与消费者之间也可以通过留言板或弹幕实时进行沟通交流。本研究对电商直播营销具有重要的研究价值,研究结果对直播行业有一定的指导价值和借鉴意义。本文以直播营销、主播特性、消费者购买意愿这三个核心概念为切入点,对三个概念的核心含义与主要内容进行梳理,并通过文献分析法对直播营销、主播性与消费者购买意愿的发展史研究现状进行归纳整理,为后文的研究理论基础。通过梳理各国的文献结合当下直播营销的实际发展情况,探讨特性与消费者购买意愿的测量维度,根据测量维度提出研究假设,构 念模型。设计调查问卷并有针对性的发放问卷,收集数据,通过SPS据进行描述性分析和统计性分析,实证分析结果表明:通过实证检 对消费者购买意愿影响的因素得出知名度、产品涉入度及真诚性显著正费者重复购买意愿;专业性、带货能力及真诚性显著正向影响消费者意愿。

Abstract: With the popularity of mobile network and the development of network media, e-commerce live broadcasting is rising gradually, creating a business model of virtual driving the real economy, spawning a unique live broadcasting ecology, and stimulating the economic development of live broadcasting market. The purchasing intention of consumers will be affected by various external factors such as the environment, atmosphere and service quality of the shopping place, as well as consumers' own factors E-commerce live broadcasting is an innovation in online shopping mode, enabling sellers to communicate and interact directly with shoppers through on-site product demonstrations and product promotions, providing real-time online shopping guidance, and consumers to communicate with each other through message boards or bullet in real time. This study has important research value for e-commerce broadcast marketing, and the research results have certain guiding value and reference significance for the live broadcast industry. This paper takes the three core concepts of live broadcast marketing, anchor characteristics and consumers' purchase intention as the entry point, sorts out the core meanings and main contents of the three concepts, and summarizes the research status of the history of live broadcast marketing, anchor characteristics and consumers' purchase intention through literature analysis, laying a solid theoretical foundation for the following research. By combing the literature of various countries and combining with the current actual development of live broadcasting marketing, this paper discusses the measurement dimensions of anchors' characteristics and consumers' purchase intention, proposes research hypotheses according to the measurement dimensions, and constructs a conceptual model of the two. Questionnaires were designed and distributed using questionnaire star to collect data. SPSS25 software was used for descriptive and statistical analysis of the data. The empirical analysis results showed that: Through the empirical test on the influence factors of anchor characteristics on consumers' purchase intention, it is concluded that popularity, professionalism, interactivity, product involvement degree and carrying ability have a significant positive impact on consumers' repeated purchase intention. Popularity, professionalism, ability to bring goods and sincerity have a significant positive impact on consumers purchase intention

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: ShanShan Wang

Role: Principal Supervisor

Modified: 2567-09-09

Created: 2022

Issued: 2024-09-06

วิทยานิพนธ์/Thesis

application/pdf

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DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Business Administration

Grantor: Dhurakij Pundit University

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