The impact of E-commerce live streamers' professionalism on consumers' purchasing intentions

电商主播专业性对消费者购买意愿的影响研究

Name: Ruisi Zhang

LCSH: Electronic commerce

LCSH: Social media influencers

LCSH: Live streaming

LCSH: Professionalism

LCSH: Purchase intention

Abstract: In the digital age, e-commerce livestreamers have notably impacted consumer purchasing behavior. This study investigates how their professionalism affects consumers' purchase intentions, focusing on the mediating role of perceived value and the moderating role of virtual touch. The data were collected from 559 consumers using a questionnaire survey and analyzed with structural equation modeling and multiple linear regression. The findings reveal that e-commerce livestreamers’ professionalism significantly enhances consumers' purchase intentions and perceived value. Perceived value, in turn, positively impacts purchase intentions. Moreover, perceived value mediates the relationship between livestreamers' professionalism and purchase intentions, while virtual touch positively moderates the link between professionalism and perceived value. This study demonstrates that livestreamers’ professionalism directly boosts consumers' purchase intentions and indirectly does so by increasing perceived value. Additionally, virtual touch strengthens the positive effect of livestreamers’ professionalism on perceived value, further encouraging consumer purchasing behavior. This research enriches the theoretical foundation of consumer behavior in e-commerce and offers practical insights for e-commerce platforms and livestreamers

Abstract: 在数字化时代背景下，电商主播作为一种新兴的营销方式，对消费者购买行 为产生了显著影响。本研究旨在探究电商主播专业性对消费者购买意愿的影响机 制，特别是感知价值的中介作用和虚拟触觉的调节作用。通过问卷调查法，本研 究收集了559 位消费者的数据，旨在验证电商主播专业性、感知价值、虚拟触觉 与消费者购买意愿之间的关系。 本文研究采用结构方程模型与多元线性回归进行数据分析，研究结果显示， 电商主播的专业性显著正向影响消费者的购买意愿和感知价值；感知价值对消费 者的购买意愿有显著正向影响；感知价值在电商主播专业性与消费者购买意愿之 间起到了中介作用；此外，虚拟触觉在电商主播专业性与感知价值之间发挥了正 向的调节作用。 本文证实了电商主播的专业性不仅直接增强了消费者的购买意愿，还通过提 升感知价值间接影响购买意愿。此外，虚拟触觉能够加强电商主播专业性对感知 价值的正向影响，从而促进消费者购买行为。这一研究不仅丰富了电商领域消费 者行为的理论基础，也为电商平台和主播提供了实际操作的参考

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Jin Maozhu

Role: Advisor

Created: 2024

Modified: 2569-07-08

Issued: 2026-07-08

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Grantor: Rangsit University

Descipline: Business Administration

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