巢湖学院学报2024，Vol.26Issue(6)：36-45,10.DOI:10.12152/j.issn.1672-2868.2024.06.006
直播带货下主播崇拜对消费者购买意愿的影响研究
A Study on the Influence of Anchor Worship on Consumers'Purchase Intention in Live Commerce:Based on the Mediating Effects of Perceived Trust and Identification
摘要
Abstract
With the continuous advancement of internet technology,live commerce has emerged as one of the main-stream ways of online shopping.The anchor's proficiency in promoting products significantly influences the revenue generated from live streams.In light of this,the study adopts empirical research methods,using Para-social Inter-action(PSI)as the theoretical foundation.It investigates the impact of anchor worship on consumer purchase inten-tions and its underlying mechanisms,with perceived trust and identification serving as mediators.Analysis of 478 valid questionnaire responses was conducted using SPSS software,and structural equation modeling was performed with AMOS software to test the relationships.The findings reveal that anchor worship,perceived trust,and identifi-cation significantly affect purchase intentions.Both perceived trust and identification mediate the relationship be-tween anchor worship and consumer purchase intentions.Furthermore,by integrating worship theory into the analy-sis of consumer purchase intentions,this research broadens the scope of consumer behavior studies.关键词
主播崇拜/感知信任/认同感/消费者购买意愿Key words
anchor worship/perceived trust/identification/consumer purchase intention分类
管理科学引用本文复制引用
何珊..直播带货下主播崇拜对消费者购买意愿的影响研究[J].巢湖学院学报,2024,26(6):36-45,10.基金项目
安徽省哲学社会科学规划项目一般项目(项目编号:AHSKYY2023D003) （项目编号:AHSKYY2023D003）
