摘要
Abstract
The rapid development of influencer e-commerce has driven fan-based consumption,impacted supply chains,transformed socio-economic structures,and fostered the emergence of a trillion-yuan influencer economy.To better empower influencer e-commerce,this study explores distinctive e-commerce attributes and enhances the theoretical model that explains factors influencing consumer behavioral intentions.Based on the analysis of 328 valid samples,the study reveals that interactivity,fame,and activity do not exhibit significant mediating effects.In contrast,attributes including entertainment value,professionalism,usefulness,precision,approachability,and topi-cality influence behavioral intentions directly or indirectly through functional value,psychological value,and trust.Accordingly,recommendations are proposed for influencer e-commerce and government departments to promote the healthy development of the industry and help them better serve consumers.关键词
网红电商/电商属性/消费者行为意愿/心理价值Key words
influencer e-commerce/e-commerce attributes/consumer behavioral intention/psychological value分类
管理科学
