摘 要

从2018年淘宝双11的电商直播销售数据可以看出，在美妆方面，电商直播所带来的经济效益最为明显。而这一新的营销模式不仅带动了美妆行业快速发展，同样也带动了“电商网络主播”这一职业的迅速崛起。消费者在进行传统的网上购物时，对产品的信息了解不够全面，仅限于一些文字描述和美化后的图片，而电商网络主播的出现，可以让消费者更为直观的了解产品。与此同时电商网络主播也对自己直播领域的产品有更为专业的了解，并且借助直播这个媒介平台，也可以实时的和消费者进行互动，对消费者的提问进行快速反馈。这些都会影响消费者的感知价值，从而影响其购买意愿。当前国内外的大部分研究都还主要集中在电商直播这个模式的营销优势和发展上，而对其中的参与者的研究还比较少。其实在直播过程中，电商网络主播和消费者的接触最为紧密，最能影响消费者。所以本文参考了相关文献后，决定从电商网络主播的流行性、专业性和互动性三个方面来探讨其对消费者购买意愿的影响，同时也探讨了消费者感知价值在中间作为中间变量是否有一定的影响。

本文基于相关文献的研究基础，采用实证研究的方法，首先对电商直播、电商网络主播、消费者感知价值、消费者购买意愿等理论基础进行阐述；然后结合实际情况总结得到研究假设，设计其研究模型；在问卷网设计问卷收集数据，用SPSS22.0软件进行数据分析，使得假设得到验证。结论显示，电商网络主播的流行性、专业性和互动性对消费者的购买意愿具有显著正向影响，与此同时，电商网络主播的属性也会通过影响消费者的感知价值而间接影响消费者的购买意愿。

因此，本文也提出以下建议：电商在进行直播卖货时可以尽量选择当下比较流行的电商网络主播，其次，电商网络主播要想留住顾客群提高自己的购买率，就一定要在其对应的领域储备丰富的专业知识，专业性越强，就越能得到顾客的信任。最后电商网络主播在进行直播时一定要注意多与观众互动，及时对顾客的提问进行反馈，满足顾客的需求，这样能提高顾客的购买意愿。

关键词：电商直播；电商网络主播；消费者感知价值；消费者购买意愿

Abstract

As can be seen from the sales data of Taobao double 11's e-commerce live broadcast in 2018, the economic benefits brought by e-commerce live broadcast are the most obvious in terms of beauty. This new marketing mode not only promotes the rapid development of beauty industry, but also promotes the rapid rise of the profession of "e-commerce network anchor". In traditional online shopping, consumers do not have a comprehensive understanding of the product information, only limited to some text description and beautified pictures, while the emergence of e-commerce network anchor can make consumers more intuitive understanding of the product. At the same time, e-commerce network hosts also have a more professional understanding of their own live broadcast products, and on the live platform, they can interact with consumers promptly, and reply consumers’ questions quickly. Which not only affect the perceived value of consumers, but also affect their purchase intention. At present, most of the researches at home and abroad are mainly focused on the marketing advantages and development of the mode of e-commerce live broadcast, while the research on the participants - e-commerce network anchor is relatively few. This thesis is just for the participants of e-commerce live broadcast - the anchor and consumers to explore. After all, in the process of live broadcast, the contact between the e-commerce network anchor and the consumer is the closest, which can affect the consumer the most. Therefore, after referring to the relevant literature, this paper decided to explore the influence of e-commerce network anchor on consumers' purchase intention from three aspects: popularity, professionalism and interactivity. At the same time, it also discussed whether consumers' perceived value as an intermediate variable has a certain impact in the middle.

This thesis is based on the research foundation of relevant literature and adopts empirical research methods. First, the theoretical foundations of e-commerce live broadcast, e-commerce network anchor, consumer perceived value, and consumer willingness to purchase are elaborated; then the research hypothesis is combined with the actual situation to establish research Model. In the questionnaire network design questionnaire data collection, data analysis with SPSS22.0 software, make the hypothesis verified. The conclusion shows that the popularity, specialty and interaction of e-commerce network anchor have a significant positive impact on consumers' purchase intention. At the same time, the attributes of e-commerce network anchor will indirectly affect consumers' purchase intention by influencing consumers' perceived value.

Therefore, this thesis also puts forward the following suggestions: when e-commerce is selling live products, it can try to choose the more popular e-commerce network anchors. Secondly, if the e-commerce network anchor wants to keep the customer group and improve his purchase rate, he must reserve rich professional knowledge in his corresponding field. The stronger the professionalism, the more trust he can get from customers. Finally, when the e-commerce network anchor carries on the live broadcast, he must pay attention to the interaction with the audience, feed back the customer's questions in time, meet the customer's needs, so as to improve the customer's purchase intention.

Key Words：E-commerce live broadcast; E-commerce network anchor; Eonsumer perceived value; Consumer purchase intention

目 录

第1章 绪论 1

1.1 研究背景 1

1.2 研究目的以及意义 1

1.2.1 研究目的 1

1.2.2 研究意义 1

1.3 国内外研究现状 2

1.3.1 国内研究现状 2

1.3.2 国外研究现状 3

1.4 研究内容、方法、技术路线 4

1.4.1 研究内容 4

1.4.2 研究方法 4

1.4.3 技术路线 5

第2章 相关理论基础 7

2.1 电商直播 7

2.2 网络主播 7

2.2.1 社会媒体影响者或网络名人 7

2.2.2 意见领袖（Opinion Leader） 7

2.2.3 卖家自己 8

2.3 顾客感知价值 8

2.3.1 功利价值 8

2.3.2 娱乐价值 8

2.4 消费者购买意愿 9

2.5刺激-机体-反应模型 9

第3章 研究假设与模型 11

3.1 研究模型 11

3.2 研究假设 11

3.2.1 变量的界定 11

3.2.2 电商主播特征与消费者购买 12

3.2.3 主播属性与消费者感知价值 12

3.2.4 消费者感知价值与消费者购买 13

3.2.5 消费者感知价值的中介作用 13

第4章 研究设计与数据收集 15

4.1 问卷设计 15

4.1.1 变量的测量 15

4.2 描述性统计分析 16

4.3 问卷的信度和效度分析 17

4.3.1 信度分析 17

4.3.2 效度分析 18

第5章 实证数据分析与结论 22

5.1 相关性分析 22

5.2 回归分析 23

5.2.1 电商网络主播属性对消费者购买意愿的回归分析 23

5.2.2 “电商网络主播属性”对消费者感知功利价值的回归分析 24

5.2.3 “电商网络主播属性”对消费者感知娱乐价值的回归分析 25

5.2.4 消费者感知价值对消费者购买意愿的回归分析 25

5.3 中介效应分析 26

5.3.1 感知功利价值的中介检验 26

5.3.2 感知娱乐价值的中介检验 27

5.4 结果讨论 28

第6章 全文总结与研究展望 30

6.1 总结 30

6.1.1 创新点 30

6.1.2 管理启示 30

6.2 展望 31