论文总字数：32469字

摘 要

随着网络和信息技术的不断普及和发展，直播电商逐步发展，市场规模不断扩大。为了从中分一杯羹，各传统电商平台都开始搭建直播电商板块，采取多种营销手段，挖掘消费潜力，促进经济发展。

本文通过阅读之前的研究者的相关研究理论基础，整理归纳出的直播平台、直播人员、直播内容、直播的互动性、直播的娱乐性、直播的优惠性这些变量并将其设置为前因变量；将中间变量设置为感知功能变量和感知情感变量，将购买意愿设置为结果变量。基于此，本文设计了调查问卷，最终收到来自各个渠道回收的问卷总计329份，根据甄别题目得到268份有效问卷，问卷有效率达81.46%。最后，经过多重数据分析，得到以下结论：

1、直播电商模式下，精准服务的直播平台、优质的直播人员、丰富且优质的直播内容、直播时的高互动性、直播时的高娱乐性都会正向的影响消费者对直播时强力推荐的商品的感知功能价值。但是直播时的优惠力度，强度等则会负向影响消费者对直播时强力推荐的商品的感知功能价值。

2、直播电商模式下，消费者受到精准服务的直播平台、优质的直播人员、丰富且优质的直播内容、直播时的高娱乐性、直播的高优惠性的影响，会对其直播时强力推荐的商品产生正向的感知情感价值。而直播的互动性则不能正向且显著的影响其感知情感价值。

3、直播电商模式下，消费者的感知功能价值会正向影响观看直播电商而产生购买这个推荐的商品意愿的人，感知情感价值同理。

据此，本研究对变量提出了有针对性的建议：优化平台监管及直播技术，提升用户体验感；加强直播人员培养，打造明星主播；详细介绍产品细节，优化直播内容输出；增加专属服务，提升消费者共情感；增加游戏环节，提升消费者娱乐感；把握优惠力度，注重产品质量。最后，总结了本研究的不足与展望。

关键词：直播电商；消费者；购买意愿

Investigation and Research on Consumers" Purchase Intention in Live E-commerce

Abstract

With the continuous popularization and development of the network and information technology, live broadcasting e-commerce develops gradually and the market scale keeps expanding. In order to share a share of the market share, all traditional e-commerce platforms have started to build live streaming e-commerce sectors and adopted a variety of marketing methods to tap consumption potential and promote economic development.

By reading the theoretical basis of previous researches, this paper sorted out and summarized such variables as live broadcast platform, live broadcast personnel, live broadcast content, live broadcast interactivity, live broadcast entertainment and live broadcast preference, and set them as antecedent variables. The intermediate variable was set as the perceptual function variable and the perceptual affective variable, and the purchase intention was set as the result variable. Based on this, this paper designed a questionnaire, and finally received a total of 329 questionnaires from various channels. According to the screening questions, 268 valid questionnaires were obtained, with an effective rate of 81.46%. Finally, after multiple data analysis, the following conclusions are drawn:

1. Under the live streaming e-commerce model，the precise service live broadcast platform, high-quality live broadcast personnel, rich and high-quality live broadcast content, high interactivity during live broadcast, and high entertainment during live broadcast all have a positive impact on consumers" perceived functional value of products strongly recommended during live broadcast. However, the strength and intensity of the offers during the live broadcast will negatively affect the perceived functional value of the products strongly recommended by consumers during the live broadcast.

2. Under the live streaming e-commerce model，consumers will have positive perceived emotional value for the products strongly recommended by them during the live broadcast, influenced by the accurately serving live broadcast platforms, high-quality live broadcast personnel, rich and high-quality live broadcast content, high entertainment during the live broadcast, and high preference for the live broadcast. However, the interactivity of live broadcast could not positively and significantly affect their perceived emotional value.

3. Under the live streaming e-commerce model, the perceived functional value of consumers will positively influence the people who watch the live streaming e-commerce and have the intention to buy the recommended goods. The same is true with the perceived emotional value.

Based on this, this study puts forward targeted suggestions for variables: optimize platform supervision and live broadcast technology to improve user experience; Strengthen the training of live broadcast personnel and build star anchors; Introduce product details in detail, optimize the output of live broadcast content; Increase exclusive services to enhance consumers" mutual affection; Increase game links to enhance consumers" sense of entertainment; Grasp the preferential strength, pay attention to product quality. Finally, the shortcomings and prospects of this study are summarized.

Key words：Live e-commerce；Consumer；Purchase Intention

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的 1

1.3 研究意义 1

1.4 研究内容及方法 2

1.5 论文框架 2

第二章 直播电商的消费者购买意愿文献综述 4

2.1 相关理论综述 4

2.1.1 直播电商的概念 4

2.1.2 消费者购买意愿的概念 4

2.2 国内外文献综述 4

2.2.1 直播平台 4

2.2.2 直播人员 5

2.2.3 直播电商的互动性 5

2.2.4 直播电商的优惠性 5

第三章 直播电商模式下消费者购买意愿实证模型构建 7

3.1 研究变量及模型的提出 7

3.2 研究假设 9

3.3 量表设计 10

第四章 直播电商模式下消费者购买意愿影响因素分析 12

4.1 问卷发放与收集 12

4.2 描述性分析 12

4.3 信度分析 14

4.5 结构方程模型分析 20

4.6 相关性分析 21

4.6.1 前因变量与感知功能价值的相关性分析 21

4.6.2 前因变量与感知情感价值的相关性分析 22

4.6.3 感知价值与购买意愿的相关性分析 22

4.7 回归分析 23

4.7.1 前因变量与感知功能价值的回归分析 23

4.7.2 前因变量与感知情感价值的回归分析 23

4.7.3 感知价值与购买意愿的回归分析 24

4.8 研究结论 24

4.8.1 研究假设检验 24

4.8.2 研究模型修正 25

第五章 结束语 26

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