摘要
互联网的发展为网络直播购物提供了虚拟的交易空间,网络直播带货也因此成为新兴的热门职业。本文基于来源可信度和准社会互动理论,通过实验探究了不同的主播类型(传统明星和网络主播)对消费者品牌态度和购买意愿的影响,以及主播与带货品牌的匹配类型(功能匹配和形象匹配)的调节作用。研究发现,网络主播相比传统明星能让消费者产生更高的品牌态度和购买意愿;当主播与带货品牌偏向功能匹配时,网络主播相比传统明星主播能让消费者产生更积极的来源可信度和准社会互动感知,进而促进消费者品牌态度和购买意愿;当主播与带货品牌偏向形象匹配时,其结果无显著差异。因此,企业在选择直播主体的过程中,应综合考虑主播类型及其与产品匹配程度,以提高消费者的购买意愿及品牌态度。
The development of the Internet provides a trading space for online live shopping,and online live shopping has become a new hot occupation.Based on the theory of source credibility and quasi social interaction,this research explores the influence of different anchor types(traditional star and network anchor)on the formation of consumers’brand attitude and purchase intention,and the moderating role of the matching types(function matching and image matching)between anchor and brand.The results show that compared with traditional stars,network anchor can make consumers have higher brand attitude and purchase intention;Moreover,when the anchor and the brand with goods prefer to function matching,compared with the traditional star anchor,the network anchor can make consumers have more positive source credibility and quasi social interaction perception,and then promote consumers’brand attitude and purchase intention.When the anchor and the delivery brand prefer image matching,the results have no significant difference.Therefore,in the process of choosing the anchor of the live broadcast,the brand should comprehensively consider the anchor type and its matching degree with the product,so as to improve the consumers’purchase intention and brand attitude.
作者
费鸿萍
周成臣
Fei Hongping;Zhou Chengchen(East China University of Science and Technology,Shanghai 200237,China)
出处
《河南师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2021年第3期80-89,共10页
Journal of Henan Normal University(Philosophy and Social Sciences)
关键词
直播带货
网络主播
传统明星
品牌态度
购买意愿
live broadcast
network anchor
traditional stars
brand attitude
purchase intention
