摘要
电商直播正迅速成长为我国热门的商品销售和线上购物形式。日益壮大的用户群体与电商直播产生紧密连接,依赖倾向愈发凸显。当前,研究人员将关注点更多地放在用户“购买”意愿与行为上,基于此,本文结合媒介依赖理论、心理特质变量(信任感、闲暇无聊感和错失恐惧感)和人口统计学变量,从媒介使用和商品营销双重属性出发,对用户的使用行为与心理特征进行综合考察。通过对406名电商直播用户的调查发现,媒介依赖诉求对于电商直播使用行为与心理特征具有预测和解释作用,对大龄男性用户的影响更为显著。此外,电商直播具有较为明显的社会属性,互动成为理解电商直播用户使用行为与心理特征的重要驱动力。未来,需要善于引导用户的互动与社交诉求,防止沉迷和上瘾倾向,更好地提升用户的购物理性。
As e-commerce live streaming has rapidly become a popular way of merchandising and online shopping in China,Currently,researchers are focusing more on user purchasing intertion and behaviors.In comparison to previous studies that focus more on psychological and behavioral factors of purchase,this study aims to investigate user behaviour and psychological traits from the dual attributes of media use and merchandising by incorporating the Media Dependency theory,psychological traits(trust,leisure boredom and fear of missing out)and demographic variables.Through a survey of 406 users,it is found that media dependency goals are predictive and illus-trative of e-commerce live streaming usage and psychological behaviour,with a more significant effect on older male users.In addition,e-commerce live streaming has prominent social attrib-utes,and interaction becomes an important driver of user behaviour and psychological appeals.Therefore,it is necessary to guide interactive and social demands to prevent addiction and pro-mote rational consumption.
作者
顾洁
尹飞天
GU Jie;YIN Feitian
基金
国家社科基金一般项目“协同治理视角下互联网企业信息管理社会责任缺失与重塑研究”(项目编号:20BXW081)的阶段性成果
关键词
电商直播
媒介依赖
媒介使用
动机
E-commerce Live Streaming
Media Dependency
Media Use
Motivation
