摘要
明星直播带货已成为直播电商发展的普遍现象,在直播带货过程中明星主播特性会对大学生的购买意愿产生影响。文章构建了明星主播特性对大学生购买意愿的影响模型,将特性分为知名度、专业度、互动性、可信度四类,通过问卷调查(N=123)收集数据,运用SPSS软件分析以验证模型。研究结果表明,明星主播的互动性、可信度对大学生购买意愿有显著正向影响,其中可信度的影响更为显著。这意味着明星越能让大学生感到信任,就越能激发其积极的购买意愿。
Star live streaming e-commerce has become a common phenomenon in the development of live ecommerce,and the characteristics of star anchors in the process of live streaming e-commerce have an impact on the purchase intention of college students.This paper constructs a model of the influence of characteristics of star anchors on college students’purchase intention,and divides star characteristics into four categories:popularity,professionalism,interactivity,and credibility.It collects data through questionnaires(N=123),and analyzes them with SPSS software to verify the model.The results of the study show that the interactivity and credibility of stars have a significant positive effect on college students’purchase intention,in which the effect of credibility is more significant.This means that the more a star can make college students feel trusted,the more it can stimulate their positive purchase intention.
作者
金悠琪
Youqi Jin(College of Humanities and Law,Zhejiang A&F University,Hangzhou Zhejiang)
出处
《新闻传播科学》
2025年第4期569-578,共10页
Journalism and Communications
关键词
直播带货
明星主播
购买意愿
信息源特性
Live Streaming E-Commerce
Star Anchors
Purchase Intention
Information Source Characteristics
