摘要
为了发挥“文化带货”在直播领域的榜样示范作用,基于SOR理论模型探究以董宇辉为代表知识型主播对消费者购买意愿的影响因素,研究发现:专业性、匹配度、内容性、吸引力这四个因素与消费者购买意愿产生正相关关系,互动强度与消费者购买意愿之间不存在显著正相关关系,并且在影响过程中,消费者信任和感知价值扮演着中介角色。
To leverage the exemplary role of"cultural live streaming"in the live streaming field,this study explores the influencing factors of knowledge-based streamers like Dong Yuhui on consumer purchase intentions based on the SOR theoretical model.The results show that the four factors of professionalism,matching,content,and attractiveness are positively correlated with consumers′purchase intention,while there is no significant positive correlation between interaction intensity and consumers′purchase intention,and consumer trust and perceived value play a mediating role in the influence process.
作者
花婧婧
Hua Jingjing(School of Logistics and Supply Chain,Huishang Vocational College,Hefei,Anhui 233000,China)
出处
《黑龙江工业学院学报(综合版)》
2025年第10期76-81,共6页
Journal of Heilongjiang University of Technology(Comprehensive Edition)
基金
2022年度安徽省社科联社会科学创新发展攻关项目“数字经济背景下安徽省老字号智慧营销策略研究”(项目编号:2022CX085)
2022年安徽省哲学社会科学重点研究项目“新国潮背景下安徽省饮食类老字号IP化策略研究”(项目编号:2022AH052837)。
关键词
文化带货
SOR
购买意愿
实践逻辑模型
知识型主播
cultural live-streaming sales
SOR
purchase intention
practical logic model
knowledge-based anchor
