摘要
直播电商的兴起,改变了传统企业的获客方式,直播与文旅业的融合成为旅游企业积极复苏、创新的关键,各品牌商家开启文旅直播带货模式。本文基于SOR理论,以“东方甄选看世界”为研究对象,使用SPSS27.0分析问卷数据,探究文旅直播下消费者购买意愿。结果显示,主播专业性、可信性、互动性等五个自变量均正向显著影响购买意愿,认知形象具有显著中介作用,情感形象中介作用具有差异,主播互动性和弹幕娱乐性引发的情感反应对购买意愿影响有限。基于此,本文对主播能力和直播情境提出优化建议,以供参考。
The rise of live-streaming e-commerce has transformed traditional enterprises'customer acquisition methods.The integration of live-streaming with the cultural and tourism industry has become pivotal for tourism businesses to actively recover and innovate,prompting brands to adopt live-streaming sales models for cultural and tourism products.This study,grounded in the SOR theory,examines consumer purchase intent in cultural and tourism live-streaming using"Oriental Selection Sees the World"as the case study.Questionnaire data were analyzed with SPSS 27.0.Results indicate that five independent variables—host professionalism,credibility,interactivity,etc.—significantly and positively influence purchase intent.Perceived image exhibits a significant mediating effect,while emotional image mediation shows differential effects.The emotional responses triggered by host interactivity and bullet-screen entertainment have limited impact on purchase intent.Based on this,the paper provides recommendations for optimizing streamer capabilities and live-streaming contexts for reference.
作者
林晓静
陈清月
Lin Xiaojing;Chen Qingyue(Guangdong Peizheng College,Guangzhou Guangdong 510830)
出处
《中国商论》
2025年第24期56-60,共5页
China Journal of Commerce
关键词
文旅直播
消费者购买意愿
SOR理论
“东方甄选看世界”
直播营销
cultural tourism live streaming
consumer purchase intention
SOR theory
"Oriental Selection Views the World"
live streaming marketing
