摘要
在直播赋能民宿行业数字化转型的背景下,学术界对于民宿直播中主播特征对于消费者行为意向影响的研究尚属空白。通过构建包括主播特征、产品信任和消费者行为意向的理论模型,采用方便抽样法和滚雪球抽样法进行数据收集,采用SmartPLS软件对586份有效问卷的数据进行统计分析和假设检验。结果表明,民宿直播情境下主播的专业性、互动性、吸引力、知名度以及真实性均能显著提升消费者对民宿产品的信任,包括认知信任和情感信任两个方面;消费者对民宿产品的信任对其购买意向和口碑推荐意向均具有显著影响。
Although the application of live streaming has greatly empowered the digital transformation of the homestay industry,there is still a lack of research discussing the impact of live streamer characteristics on consumer behavior intentions in homestay live streaming.A theoretical model including live streamer characteristics,product trust and consumer behavior intention was constructed.Convenience sampling and snowball sampling were used to collect data,and a total of 586 valid questionnaires were collected.SmartPLS software was used for statistical analysis and hypothesis testing.The research results indicate that the professionalism,interactivity,attractiveness,popularity and authenticity of the homestay live streamer can significantly enhance consumers’trust in homestay products,including cognitive trust and emotional trust.Consumers’trust in homestay products has a significant impact on their purchase intention and word-of-mouth recommendation intention.
作者
杨懿
YANG Yi(School of Economics and Trade Management,Anhui Vocational College of Defense Technology,Lu’an 237000,China)
出处
《科技和产业》
2026年第6期84-89,共6页
Science Technology and Industry
基金
安徽省中青年教师培养行动项目“优秀青年教师培育”重点项目(YQZD2023100)
安徽省高等学校科学研究重点项目(人文社会科学)(2024AH052315)。
关键词
民宿直播
主播特征
产品信任
行为意向
SEM模型
homestay live streaming
live streamer characteristics
product trust
consumer behavior intention
SEM model
