不同类型电商主播属性对消费者购买行为的影响机制研究——基于扎根理论和文本分析

摘要： 从访谈资料和直播弹幕中挖掘不同类型电商主播对消费者购买行为的影响机制。运用扎根理论对访谈资料进行研究，得出电商主播影响消费者购买行为的属性；通过Python数据挖掘和计量模型回归，细化了不同类型电商主播属性对消费者搜索和购买主播推荐产品的研究。研究发现，电商主播魅力、互动、推荐、展示、专业、信任等属性影响消费者购买意愿；电商主播属性通过影响消费者内在感知，进而影响消费者购买意愿，而主播属性与内容一致性正向调节电商主播属性对消费者内在感知的影响。通过回归分析发现，达人型主播增强消费者购买意愿的属性是：魅力、互动、推荐、展示、专业和信任等属性；明星型主播增强消费者购买意愿的属性是魅力属性和互动属性；官方店铺型主播增强消费者购买意愿的属性是互动、展示、推荐和信任等属性。

关键词: 电商主播, 扎根理论, 细粒度情感分析, 计量模型, 购买意愿

Abstract: This paper aims to explore the influence mechanism of different types of e-commerce streamers on consumers’ purchase from interview data and bullet-screen comments. Study 1 studied the interview data through grounded theory, and obtained the attributes of e-commerce streamers affecting consumers’ purchase; Study 2 specified the research of different types of e-commerce streamers’ attributes on consumers’ search and purchase of recommended products through Python data mining and econometric model regression. The results of Study 1 show that streamers’ attributes of charm, interaction, recommendation, display, professionalism and trust affect consumers’ purchase intention; E-commerce streamers’ attributes affect consumers’ internal perception and further consumers’ purchase intention. It is found that streamers’ attributes and content consistency positively regulate the impact of e-commerce streamers’ attributes on consumers’ internal perception. The results of Study 2 show that the attributes of expert streamers to enhance consumers’ purchase intention are charm, interaction, recommendation, display, professionalism and trust; The attributes of star streamers to enhance consumers’ purchase intention are charm and interaction; The attributes of official store streamers to enhance consumers’ purchase intention are interaction, display, recommendation and trust.

Key words: e-commerce streamer, grounded theory, fine-grained emotion analysis, econometric model, purchase intention

中图分类号: 

F713.36 

网址：不同类型电商主播属性对消费者购买行为的影响机制研究——基于扎根理论和文本分析 https://m.mxgxt.com/news/view/1395364

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