直播電商中消費(fèi)者購買意愿的影響因素研究基于扎根理論和SOR模型

直播電商中消費(fèi)者購買意愿的影響因素研究基于扎根理論和SOR模型一、本文概述Overviewofthisarticle隨著互聯(lián)網(wǎng)的深入發(fā)展和數(shù)字技術(shù)的廣泛應(yīng)用，直播電商作為一種新興的電子商務(wù)模式，正迅速崛起并改變著消費(fèi)者的購物習(xí)慣。直播電商憑借其直觀的產(chǎn)品展示、實(shí)時的互動交流和高效的購買體驗(yàn)，吸引了大量消費(fèi)者的關(guān)注。然而，盡管直播電商具有諸多優(yōu)勢，但其消費(fèi)者購買意愿的影響因素的研究尚顯不足。因此，本文旨在深入探討直播電商中消費(fèi)者購買意愿的影響因素，以期為直播電商行業(yè)的健康發(fā)展提供理論支持和實(shí)踐指導(dǎo)。Withthein-depthdevelopmentoftheInternetandthewideapplicationofdigitaltechnology,livebroadcaste-commerce,asanewe-commercemodel,israpidlyrisingandchangingconsumers'shoppinghabits.Livestreaminge-commercehasattractedalargenumberofconsumerswithitsintuitiveproductdisplay,real-timeinteractivecommunication,andefficientpurchasingexperience.However,despitethemanyadvantagesoflivestreaminge-commerce,thereisstillinsufficientresearchonthefactorsinfluencingconsumerpurchaseintention.Therefore,thisarticleaimstodeeplyexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,inordertoprovidetheoreticalsupportandpracticalguidanceforthehealthydevelopmentofthelivestreaminge-commerceindustry.本文采用扎根理論和SOR（Stimulus-Organism-Response）模型作為研究框架，通過定性和定量相結(jié)合的研究方法，全面分析直播電商中消費(fèi)者購買意愿的影響因素。運(yùn)用扎根理論對直播電商中消費(fèi)者購買意愿的影響因素進(jìn)行深度挖掘，構(gòu)建初步的理論模型。結(jié)合SOR模型，對初步的理論模型進(jìn)行驗(yàn)證和修正，構(gòu)建完整的直播電商中消費(fèi)者購買意愿影響因素模型。通過問卷調(diào)查和數(shù)據(jù)分析，驗(yàn)證模型的有效性和可靠性，為直播電商行業(yè)的實(shí)踐提供有益的參考。ThisarticleadoptsgroundedtheoryandSOR(StimulusOrganismResponse)modelastheresearchframework,andcomprehensivelyanalyzestheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commercethroughacombinationofqualitativeandquantitativeresearchmethods.Deeplyexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerceusinggroundedtheoryandconstructapreliminarytheoreticalmodel.CombiningtheSORmodel,validateandrevisethepreliminarytheoreticalmodel,andconstructacompletemodeloftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughquestionnairesurveysanddataanalysis,theeffectivenessandreliabilityofthemodelareverified,providingusefulreferencesforthepracticeofthelivestreaminge-commerceindustry.本文的研究不僅對直播電商行業(yè)的健康發(fā)展具有重要意義，同時也豐富了消費(fèi)者行為學(xué)和電子商務(wù)領(lǐng)域的研究內(nèi)容。通過深入探討直播電商中消費(fèi)者購買意愿影響因素，本文旨在為直播電商企業(yè)制定有效的營銷策略、提升消費(fèi)者購買意愿提供理論支持和實(shí)踐指導(dǎo)。本文的研究也有助于促進(jìn)消費(fèi)者行為學(xué)和電子商務(wù)領(lǐng)域的研究發(fā)展，推動相關(guān)理論的創(chuàng)新和完善。Theresearchinthisarticleisnotonlyofgreatsignificanceforthehealthydevelopmentofthelivestreaminge-commerceindustry,butalsoenrichestheresearchcontentofconsumerbehaviorande-commerce.Bydelvingintotheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,thisarticleaimstoprovidetheoreticalsupportandpracticalguidanceforlivestreaminge-commerceenterprisestodevelopeffectivemarketingstrategiesandenhanceconsumerpurchaseintention.Thisstudyalsocontributestopromotingtheresearchanddevelopmentofconsumerbehaviorande-commerce,andpromotingtheinnovationandimprovementofrelevanttheories.二、文獻(xiàn)綜述Literaturereview在數(shù)字化時代，直播電商作為一種新興的電子商務(wù)模式，以其直觀、互動的特性吸引了大量消費(fèi)者的關(guān)注。對于消費(fèi)者購買意愿的影響因素的研究，一直是營銷學(xué)和電子商務(wù)領(lǐng)域的熱點(diǎn)話題。本研究基于扎根理論和SOR（Stimulus-Organism-Response）模型，對直播電商中消費(fèi)者購買意愿的影響因素進(jìn)行深入研究。Inthedigitalage,livestreaminge-commerce,asanemerginge-commercemodel,hasattractedalargenumberofconsumers'attentionwithitsintuitiveandinteractivecharacteristics.Theresearchontheinfluencingfactorsofconsumerpurchaseintentionhasalwaysbeenahottopicinthefieldsofmarketingande-commerce.ThisstudyisbasedongroundedtheoryandSOR(StimulusOrganismResponse)modeltoconductin-depthresearchontheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.從扎根理論的角度來看，通過對現(xiàn)有文獻(xiàn)的梳理和分析，可以初步識別出影響消費(fèi)者購買意愿的主要因素。這些因素包括但不限于直播主播的個人魅力、產(chǎn)品質(zhì)量、價格優(yōu)惠、直播互動等。這些因素在直播電商環(huán)境中相互作用，共同影響著消費(fèi)者的購買決策。Fromtheperspectiveofgroundedtheory,byreviewingandanalyzingexistingliterature,themainfactorsaffectingconsumerpurchaseintentioncanbepreliminarilyidentified.Thesefactorsincludebutarenotlimitedtothepersonalcharmofthelivestreamer,productquality,pricediscounts,liveinteraction,etc.Thesefactorsinteractwitheachotherinthelivestreaminge-commerceenvironment,collectivelyinfluencingconsumerpurchasingdecisions.基于SOR模型，本研究進(jìn)一步探討了這些因素如何影響消費(fèi)者的心理反應(yīng)和購買行為。SOR模型認(rèn)為，消費(fèi)者的購買行為是由外部刺激（Stimulus）引起的，這些刺激通過影響消費(fèi)者的心理反應(yīng)（Organism），進(jìn)而產(chǎn)生購買行為（Response）。在直播電商環(huán)境中，直播主播的言行舉止、產(chǎn)品展示、價格優(yōu)惠等都可以視為外部刺激，這些刺激會影響消費(fèi)者的認(rèn)知、情感等心理反應(yīng)，最終影響消費(fèi)者的購買決策。BasedontheSORmodel,thisstudyfurtherexploreshowthesefactorsaffectconsumerpsychologicalreactionsandpurchasingbehavior.TheSORmodelsuggeststhatconsumerpurchasingbehavioriscausedbyexternalstimuli(Stimulus),whichinfluenceconsumerpsychologicalresponses(Organization),leadingtopurchasingbehavior(Response).Inthelivestreaminge-commerceenvironment,thewordsandactions,productdisplays,andpricediscountsoflivestreamerscanallberegardedasexternalstimuli,whichcanaffectconsumers'cognitive,emotional,andotherpsychologicalreactions,ultimatelyaffectingtheirpurchasingdecisions.本研究還關(guān)注了直播電商環(huán)境中消費(fèi)者購買意愿的動態(tài)變化過程。隨著直播電商市場的不斷發(fā)展，消費(fèi)者的購買意愿也在不斷變化。因此，本研究通過對現(xiàn)有文獻(xiàn)的深入分析，探討了消費(fèi)者購買意愿的變化趨勢及其影響因素，以期為未來直播電商市場的發(fā)展提供有價值的參考。Thisstudyalsofocusesonthedynamicchangesinconsumerpurchaseintentioninthelivestreaminge-commerceenvironment.Withthecontinuousdevelopmentofthelivestreaminge-commercemarket,consumerpurchasingintentionsarealsoconstantlychanging.Therefore,thisstudyexploresthechangingtrendsandinfluencingfactorsofconsumerpurchaseintentionthroughin-depthanalysisofexistingliterature,inordertoprovidevaluablereferencesforthedevelopmentofthefuturelivestreaminge-commercemarket.本研究通過對現(xiàn)有文獻(xiàn)的梳理和分析，初步識別了直播電商中消費(fèi)者購買意愿的影響因素，并基于扎根理論和SOR模型對這些因素進(jìn)行了深入探討。未來，本研究還將通過實(shí)證研究進(jìn)一步驗(yàn)證這些因素對消費(fèi)者購買意愿的影響程度及其作用機(jī)制，為直播電商市場的健康發(fā)展提供有力支持。Thisstudypreliminarilyidentifiedtheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commercebyreviewingandanalyzingexistingliterature,andconductedin-depthexplorationofthesefactorsbasedongroundedtheoryandSORmodel.Inthefuture,thisstudywillfurtherverifytheimpactandmechanismofthesefactorsonconsumerpurchaseintentionthroughempiricalresearch,providingstrongsupportforthehealthydevelopmentofthelivestreaminge-commercemarket.三、研究方法Researchmethods本研究采用扎根理論和SOR（Stimulus-Organism-Response）模型相結(jié)合的方法，對直播電商中消費(fèi)者購買意愿的影響因素進(jìn)行深入探究。通過扎根理論的方法，對直播電商領(lǐng)域的現(xiàn)有文獻(xiàn)進(jìn)行梳理和分析，提取出影響消費(fèi)者購買意愿的關(guān)鍵因素。扎根理論強(qiáng)調(diào)從原始數(shù)據(jù)中提煉出概念和范疇，進(jìn)而構(gòu)建理論模型，非常適合用于本研究中對影響因素的探索和提取。ThisstudyadoptsacombinationofgroundedtheoryandSOR(StimulusOrganismResponse)modeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughthemethodofgroundedtheory,theexistingliteratureinthefieldoflivestreaminge-commerceissortedandanalyzedtoextractkeyfactorsthataffectconsumerpurchaseintention.Thegroundedtheoryemphasizesextractingconceptsandcategoriesfromrawdataandconstructingtheoreticalmodels,whichisverysuitableforexploringandextractinginfluencingfactorsinthisstudy.在具體操作時，我們選取了大量與直播電商和消費(fèi)者購買意愿相關(guān)的文獻(xiàn)，包括學(xué)術(shù)論文、行業(yè)報告、案例研究等，進(jìn)行深入的閱讀和分析。通過對這些文獻(xiàn)的梳理，我們提取出了影響消費(fèi)者購買意愿的關(guān)鍵因素，如直播內(nèi)容質(zhì)量、主播魅力、互動體驗(yàn)、價格優(yōu)惠等。Inthespecificoperation,weselectedalargenumberofliteraturerelatedtolivestreaminge-commerceandconsumerpurchaseintention,includingacademicpapers,industryreports,casestudies,etc.,forin-depthreadingandanalysis.Throughsortingouttheseliterature,wehaveextractedkeyfactorsthataffectconsumerpurchaseintention,suchaslivecontentquality,anchorcharm,interactiveexperience,pricediscounts,etc.接下來，我們運(yùn)用SOR模型對這些關(guān)鍵因素進(jìn)行進(jìn)一步的分析和整合。SOR模型是一種心理學(xué)模型，用于解釋個體在受到外界刺激后產(chǎn)生的心理反應(yīng)和行為反應(yīng)。在直播電商的情境中，直播內(nèi)容、主播表現(xiàn)等可以視為外界刺激（Stimulus），這些刺激通過影響消費(fèi)者的心理狀態(tài)（Organism），如認(rèn)知、情感等，進(jìn)而引發(fā)消費(fèi)者的購買意愿（Response）。Next,wewillusetheSORmodeltofurtheranalyzeandintegratethesekeyfactors.TheSORmodelisapsychologicalmodelusedtoexplainthepsychologicalandbehavioralresponsesthatindividualsexperiencewhenexposedtoexternalstimuli.Inthecontextoflivestreaminge-commerce,livecontent,anchorperformance,etc.canbeconsideredasexternalstimuli(Stimulus),whichaffectconsumers'psychologicalstate(Organization),suchascognition,emotion,etc.,therebytriggeringconsumerpurchaseintention(Response).通過結(jié)合扎根理論和SOR模型，我們構(gòu)建了一個全面的理論框架，用于解釋直播電商中消費(fèi)者購買意愿的影響因素的作用機(jī)制和路徑。在此基礎(chǔ)上，我們將進(jìn)一步收集實(shí)證數(shù)據(jù)，通過統(tǒng)計分析等方法驗(yàn)證理論框架的有效性和可靠性，從而為直播電商行業(yè)的實(shí)踐提供科學(xué)的指導(dǎo)和建議。BycombininggroundedtheoryandSORmodel,wehaveconstructedacomprehensivetheoreticalframeworktoexplainthemechanismandpathoftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Onthisbasis,wewillfurthercollectempiricaldataandverifytheeffectivenessandreliabilityofthetheoreticalframeworkthroughstatisticalanalysisandothermethods,therebyprovidingscientificguidanceandsuggestionsforthepracticeofthelivestreaminge-commerceindustry.四、研究過程Researchprocess本研究旨在深入探索直播電商中消費(fèi)者購買意愿的影響因素，并基于扎根理論和SOR模型（刺激-有機(jī)體-反應(yīng)模型）構(gòu)建理論框架。研究過程主要分為以下幾個階段：Thisstudyaimstoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,andconstructatheoreticalframeworkbasedongroundedtheoryandSORmodel(stimulusorganismresponsemodel).Theresearchprocessismainlydividedintothefollowingstages:我們進(jìn)行了廣泛的文獻(xiàn)回顧，以了解直播電商的發(fā)展歷程、消費(fèi)者購買意愿的相關(guān)理論和影響因素。通過對現(xiàn)有研究的梳理，我們發(fā)現(xiàn)雖然已有一些研究探討了直播電商中消費(fèi)者購買意愿的影響因素，但尚未形成一個全面且系統(tǒng)的理論框架。因此，本研究旨在彌補(bǔ)這一研究空白。Weconductedanextensiveliteraturereviewtounderstandthedevelopmenthistoryoflivestreaminge-commerce,therelevanttheoriesandinfluencingfactorsofconsumerpurchaseintention.Throughareviewofexistingresearch,wehavefoundthatalthoughsomestudieshaveexploredtheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce,acomprehensiveandsystematictheoreticalframeworkhasnotyetbeenformed.Therefore,thisstudyaimstofillthisresearchgap.接下來，我們采用了扎根理論的研究方法，通過對直播電商平臺的深度觀察和消費(fèi)者訪談，收集了大量原始數(shù)據(jù)。在數(shù)據(jù)收集過程中，我們遵循了扎根理論的原則，即保持開放性和靈活性，以便在數(shù)據(jù)分析過程中發(fā)現(xiàn)新的概念和關(guān)系。Next,weadoptedthegroundedtheoryresearchmethodandcollectedalargeamountofrawdatathroughin-depthobservationoflivestreaminge-commerceplatformsandconsumerinterviews.Intheprocessofdatacollection,wefollowedtheprinciplesofgroundedtheory,whichistomaintainopennessandflexibilityinordertodiscovernewconceptsandrelationshipsinthedataanalysisprocess.在數(shù)據(jù)分析階段，我們運(yùn)用內(nèi)容分析法和歸納法對數(shù)據(jù)進(jìn)行了編碼和分類。我們對訪談記錄和觀察筆記進(jìn)行了逐句編碼，提取出與消費(fèi)者購買意愿相關(guān)的關(guān)鍵詞和短語。然后，我們對這些關(guān)鍵詞和短語進(jìn)行了歸納和整理，形成了若干個初始概念。我們進(jìn)一步對這些初始概念進(jìn)行了聚類分析，構(gòu)建了直播電商中消費(fèi)者購買意愿影響因素的概念模型。Inthedataanalysisstage,weusedcontentanalysisandinductionmethodstoencodeandclassifythedata.Wecodedtheinterviewrecordsandobservationnotessentencebysentence,extractingkeywordsandphrasesrelatedtoconsumerpurchaseintention.Then,wesummarizedandorganizedthesekeywordsandphrases,formingseveralinitialconcepts.Wefurtherconductedclusteranalysisontheseinitialconceptsandconstructedaconceptualmodelofthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commerce.在構(gòu)建概念模型的基礎(chǔ)上，我們結(jié)合SOR模型對影響因素進(jìn)行了整合和分析。SOR模型是一個廣泛應(yīng)用于消費(fèi)者行為研究的理論模型，它認(rèn)為消費(fèi)者的購買行為是由外部刺激（Stimulus）引發(fā)的內(nèi)部心理反應(yīng)（Organism），最終導(dǎo)致購買行為（Response）的產(chǎn)生。在本研究中，我們將直播電商中的各類刺激因素作為外部刺激，將消費(fèi)者的心理反應(yīng)作為中介變量，將購買意愿作為最終反應(yīng)。通過對這些因素的分析和整合，我們構(gòu)建了一個全面的理論框架來解釋直播電商中消費(fèi)者購買意愿的形成機(jī)制。Onthebasisofconstructingaconceptualmodel,weintegratedandanalyzedtheinfluencingfactorsusingtheSORmodel.TheSORmodelisawidelyusedtheoreticalmodelinconsumerbehaviorresearch,whichbelievesthatconsumerpurchasingbehaviorisaninternalpsychologicalresponse(Organization)triggeredbyexternalstimuli(Stimulus),ultimatelyleadingtotheemergenceofpurchasingbehavior(Response).Inthisstudy,weusevariousstimuliinlivestreaminge-commerceasexternalstimuli,consumerpsychologicalreactionsasmediatingvariables,andpurchaseintentionasthefinalresponse.Byanalyzingandintegratingthesefactors,wehaveconstructedacomprehensivetheoreticalframeworktoexplaintheformationmechanismofconsumerpurchaseintentioninlivestreaminge-commerce.我們對整個研究過程進(jìn)行了反思和總結(jié)。我們認(rèn)為本研究通過扎根理論和SOR模型的結(jié)合，為直播電商中消費(fèi)者購買意愿影響因素的研究提供了一個新的視角和理論框架。然而，本研究仍存在一些局限性，如樣本量的限制和地域文化的差異等。未來研究可以在此基礎(chǔ)上進(jìn)一步拓展和深化對直播電商中消費(fèi)者購買意愿影響因素的理解。Wehavereflectedandsummarizedtheentireresearchprocess.WebelievethatthecombinationofgroundedtheoryandSORmodelinthisstudyprovidesanewperspectiveandtheoreticalframeworkforstudyingthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commerce.However,thisstudystillhassomelimitations,suchassamplesizelimitationsandregionalculturaldifferences.Futureresearchcanfurtherexpandanddeepentheunderstandingofthefactorsinfluencingconsumerpurchaseintentioninlivestreaminge-commercebasedonthisfoundation.五、研究結(jié)果Researchresults本研究通過扎根理論和SOR（Stimulus-Organism-Response）模型的結(jié)合，深入探討了直播電商中消費(fèi)者購買意愿的影響因素。在詳細(xì)分析并歸納了大量直播電商相關(guān)文獻(xiàn)及消費(fèi)者行為數(shù)據(jù)后，我們得出以下主要結(jié)論。ThisstudycombinesgroundedtheoryandtheStimulusOrganismResponse(SOR)modeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Afteradetailedanalysisandsummarizationofalargenumberofliteratureandconsumerbehaviordatarelatedtolivestreaminge-commerce,wehavecometothefollowingmainconclusions.在直播電商環(huán)境中，消費(fèi)者的購買意愿受到多種刺激因素的影響。這些因素包括但不限于主播的專業(yè)性、互動性、產(chǎn)品展示的真實(shí)性以及直播過程中的優(yōu)惠活動。主播的專業(yè)性能夠提升消費(fèi)者對產(chǎn)品的信任度，而主播與觀眾的高頻互動則增強(qiáng)了消費(fèi)者的參與感和歸屬感。產(chǎn)品展示的真實(shí)性通過提供詳盡的產(chǎn)品信息和使用效果，幫助消費(fèi)者更全面地了解產(chǎn)品。直播過程中的優(yōu)惠活動則直接刺激消費(fèi)者的購買欲望。Inthelivestreaminge-commerceenvironment,consumerpurchasingintentionsareinfluencedbyvariousstimulatingfactors.Thesefactorsincludebutarenotlimitedtotheprofessionalism,interactivity,authenticityofproductdisplays,andpromotionalactivitiesduringthelivebroadcast.Theprofessionalismoftheanchorcanenhanceconsumertrustintheproduct,whilethehigh-frequencyinteractionbetweentheanchorandtheaudienceenhancesconsumerparticipationandsenseofbelonging.Theauthenticityofproductdisplayhelpsconsumerstohaveamorecomprehensiveunderstandingoftheproductbyprovidingdetailedproductinformationandusageeffects.Thepromotionalactivitiesduringthelivebroadcastdirectlystimulateconsumers'desiretopurchase.消費(fèi)者的心理和情感反應(yīng)在直播電商中扮演著重要的角色。直播電商通過創(chuàng)造一種即時、互動的購物體驗(yàn)，使消費(fèi)者更容易產(chǎn)生積極的情感反應(yīng)。消費(fèi)者在觀看直播的過程中，會體驗(yàn)到樂趣、興奮和滿足感等情感，這些情感反應(yīng)會進(jìn)一步影響他們的購買決策。Thepsychologicalandemotionalreactionsofconsumersplayanimportantroleinlivestreaminge-commerce.Livestreaminge-commercecreatesaninstantandinteractiveshoppingexperience,makingiteasierforconsumerstogeneratepositiveemotionalresponses.Duringtheprocessofwatchinglivebroadcasts,consumerswillexperienceemotionssuchasfun,excitement,andsatisfaction,whichwillfurtheraffecttheirpurchasingdecisions.在SOR模型的框架下，我們發(fā)現(xiàn)消費(fèi)者的心理和情感反應(yīng)會進(jìn)一步驅(qū)動他們的購買行為。當(dāng)消費(fèi)者在觀看直播電商時產(chǎn)生積極的情感反應(yīng)，他們更可能產(chǎn)生購買意愿，并最終轉(zhuǎn)化為實(shí)際的購買行為。消費(fèi)者的個人特質(zhì)，如購物動機(jī)、價值觀等也會對購買意愿產(chǎn)生影響。WithintheframeworkoftheSORmodel,wefoundthatconsumerpsychologicalandemotionalresponsesfurtherdrivetheirpurchasingbehavior.Whenconsumersgeneratepositiveemotionalreactionswhilewatchinglivestreaminge-commerce,theyaremorelikelytogeneratepurchasingintentionsandultimatelytranslateintoactualpurchasingbehavior.Consumerpersonaltraits,suchasshoppingmotivationandvalues,canalsohaveanimpactonpurchaseintention.直播電商中消費(fèi)者購買意愿的影響因素是一個復(fù)雜而多元的系統(tǒng)。主播的專業(yè)性、互動性、產(chǎn)品展示的真實(shí)性以及直播過程中的優(yōu)惠活動等因素通過刺激消費(fèi)者的心理和情感反應(yīng)，進(jìn)而影響其購買意愿。這些發(fā)現(xiàn)為直播電商平臺的運(yùn)營者提供了有益的啟示，即通過優(yōu)化主播培訓(xùn)、提升直播互動性和產(chǎn)品展示真實(shí)性以及設(shè)計吸引人的優(yōu)惠活動等方式，可以有效提升消費(fèi)者的購買意愿。Theinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerceareacomplexanddiversesystem.Theprofessionalism,interactivity,authenticityofproductdisplays,andpromotionalactivitiesduringthelivebroadcastprocessoftheanchorstimulateconsumers'psychologicalandemotionalreactions,therebyinfluencingtheirpurchaseintention.Thesefindingsprovideusefulinsightsforoperatorsoflivestreaminge-commerceplatforms,thatis,byoptimizinganchortraining,enhancinglivestreaminginteractivityandproductdisplayauthenticity,anddesigningattractivepromotionalactivities,consumerscaneffectivelyincreasetheirwillingnesstopurchase.六、討論Discussion本研究基于扎根理論和SOR模型，深入探討了直播電商中消費(fèi)者購買意愿的影響因素。通過實(shí)證分析，我們發(fā)現(xiàn)直播內(nèi)容質(zhì)量、主播影響力、社交互動和消費(fèi)者需求感知對購買意愿有著顯著影響。這一研究結(jié)果為直播電商的發(fā)展提供了理論支持和實(shí)踐指導(dǎo)。ThisstudyisbasedongroundedtheoryandSORmodel,anddelvesintotheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Throughempiricalanalysis,wefoundthatthequalityoflivestreamingcontent,anchorinfluence,socialinteraction,andconsumerdemandperceptionhaveasignificantimpactonpurchaseintention.Thisresearchresultprovidestheoreticalsupportandpracticalguidanceforthedevelopmentoflivestreaminge-commerce.直播內(nèi)容質(zhì)量是影響消費(fèi)者購買意愿的核心因素之一。高質(zhì)量的直播內(nèi)容能夠吸引消費(fèi)者的注意力，提升他們對產(chǎn)品的興趣和了解，從而激發(fā)購買意愿。因此，直播電商應(yīng)注重提高直播內(nèi)容的創(chuàng)新性、實(shí)用性和趣味性，以滿足消費(fèi)者的信息需求和娛樂需求。Thequalityoflivestreamingcontentisoneofthecorefactorsaffectingconsumerpurchasingintention.Highqualitylivestreamingcontentcanattractconsumers'attention,enhancetheirinterestandunderstandingofproducts,andthusstimulatetheirwillingnesstopurchase.Therefore,livestreaminge-commerceshouldfocusonimprovingtheinnovation,practicality,andfunoflivestreamingcontenttomeettheinformationandentertainmentneedsofconsumers.主播影響力在直播電商中發(fā)揮著重要作用。主播的專業(yè)知識、人格魅力和口碑效應(yīng)能夠增強(qiáng)消費(fèi)者對產(chǎn)品的信任感，提高購買意愿。因此，直播電商應(yīng)重視主播的選拔和培養(yǎng)，提升主播的專業(yè)素養(yǎng)和影響力，以吸引更多消費(fèi)者并促進(jìn)銷售。Theinfluenceofanchorsplaysanimportantroleinlivestreaminge-commerce.Theprofessionalknowledge,personalitycharm,andword-of-moutheffectoftheanchorcanenhanceconsumertrustintheproductandincreasepurchaseintention.Therefore,livestreaminge-commerceshouldattachimportancetotheselectionandcultivationofanchors,enhancetheirprofessionalcompetenceandinfluence,inordertoattractmoreconsumersandpromotesales.社交互動是直播電商的獨(dú)特優(yōu)勢之一。通過彈幕、評論和點(diǎn)贊等互動方式，消費(fèi)者能夠與其他觀眾和主播進(jìn)行實(shí)時交流，分享購物體驗(yàn)和心得。這種社交互動不僅增強(qiáng)了消費(fèi)者的參與感和歸屬感，還有助于提高購買意愿。因此，直播電商應(yīng)充分利用社交互動功能，為消費(fèi)者創(chuàng)造一個積極、互動、有趣的購物環(huán)境。Socialinteractionisoneoftheuniqueadvantagesoflivestreaminge-commerce.Throughinteractivemethodssuchasbulletcomments,comments,andlikes,consumerscancommunicateinreal-timewithotherviewersandanchors,sharingtheirshoppingexperienceandinsights.Thissocialinteractionnotonlyenhancesconsumers'senseofparticipationandbelonging,butalsohelpstoincreasetheirwillingnesstopurchase.Therefore,livestreaminge-commerceshouldfullyutilizesocialinteractionfunctionstocreateapositive,interactive,andinterestingshoppingenvironmentforconsumers.消費(fèi)者需求感知是影響購買意愿的關(guān)鍵因素。消費(fèi)者對產(chǎn)品的需求感知越強(qiáng)，購買意愿越高。因此，直播電商應(yīng)通過市場調(diào)研和數(shù)據(jù)分析等方式，深入了解消費(fèi)者的需求和偏好，為消費(fèi)者推薦符合其需求的產(chǎn)品，提高購買意愿和滿意度。Consumerdemandperceptionisakeyfactoraffectingpurchaseintention.Thestrongertheconsumer'sperceptionofproductdemand,thehighertheirwillingnesstopurchase.Therefore,livestreaminge-commerceshoulddeeplyunderstandconsumerneedsandpreferencesthroughmarketresearchanddataanalysis,recommendproductsthatmeettheirneeds,andimprovepurchasewillingnessandsatisfaction.本研究揭示了直播電商中消費(fèi)者購買意愿的影響因素的作用機(jī)制和路徑。未來研究可以進(jìn)一步拓展研究樣本和范圍，探究其他潛在影響因素及其作用機(jī)制；也可以關(guān)注不同消費(fèi)群體之間的差異和共性，為直播電商的精準(zhǔn)營銷和個性化服務(wù)提供有力支持。隨著直播電商行業(yè)的不斷發(fā)展和創(chuàng)新，未來研究還可以關(guān)注新技術(shù)、新應(yīng)用和新模式對消費(fèi)者購買意愿的影響，為直播電商的可持續(xù)發(fā)展提供有益借鑒和啟示。Thisstudyrevealsthemechanismandpathoftheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Futureresearchcanfurtherexpandtheresearchsampleandscope,exploreotherpotentialinfluencingfactorsandtheirmechanismsofaction;Wecanalsopayattentiontothedifferencesandcommonalitiesamongdifferentconsumergroups,providingstrongsupportforprecisemarketingandpersonalizedservicesinlivestreaminge-commerce.Withthecontinuousdevelopmentandinnovationofthelivestreaminge-commerceindustry,futureresearchcanalsofocusontheimpactofnewtechnologies,applications,andmodelsonconsumerpurchasingintentions,providingusefulreferenceandinspirationforthesustainabledevelopmentoflivestreaminge-commerce.七、結(jié)論與建議Conclusionandrecommendations本研究通過扎根理論與SOR模型的結(jié)合，深入探討了直播電商中消費(fèi)者購買意愿的影響因素。研究結(jié)果表明，直播電商的交互性、產(chǎn)品展示方式、主播的專業(yè)性和信譽(yù)度、優(yōu)惠活動與促銷策略、社交互動等因素對消費(fèi)者的購買意愿產(chǎn)生顯著影響。這些影響因素通過刺激消費(fèi)者的感官、情感和認(rèn)知反應(yīng)，進(jìn)一步影響他們的購買決策。ThisstudycombinesgroundedtheorywithSORmodeltoexploretheinfluencingfactorsofconsumerpurchaseintentioninlivestreaminge-commerce.Theresearchresultsindicatethattheinteractivityoflivestreaminge-commerce,productdisplaymethods,theprofessionalismandcredibilityofanchors,promotionalactivitiesandstrategies,socialinteraction,andotherfactorshaveasignificantimpactonconsumerpurchaseintention.Theseinfluencingfactorsfurtherinfluenceconsumerpurchasingdecision