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林宇旸
曾海亮
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2023
直播電商情境下產品主播專業程度對消費者購買意願的影響
The impact of product anchor professionalism on consumer purchase intention in the context of live streaming e-commerce
電子商務 ; 產品主播 ; 專業程度 ; 消費者購買意願
e-commerce ; roduct anchor ; professional level ; consumer purchase intention
公開日期：12/5/2027
隨著互聯網技術的飛速發展，直播電商逐漸成為人們日常生活的重要組成部分。電子商務平臺為消費者提供了便捷的線上購物管道，同時也為產品主播提供了展示和銷售產品的舞臺。在直播電商情景下，產品主播的專業程度對消費者的購買意願產生了重要影響。產品主播作為電子商務中的關鍵角色，通過直播、短視頻等形式向消費者展示產品特點、使用方法和效果。他們的專業程度不僅關係到消費者對產品的認知和信任，還直接影響到消費者的購買決策。
一方面，專業程度高的產品主播能夠更準確地傳遞產品資訊，幫助消費者更好地瞭解和選擇合適的產品；另一方面，專業程度低的產品主播可能會誤導消費者，導致消費者對產品產生誤解，從而降低購買意願。此外，隨著市場競爭的加劇，電子商務平臺上的產品種類和主播數量不斷增加，消費者在面對眾多選擇時，往往會傾向於關注專業程度較高的產品主播。因此，產品主播的專業程度成為了影響消費者購買意願的重要因素。本研究旨在探討直播電商情景下
產品主播專業程度對消費者購買意願的影響，以期為電子商務平臺、產品主播和消費者提供有益的參考，主要得到了以下幾點結論：（1）從直接效應上看，當產品主播對產品有更深入的瞭解和掌握時，能夠更有效地促進消費者的購買決策。產品主播的專業知識不僅能直接促進消費者的購買意願，還能增強消費者對主播和品牌的情感認同和忠誠度。主播對產品的深入理解能夠激發消費者的情感共鳴，增強消費者對產品的熱情和對主播的追隨度。當消費者對
產品、主播或品牌產生積極的情感認同和熱忱時，他們將更有可能進行購買。
（2）從中介效應上看，產品主播如果能夠更好地掌握產品知識，並通過情感認同與觀眾建立聯繫，將有助於提高觀眾的購買意願。產品主播對產品的深入理解，並通過情感認同與觀眾溝通，可以有效提升觀眾的購買欲望。產品主播與粉絲之間建立的熱忱關係，可以增強粉絲對產品的購買意願。產品主播對產品的深度理解，通過粉絲熱忱可以更好地轉化為觀眾的購買行為。品牌依戀在產品主播的知識掌握程度與觀眾的購買意願之間存在仲介作用。意味著產品
主播如果能夠建立品牌的依戀關係，將有助於提高觀眾的購買意願。最後，品牌依戀在產品主播對直播產品的理解深度與觀眾的購買意願之間也存在仲介作用。表明產品主播對產品的深度理解，通過建立品牌依戀可以增強觀眾的購買行為。
（3）在此基礎上，本文也提出了幾點建議對策，主要包括加強主播專業培訓、完善主播選拔機制、建立情感認同與粉絲熱忱的培養策略、提高品牌依戀的行銷策略以及注重消費者滿意度管理。
一方面，專業程度高的產品主播能夠更準確地傳遞產品資訊，幫助消費者更好地瞭解和選擇合適的產品；另一方面，專業程度低的產品主播可能會誤導消費者，導致消費者對產品產生誤解，從而降低購買意願。此外，隨著市場競爭的加劇，電子商務平臺上的產品種類和主播數量不斷增加，消費者在面對眾多選擇時，往往會傾向於關注專業程度較高的產品主播。因此，產品主播的專業程度成為了影響消費者購買意願的重要因素。本研究旨在探討直播電商情景下
產品主播專業程度對消費者購買意願的影響，以期為電子商務平臺、產品主播和消費者提供有益的參考，主要得到了以下幾點結論：（1）從直接效應上看，當產品主播對產品有更深入的瞭解和掌握時，能夠更有效地促進消費者的購買決策。產品主播的專業知識不僅能直接促進消費者的購買意願，還能增強消費者對主播和品牌的情感認同和忠誠度。主播對產品的深入理解能夠激發消費者的情感共鳴，增強消費者對產品的熱情和對主播的追隨度。當消費者對
產品、主播或品牌產生積極的情感認同和熱忱時，他們將更有可能進行購買。
（2）從中介效應上看，產品主播如果能夠更好地掌握產品知識，並通過情感認同與觀眾建立聯繫，將有助於提高觀眾的購買意願。產品主播對產品的深入理解，並通過情感認同與觀眾溝通，可以有效提升觀眾的購買欲望。產品主播與粉絲之間建立的熱忱關係，可以增強粉絲對產品的購買意願。產品主播對產品的深度理解，通過粉絲熱忱可以更好地轉化為觀眾的購買行為。品牌依戀在產品主播的知識掌握程度與觀眾的購買意願之間存在仲介作用。意味著產品
主播如果能夠建立品牌的依戀關係，將有助於提高觀眾的購買意願。最後，品牌依戀在產品主播對直播產品的理解深度與觀眾的購買意願之間也存在仲介作用。表明產品主播對產品的深度理解，通過建立品牌依戀可以增強觀眾的購買行為。
（3）在此基礎上，本文也提出了幾點建議對策，主要包括加強主播專業培訓、完善主播選拔機制、建立情感認同與粉絲熱忱的培養策略、提高品牌依戀的行銷策略以及注重消費者滿意度管理。
With the rapid development of Internet technology, e-commerce has gradually become an important part of people's daily life. The e-commerce platform provides consumers with a convenient online shopping channel, and also provides a stage for product anchors to showcase and sell products. In the e-commerce environment, the professionalism of product anchors has a significant impact on consumer purchasing intentions. As a key player in e-commerce, product anchors showcase product features, usage methods, and effects to consumers through live streaming, short videos, and other forms. Their level of expertise not only relates to consumer awareness and trust in the product, but also directly affects consumer purchasing decisions. On the one hand, highly professional product anchors can more accurately convey product information, helping consumers better understand and choose suitable products; On the other hand, product anchors with low levels of professionalism may mislead consumers, leading to misunderstandings about the product and reducing
their willingness to purchase. In addition, with the intensification of market competition, the variety of products and the number of anchors on e-commerce platforms are constantly increasing. When faced with numerous choices, consumers often tend to focus on product anchors with higher professional levels. Therefore, the professional level of product anchors has become an important factor affecting consumer purchase intention. This study aims to explore the impact of product anchor professionalism on consumer purchase intention in the e-commerce environment, in order to provide useful references for e-commerce platforms, product anchors, and consumers. The main conclusions are as follows:
(1) From a direct perspective, when product anchors have a deeper
understanding and mastery of the product, they can more effectively promote consumer purchasing decisions. The professional knowledge of product anchors can not only directly promote consumer purchase intention, but also enhance consumer emotional identification and loyalty to the anchor and brand. A deep understanding of the product by the anchor can stimulate emotional resonance among consumers, enhance their enthusiasm for the product, and increase their following of the anchor. When consumers have a positive emotional identification and enthusiasm for a product, anchor, or brand, they are more likely to make a purchase.
(2) From the perspective of intermediary effects, if product anchors can better grasp product knowledge and establish connections with the audience through emotional identification, it will help increase the audience's willingness to purchase. The product anchor's in-depth understanding of the product and communication with the audience through emotional identification can effectively enhance the audience's desire to purchase. The enthusiastic relationship established between product anchors and fans can enhance fans' willingness to purchase the product. The product anchor's deep understanding of the product can be better translated into the audience's purchasing behavior through fan enthusiasm. Brand attachment plays a mediating role between the knowledge mastery of product anchors and the purchase intention of audiences. This means that if the product anchor can establish a brand attachment relationship, it will help increase the audience's willingness to purchase. Finally, brand attachment also plays a mediating role between the depth of understanding of live streaming products by product anchors and the willingness of viewers to purchase. Indicating the product anchor's deep understanding of the product, establishing brand attachment can enhance audience purchasing behavior.
(3) On this basis, this article also puts forward several suggestions and countermeasures, mainly including strengthening professional training for anchors, improving anchor selection mechanisms, establishing emotional identification and fan enthusiasm cultivation strategies, improving brand attachment marketing strategies, and emphasizing consumer satisfaction management.
their willingness to purchase. In addition, with the intensification of market competition, the variety of products and the number of anchors on e-commerce platforms are constantly increasing. When faced with numerous choices, consumers often tend to focus on product anchors with higher professional levels. Therefore, the professional level of product anchors has become an important factor affecting consumer purchase intention. This study aims to explore the impact of product anchor professionalism on consumer purchase intention in the e-commerce environment, in order to provide useful references for e-commerce platforms, product anchors, and consumers. The main conclusions are as follows:
(1) From a direct perspective, when product anchors have a deeper
understanding and mastery of the product, they can more effectively promote consumer purchasing decisions. The professional knowledge of product anchors can not only directly promote consumer purchase intention, but also enhance consumer emotional identification and loyalty to the anchor and brand. A deep understanding of the product by the anchor can stimulate emotional resonance among consumers, enhance their enthusiasm for the product, and increase their following of the anchor. When consumers have a positive emotional identification and enthusiasm for a product, anchor, or brand, they are more likely to make a purchase.
(2) From the perspective of intermediary effects, if product anchors can better grasp product knowledge and establish connections with the audience through emotional identification, it will help increase the audience's willingness to purchase. The product anchor's in-depth understanding of the product and communication with the audience through emotional identification can effectively enhance the audience's desire to purchase. The enthusiastic relationship established between product anchors and fans can enhance fans' willingness to purchase the product. The product anchor's deep understanding of the product can be better translated into the audience's purchasing behavior through fan enthusiasm. Brand attachment plays a mediating role between the knowledge mastery of product anchors and the purchase intention of audiences. This means that if the product anchor can establish a brand attachment relationship, it will help increase the audience's willingness to purchase. Finally, brand attachment also plays a mediating role between the depth of understanding of live streaming products by product anchors and the willingness of viewers to purchase. Indicating the product anchor's deep understanding of the product, establishing brand attachment can enhance audience purchasing behavior.
(3) On this basis, this article also puts forward several suggestions and countermeasures, mainly including strengthening professional training for anchors, improving anchor selection mechanisms, establishing emotional identification and fan enthusiasm cultivation strategies, improving brand attachment marketing strategies, and emphasizing consumer satisfaction management.
2024
中文
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致 謝........................................................................................................I
摘 要...................................................................................................... II
Abstract ..................................................................................................IV
目錄.................................................................................................... VIII
圖目錄..................................................................................................XII
表目錄................................................................................................ XIII
第一章 緒論............................................................................................ 1
1.1 研究背景 .................................................................................. 1
1.2 研究意義 .................................................................................. 2
1.3 研究方法 .................................................................................. 2
1.4 研究內容 .................................................................................. 3
第二章 文獻綜述................................................................................... 5
2.1 直播電商相關研究.................................................................. 5
2.1.1 直播電商的概念............................................................. 5
2.1.2 直播電商現狀................................................................. 5
2.1.3 直播電商相關研究......................................................... 6
2.2 主播專業性 .............................................................................. 8
2.2.1 主播的概念..................................................................... 8
2.2.2 主播的相關研究............................................................. 9
2.2.3 主播專業性的概念....................................................... 11
2.2.4 主播專業性的維度....................................................... 11
2.2.5 主播專業性的相關研究.............................................. 12
2.3 消費者購買意願.................................................................... 13
2.3.1 消費者購買意願的概念.............................................. 13
2.3.2 消費者購買意願的相關研究...................................... 13
2.4 情感認同 ................................................................................ 14
2.4.1 情感認同的概念........................................................... 14
2.4.2 情感認同的相關研究 .................................................. 15
2.5 粉絲熱忱 ................................................................................ 16
2.5.1 粉絲熱忱的概念........................................................... 16
2.5.2 粉絲熱忱的維度........................................................... 17
2.6 品牌依戀 ................................................................................ 17
2.6.1 品牌依戀的概念........................................................... 17
2.6.2 品牌依戀的相關研究 .................................................. 18
第三章 研究設計................................................................................. 19
3.1 研究框架 ................................................................................ 19
3.2 假設提出 ................................................................................ 20
3.2.1 產品主播專業程度對消費者購買意願的影響研究. 20
3.2.2 產品主播專業性對消費者情感認同、粉絲熱忱、品 牌依戀的影響研究....... 21
3.2.3 消費者情感認同、粉絲熱忱、品牌依戀對消費者購 買意願的影響研究............... 23
3.3 問卷設計 ................................................................................ 25
3.3.1 問卷結構....................................................................... 25
3.3.2 預調研 ........................................................................... 30
第四章 實證結果分析......................................................................... 35
4.1 描述性統計分析.................................................................... 35
4.2 信度與效度分析.................................................................... 36
4.2.1 信度分析....................................................................... 36
4.2.2 效度分析....................................................................... 38
4.3 CFA 檢驗................................................................................ 41
4.4 假設檢驗 ................................................................................ 42
4.4.1 直接效應假設檢驗....................................................... 42
4.4.2 仲介效應檢驗............................................................... 44
4.5 假設檢驗結果匯總................................................................ 54
第五章 結論與建議............................................................................. 56
5.1 結論......................................................................................... 56
5.2 建議......................................................................................... 58
5.2.1 加強主播專業培訓....................................................... 58
5.2.2 完善主播選拔機制....................................................... 59
5.2.3 建立情感認同與粉絲熱忱的培養策略 ..................... 60
5.2.4 實施提高品牌依戀的行銷策略.................................. 61
5.3 局限与展望 ............................................................................ 62
參考文獻............................................................................................... 63
作者簡歷............................................................................................... 72
附錄....................................................................................................... 73
摘 要...................................................................................................... II
Abstract ..................................................................................................IV
目錄.................................................................................................... VIII
圖目錄..................................................................................................XII
表目錄................................................................................................ XIII
第一章 緒論............................................................................................ 1
1.1 研究背景 .................................................................................. 1
1.2 研究意義 .................................................................................. 2
1.3 研究方法 .................................................................................. 2
1.4 研究內容 .................................................................................. 3
第二章 文獻綜述................................................................................... 5
2.1 直播電商相關研究.................................................................. 5
2.1.1 直播電商的概念............................................................. 5
2.1.2 直播電商現狀................................................................. 5
2.1.3 直播電商相關研究......................................................... 6
2.2 主播專業性 .............................................................................. 8
2.2.1 主播的概念..................................................................... 8
2.2.2 主播的相關研究............................................................. 9
2.2.3 主播專業性的概念....................................................... 11
2.2.4 主播專業性的維度....................................................... 11
2.2.5 主播專業性的相關研究.............................................. 12
2.3 消費者購買意願.................................................................... 13
2.3.1 消費者購買意願的概念.............................................. 13
2.3.2 消費者購買意願的相關研究...................................... 13
2.4 情感認同 ................................................................................ 14
2.4.1 情感認同的概念........................................................... 14
2.4.2 情感認同的相關研究 .................................................. 15
2.5 粉絲熱忱 ................................................................................ 16
2.5.1 粉絲熱忱的概念........................................................... 16
2.5.2 粉絲熱忱的維度........................................................... 17
2.6 品牌依戀 ................................................................................ 17
2.6.1 品牌依戀的概念........................................................... 17
2.6.2 品牌依戀的相關研究 .................................................. 18
第三章 研究設計................................................................................. 19
3.1 研究框架 ................................................................................ 19
3.2 假設提出 ................................................................................ 20
3.2.1 產品主播專業程度對消費者購買意願的影響研究. 20
3.2.2 產品主播專業性對消費者情感認同、粉絲熱忱、品 牌依戀的影響研究....... 21
3.2.3 消費者情感認同、粉絲熱忱、品牌依戀對消費者購 買意願的影響研究............... 23
3.3 問卷設計 ................................................................................ 25
3.3.1 問卷結構....................................................................... 25
3.3.2 預調研 ........................................................................... 30
第四章 實證結果分析......................................................................... 35
4.1 描述性統計分析.................................................................... 35
4.2 信度與效度分析.................................................................... 36
4.2.1 信度分析....................................................................... 36
4.2.2 效度分析....................................................................... 38
4.3 CFA 檢驗................................................................................ 41
4.4 假設檢驗 ................................................................................ 42
4.4.1 直接效應假設檢驗....................................................... 42
4.4.2 仲介效應檢驗............................................................... 44
4.5 假設檢驗結果匯總................................................................ 54
第五章 結論與建議............................................................................. 56
5.1 結論......................................................................................... 56
5.2 建議......................................................................................... 58
5.2.1 加強主播專業培訓....................................................... 58
5.2.2 完善主播選拔機制....................................................... 59
5.2.3 建立情感認同與粉絲熱忱的培養策略 ..................... 60
5.2.4 實施提高品牌依戀的行銷策略.................................. 61
5.3 局限与展望 ............................................................................ 62
參考文獻............................................................................................... 63
作者簡歷............................................................................................... 72
附錄....................................................................................................... 73
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22.崔銳.(2021).供應鏈視角下直播電商商業模式問題與對策探討.商業經濟研究，(08),69-71.
23.丁文文，李征宇，&李貴.(2021).電商直播平臺行為用戶群體畫像研究——以蘑菇街直播為例.科技資訊，19(14),43-45.
24.費威，&王闊.(2023).直播電商下品牌商與主播的食品安全動態策略分析.宏觀品質研究，11(01),87-98.
25.郭全中.(2020).中國直播電商的發展動因、現狀與趨勢.新聞與寫作， (08),84-91.
26.郭卉寧.(2022).IP 化產品消費者感知因素對購買意願的影響研究(碩士學位論文,吉林財經大學)
27.顧小偉. (2023). 電商直播與消費模式認同的變化：以東方甄選為例. 學海 (06), 43-51.
28.賀荷琳.(2024).電商主播特徵與社會臨場感對農產品購買意願的影響. 時代經貿(01),148-152.
29.黃煒，王珊珊，&戴辛宇.(2021).直播電商用戶購買行為影響因素研究. 知識管理論壇，6(06),315-326.
30.黃勇軍 & 張國建.(2016).網路主播的特性與監管. 中國廣播電視學刊 (05),75-76+107.
31.韓秀萍. (2024). 直播電商、品牌象徵價值與顧客購買意願的關係探討. 商業經濟研究 (02), 83-86.
32.景琦.(2023).超越產品力：知識型主播直播帶貨實踐邏輯研究.當代傳播，(06),88-95.
33.賈毅.(2022).電商直播：技術推動下的媒介消費與再消費.河南大學學報(社會科學版),62(01),126-132+156.
34.薑巖 & 董大海.(2009).西方消費者依戀理論的研究進展. 管理評論 (01),77-86.
35.康鑫.(2021).基於 SICAS 模型的電商直播場景行銷模式研究.商訊， (34),134-136.
36.劉承林, 劉魯川 & 孫凱. (2023). 電商直播間彈幕資訊品質對消費者購買意願的影響路徑——購物導向與主播知名度的調節作用. 情報 理論與實踐 (11), 143-153.
37.梁小曉.(2020).跨境電子商務企業商業模式及其影響因素分析.商業經濟研究，(01),94-98.
38.李麗瀅，&朱雪慧.(2023).資訊生態視角下直播電商平臺使用者資訊交互行為影響因素研究.大學圖書情報學刊，41(06),71-80.
39.呂梅.(2020).抖音直播平臺的商業模式創新研究.傳媒，(21),76-78.
40.劉偉 & 王新新.(2011).粉絲作為超常消費者的消費行為、社群文化與心理特徵研究前沿探析. 外國經濟與管理(07),41-48+65.
41/梁喜，劉懷英，&胡詩藝.(2022).直播模式對電商供應鏈定價與品質決策的影響研究——基於製造商店鋪自播與委託主播帶貨兩種模
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43.李逸平, 盧豔強 & 王怡淼. (2023). 直播電商情形下即時評論內容與消費者購買意願關係分析. 商業經濟研究 (23), 75-78.
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45.李貞貞，肖宛如，&趙雪芹.(2021).大學生使用電商直播平臺影響因素研究——以淘寶直播為例.情報探索，(01),72-78.
46.馬文星.(2023).數字嬗變與價值重構：電商主播的語言藝術演進. 聲屏世界(21),50-52.
47.馬秋豔. (2024). 基於 ISM-MICMAC 模型的生鮮電商發展影響因素分析. 商業經濟研究 (03), 102-105.
48.潘強，&林萌菲.(2021).價值共創在直播電商平臺的影響因素.商場現代化，(15),35-38.
49.靳代平,王新新 & 姚鵬.(2016).品牌粉絲因何而狂熱?——基於內部人視角的紮根研究. 管理世界(09),102-119.
50.任爽. (2023). 電商客服形象感知對消費者購買意願的影響及其內在機制. 商業經濟研究 (20), 81-84.
51.任可心 & 朱義鑫.(2023).數字經濟背景下電商主播對消費者購買意願影響研究——基於模糊集定性比較分析. 生產力研究(12),77-82.
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57.王家寶，&武友成.(2021).共生視角下直播電商治理的創新機制.管理現代化，41(05),44-46.
58.王坦，周祺胤，&毛莎.(2023).基於機器學習演算法的直播電商使用者購物行為預測模型的構建與應用.湖北大學學報(自然科學版),45(06),872-878.
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24.費威，&王闊.(2023).直播電商下品牌商與主播的食品安全動態策略分析.宏觀品質研究，11(01),87-98.
25.郭全中.(2020).中國直播電商的發展動因、現狀與趨勢.新聞與寫作， (08),84-91.
26.郭卉寧.(2022).IP 化產品消費者感知因素對購買意願的影響研究(碩士學位論文,吉林財經大學)
27.顧小偉. (2023). 電商直播與消費模式認同的變化：以東方甄選為例. 學海 (06), 43-51.
28.賀荷琳.(2024).電商主播特徵與社會臨場感對農產品購買意願的影響. 時代經貿(01),148-152.
29.黃煒，王珊珊，&戴辛宇.(2021).直播電商用戶購買行為影響因素研究. 知識管理論壇，6(06),315-326.
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32.景琦.(2023).超越產品力：知識型主播直播帶貨實踐邏輯研究.當代傳播，(06),88-95.
33.賈毅.(2022).電商直播：技術推動下的媒介消費與再消費.河南大學學報(社會科學版),62(01),126-132+156.
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