摘要
目前,直播电商是重要的网络购物渠道,主播作为产品推荐官,其诉求方式是影响用户购买意愿的重要因素。本文将主播诉求方式分为理性诉求和感性诉求,研究主播诉求与用户购买意愿之间的关系,并检验心流体验的中介作用。通过问卷调查,本文对我国网民进行调查,研究发现:主播的理性诉求与感性诉求对用户心流体验呈现正向影响;心流体验与购买意愿呈现正相关关系;电商主播的理性诉求、感性诉求通过用户心流体验对购买意愿产生影响。本研究探析主播诉求对用户购买意愿产生的影响,在理论层面上丰富消费者行为研究,在现实层面上为发挥主播在直播电商中的作用提供指导。
作者
刘姣姣 ,郑州大学新闻与传播学院硕士研究生。
马二伟 ,郑州大学新闻与传播学院教授、硕士生导师,博士研究生。
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