文本描述
# 以下为纯文本简介，不带文件格式；详细内容请下载文档查看；
电子商务直播对在线购买意愿的影响
—基于社会技术理论的实证研究
The Impact of E-commerce Live Video Streaming on
Online Purchase Intention:
An Empirical Study Based on Socio-technical Theory
一级学科：工商管理
学科专业：工商管理
研究生：秦芳
指导老师：张敏教授
天津大学管理与经济学部
二零一九年十一月
独创性声明
果，
导指导下进行的研究工作和取得的研究成
本人声明所呈交的学位论文是本人在师
他人B经发誠撰与咖研究成果，
敝处外’论文巾不包棘
除了文中額娜織織
一工
或证书而使用过的材料。与我同作
也不钮合为莊 稱天津大学或其他教育机构的学位
日意。
錢文中作了明＿说胼表示了谢
的同志对細倾難 任何贡献配
＂月曰
日期：年双
：签字
学位论文作者签名暴果
学位论文版权使用授权书
规定。特授权
保留、使用学位论文的i
本学位论文作者完全了解天津大学有关
印、印或
容编入有关数据库进行检索，并采用影缩
渾大学可以将学位论文的全部或部分内
絲 部１祕麟交论文的复
．和。酿学獅酿
扫描等复耐段締、汇娜供麵 翻
印件和磁盘。
密后适用本授权说明）
C盋艿难宦畚脑诮?
导师签名：
学位论文作者签名：雇專
工＾
c７月日
字日期：w 年丨
丨月》日签f 丨
日：年／
签字期j
摘要
随着线上零售行业竞争的日益激烈和消费者对线上购物体验需求的不断增
加，现有营销腏侥岩猿中行颜撸嚼丛蕉嗟牡缱由涛裢竞吐艏页?
试通过引入新的营销腏绞视Σ欢媳浠纳桃祷肪场V诙嘤J街校缱由涛?
直播通过整合电子商务的消费属性和直播的用户快速获取能力而迅速成为当前
主流的商业化营销腏健K淙坏缱由涛裰辈ゲ欢系玫绞导乒悖涠韵呱舷?
行为的驱动作用仍缺乏理论支撑和实证支持，理解电子商务直播对线上购买行为
的影响效果和作用机制，能够为电子商务网站和卖家充分发挥直播的营销价值，
并以此提高市场竞争力提供参考和建议，对拓展直播的商业化营销腏窖芯糠段?
提供理论依据。
本研究以电子商务直播为研究对象，探讨电子商务直播对消费者在线购买意
愿的影响及作用机制，并考虑消费者、卖家和直播平台形成的三方交互体系，基
于社会技术理论，分别从技术和社会角度出发，深入分析了电子商务直播技术特
征和服务质量对在线购买意愿的影响机制。本研究通过网页数据抓取、情景实验
设计和问卷调查等方法获取数据并进行实证研究，具体研究内容和创新如下：
首先，基于解释水平理论，探讨电子商务直播对消费者在线购买意愿的影响
效果和作用机制。结果发现，电子商务直播通过降低消费者心理距离和不确定性
感知提高在线购买意愿；产品类型对电子商务直播和感知不确定性的关系起到调
节作用，即电子商务直播降低感知不确定性的作用对体验型产品来说比搜索型产
品更强。本阶段研究从整体层面对电子商务直播的营销有效性进行了实证探索，
丰富和拓展了在线营销领域的研究成果。
其次，考虑消费者与电子商务直播平台的交互过程，根据“刺激-机体-反应”
理论，构建电子商务直播技术特征与在线购买意愿之间的关系膒汀＝峁⑾郑?
电子商务直播的互动实时性、感知临近性和感知真实性能够通过提高社会支持提
高在线购买意愿。本阶段研究从技术角度揭示了电子商务直播技术特征对线上消
费意愿的作用机制，对影响线上消费行为的技术特征成功要素进行补充，为电商
属性和直播技术的资源有效配置提供了新思路。
最后，针对消费者与电子商务直播卖家的交互过程，基于社会交换理论，进
一步探讨了电子商务直播服务质量对在线购买意愿的影响。结果发现，电子商务
直播的信息质量和互动质量能够促进快速关系的建立，进而提升在线购买意愿。
本阶段研究从社会因素角度构建并延伸了服务质量评价体系，将快速关系引入电
子商务直播背景，为电子商务直播营销腏降姆窀鲂曰呗蕴峁┝艘谰荨?
关键词：电子商务直播，社会技术理论，技术特征，服务质量，在线购买意愿
I
ABSTRACT
With the increasingly fierce competition of the online retail industry and the
enhancing demand for online shopping experience,the existing marketing strategy has
been difficult to attract consumers continuously and effectively.More and more e-
commerce websites and e-retailers try to adapt to the constantly changing business
context by introducing new marketing models.Integrating the consumption attributes
of e-commerce websites and the rapid acquisition capability of live streaming,e-
commerce live streaming becomes the mainstream commercial marketing strategy.
Although e-commerce live streaming has been widely spread in practice,its impact on
online consumption behavior lacks theoretical and empirical support.Understanding
the impact and mechanism of e-commerce live streaming on consumersonline
purchase behavior is important for e-commerce websites and sellers to make full use of
marketing capabilities of live streaming and then obtain the market competitiveness.
This study focuses on e-commerce live streaming and discusses the influence
mechanism of e-commerce live streaming on consumersonline purchase intention.
Considering the three-party interaction system formed by consumers,and live
streaming platforms and sellers,this study analyzes the potential impact of e-commerce
live streaming technical features and service quality on online purchase intentions from
perspectives of technical and social separately.The data used in empirical analysis is
obtained from web page,scenario experiment and survey.The main findings and
contributions are shown as follows:
First,based on the construal level theory,this study discusses the impact of the e-
commerce live streaming on online purchase intention.The results show that e-
commerce live streaming can reduce consumerspsychological distance and perceived
uncertainty,and then increase online purchase intention.Simultaneously,product type
moderates the relationship between e-commerce live streaming and perceived
uncertainty.Specifically,compared with search product,e-commerce live streaming
has a stronger effect on perceived uncertainty for experience product.By conducting
an exploratory empirical research on the effectiveness of e-commerce live streaming
from the overall level,the study provides a basic theory and data support for the
successful practice of live streaming,and enriches the research findings in the field of
II
online marketing.
Second,considering the interaction between consumer and e-commerce live
streaming platform,this study constructs the theoretical model of the relationship
between e-commerce live streaming technical features and online purchase intention
based on “stimulus-organism-response”model.The results show that real-time
interaction,perceived proximity and perceived authenticity can ultimately improve
online purchase intention by increasing social support.By revealing the influence
mechanism of different e-commerce live streaming technical features in driving online
purchase intention from the technical perspective,this study supplements the success
factors of technical features that affect online consumer behavior,and then provides a
new way for configuring resources effectively between e-commerce attributes and live
streaming technology.
Third,focusing on the interaction between consumer and e-commerce live
streaming sellers,this study further discusses the impact of e-commerce live streaming
service quality on online purchase intention based on social exchange theory.It is
shown that the information quality and interaction quality can help build swift “guanxi”
on the e-commerce live streaming platforms,and then increase online purchase
intention.By constructing and extending the service quality evaluation system from
social perspective,this study introduces “guanxi”to the e-commerce live streaming
context,and validates the importance of service quality in promoting online personal
relationship.Furthermore,this study provides a basis for the personalized service
strategy of e-commerce live streaming marketing strategy.
KEYWORDS:E-commerce live streaming,Socio-technical theory,Technical
features,Service quality,Online purchase intention
III
。。。以下略
==>> 点击下载文档
