韩箫亦;许正良;

• 1:吉林大学管理学院

摘要(Abstract)：

电商主播作为直播营销模式的核心,对消费者在线购买意愿具有重要的影响作用。本文基于扎根理论质性研究,通过对68名具有一定电商直播观看经验的用户进行访谈,并获取其原始记录作为文本资料,构建了电商主播属性对消费者在线购买意愿影响的理论模型,明确了电商主播属性、消费者内在状态和消费者在线购买意愿等在电商直播语境下的概念内涵。本研究丰富了电商主播属性对消费者在线购买意愿影响的背后机制,并为电商企业和主播在实践中提高消费者购买欲望提供了一定的参考。

关键词(KeyWords)： 扎根理论;电商主播属性;消费者内在状态;消费者在线购买意愿

Abstract:

Keywords:

基金项目(Foundation):

作者(Authors): 韩箫亦;许正良;

DOI: 10.16538/j.cnki.fem.20200820.301

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