你會為公益下單嗎？——直播電商中扶貧助農類產品的消費者購買意願研究

Abstract

扶貧助農逐漸成為直播電商的重要細分領域之一。本研究基於SOR理論（Stimulus-Organism-Response model，又稱刺激-機體-反應模型）來研究消費者在扶貧助農類直播電商中的購買意願受何影響，並提出電商主播和捐贈效用感知兩個維度。本研究通過問卷調查法回收了兩百餘份問卷結果，以SPSS為工具進行了樣本輪廓分析、直播電商使用行為分析以及回歸分析檢驗假設。研究發現，第一，電商主播的專業性和互動性對消費者的購買意願有顯著正影響，而電商主播的知名度對購買意願無顯著影響。第二，消費者的捐贈效用感知部分構面影響了其購買意願，其中情緒效用感知和家庭效用感知對消費者的購買意願有顯著正影響，而外顯效用感知對購買意願無顯著影響。第三，電商主播部分構面影響了消費者的捐贈效用感知。具體而言，電商主播的專業性對消費者的外顯效用感知、情緒效用感知和庭效用感知均有顯著正影響，電商主播的互動性對消費者的情緒效用感知和家庭效用感知有顯著影響，但對外顯效用感知無顯著影響。電商主播的知名度對消任一捐贈效用感知因素均無顯著影響。最後，本研究基於研究發現對直播電商各利益相關者提出了相關建議。

Live e-commerce for poverty Alleviation is becoming more and more popular. This study is based on the Stimulus-Organism-Response model to study how consumers’ purchase intentions are affected in live e-commerce for poverty Alleviation. More than two hundred questionnaire results were collected. Through SPSS, this study found that the professionalism and interactivity of live streamers have positive impact on consumers` purchase intentions, while the popularity has no impact on purchase intentions. Second, the consumer`s perceived donation efficacy affects their purchase intention. Specifically, perceived emotional efficacy and perceived family efficacy have positive impact on consumers` purchase intention, while perceived explicit efficacy has no influence on the purchase intention. Third, some aspects of live streamers affect consumers` perceived donation efficacy. Finally, based on the research findings, this research puts forward relevant suggestions to the stakeholders of live e-commerce.