Xu Ping, Cui Bang-Jun, Lyu Bei
Department of Educational Psychology, School of Leisure Sports and Management, Guangzhou Sport University, Guangzhou, China.
GuiZhou Vocational Technology College of Electronics & Information, Guizhou, China.
Front Psychol. 2022 Jan 24;12:748172. doi: 10.3389/fpsyg.2021.748172. eCollection 2021.
The virtual display of products in e-commerce brings new problems of information asymmetry, and the overload of digital information also increases the difficulty of consumers' purchasing decisions. The real-time interaction between the streamer and the consumer during live streaming e-commerce will promote consumers' understanding of the product, reduce information asymmetry, and increase consumers' purchase intention. However, why do people trust the untouchable and unfamiliar streamers from live streaming e-commerce to purchase online? To understand this phenomenon, based on the perspective of the information asymmetry theory and parasocial relationship theory, this research identified how social capital affected purchase intention in live streaming e-commerce. Through a questionnaire survey of live viewers, the purchase intention model constructed by empirical testing was used. The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship could effectively increase the viewer's purchase intention. The occurrence of a streamer's negative public events could significantly reduce the viewer's purchase intention. The scale of live streaming and the streamer's commitment had no significant impact on the viewer's purchase intention. Trust played an intermediary role between the streamer's professionalism and parasocial relationship and the viewer's purchase intention.
电子商务中产品的虚拟展示带来了新的信息不对称问题，数字信息过载也增加了消费者购买决策的难度。直播电商中主播与消费者的实时互动会促进消费者对产品的了解，减少信息不对称，并提高消费者的购买意愿。然而，人们为什么会信任直播电商中无法接触且不熟悉的主播而进行在线购买呢？为了理解这一现象，本研究基于信息不对称理论和准社会关系理论的视角，确定了社会资本如何影响直播电商中的购买意愿。通过对直播观众进行问卷调查，使用了经实证检验构建的购买意愿模型。研究结果表明，主播的专业性、对直播的互惠期望以及观众的准社会关系能够有效提高观众的购买意愿。主播负面公共事件的发生会显著降低观众的购买意愿。直播规模和主播的承诺对观众的购买意愿没有显著影响。信任在主播的专业性和准社会关系与观众的购买意愿之间起中介作用。
