Rungruangjit Warinrampai
Business Administration for Society, Srinakharinwirot University, Thailand.
Heliyon. 2022 Jun 10;8(6):e09676. doi: 10.1016/j.heliyon.2022.e09676. eCollection 2022 Jun.
The year 2021 is one of the most significant years for live streaming commerce, since numerous sectors and businesses have begun to sell their items in the form of live broadcast influence. Especially in China, Taobao live streaming often promotes an event by inviting internet celebrities to cooperate with brands to broadcast the products. For many brands, that is a very successful technique for increasing conversion rates. Researchers have lately grown interested in investigating the factors influencing the purchase decisions of Chinese consumers in the context of Taobao live streaming commerce with online celebrities. The present study is the first to theoretically combine three primarily literature-based disciplines, including source credibility, match-up hypothesis, and parasocial relationship theory, into a unified framework to bridge the research gaps. In this study, the quantitative method was employed through the use of partial least square structural equation modeling (PLS-SEM). The SmartPLS 3.0 software was applied to examine the proposed model. The data were obtained from 454 Chinese consumers who have ever purchased a cosmetic product from a famous internet celebrity on Taobao live streaming. The results indicated that the positive impact of a celebrity endorsers' perceived expertise was the powerful antecedent that affected purchase intentions, while celebrity endorsers' perceived attractiveness and trustworthiness had no significant effect. A good match-up between celebrity and product can improve the celebrity endorsers' perceived attractiveness, trustworthiness, and expertise. Moreover, it was found that the celebrity endorsers' perceived expertise acted as a mediator of the relationship between celebrity-product congruence and purchase intentions. Finally, the findings showed that parasocial relationships have vital mediating effects on increasing purchase intentions.
2021年是直播电商最重要的年份之一，因为众多行业和企业都开始以直播带货的形式销售商品。特别是在中国，淘宝直播经常通过邀请网红与品牌合作来推广产品。对于许多品牌来说，这是提高转化率的一项非常成功的技巧。最近，研究人员开始对探究在淘宝直播电商与网红合作的背景下影响中国消费者购买决策的因素产生兴趣。本研究首次从理论上将三个主要基于文献的学科，即来源可信度、匹配假设和平行社会关系理论，整合到一个统一的框架中，以弥补研究空白。在本研究中，采用了偏最小二乘结构方程模型（PLS-SEM）的定量方法。使用SmartPLS 3.0软件来检验所提出的模型。数据来自454名曾在淘宝直播上从知名网红处购买过化妆品的中国消费者。结果表明，名人代言人的感知专业度的积极影响是影响购买意愿的有力前提，而名人代言人的感知吸引力和可信度则没有显著影响。名人与产品之间的良好匹配可以提高名人代言人的感知吸引力、可信度和专业度。此外，研究发现名人代言人的感知专业度在名人-产品一致性与购买意愿之间的关系中起中介作用。最后，研究结果表明准社会关系对提高购买意愿具有重要的中介作用。
