珠宝直播销售中消费者社会临场感对购买意愿的影响研究
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摘要
近年来，随着直播电商的迅猛发展，珠宝行业逐渐将其作为重要的销售渠道，但在珠宝直播领域，影响消费者购买意愿的研究仍较为缺乏。基于 S-O-R 模型（刺激-有机体-反应模型）本研究旨在探讨珠宝行业在电商直播销售模式中，社会临场感对消费者购买意愿的影响，并探讨感知价值和信任的中介作用。本研究通过问卷调查法收集了 670 名直播间消费者的有效数据，并利用 SPSS 29.0 等统计软件进行信效度验证和假设检验。研究结果显示，社会临场感显著影响购买意愿，且感知价值和信任起部分中介作用。本研究验证了社会临场感在珠宝电商直播中的重要作用，并提出了增强直播互动性和真实性以提高消费者感知价值和信任的实践建议。研究结果为珠宝行业及其电商直播的发展提供了理论支持和实践指导。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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