维普论文检测系统VIP PAPER CHECK SYSTEM社会化媒体直播环境下消费者购买行为影响因素研究--一以拼多多直播为例【原文对照报告-大学生版】报告编号：6fece43a809b3565检测时间：2021-05-2223：58：50检测字符数：26130作者姓名：邢远思所属单位：全文总相似比复写率他引率自引率专业术语检测结论：37.64%27.37%十10.27%0.0%0.0%其他指标：自写率：62.36%高频词：直播，消费，消费者，购买，价值典型相似文章：无指标说明：复写率：相似或疑似重复内容占全文的比重他引率：引用他人的部分占全文的比重自引率：引用自己已发表部分占全文的比重自写率：原创内容占全文的比重典型相似性：相似或疑似重复内容占全文总相似比超过30%专业术语：公式定理、法律条文、行业用语等占全文的比重总相似片段期刊：30博硕：175综合：3相似片段：258外文：0自建库：0互联网：50检测范围：中文科技期刊论文全文数据库中文主要报纸全文数据库中国专利特色数据库博士/硕士学位论文全文数据库中国主要会议论文特色数据库港澳台文献资源外文特色文献数据全库维普优先出版论文全文数据库互联网数据资源/互联网文档资源高校自建资源库图书资源古籍文献资源个人自建资源库年鉴资源IPUB原创作品时间范围：1989-01-01至2021-05-22维普论文检测系统VIP PAPER CHECK SYSTEM原文对照颜色标注说明：■自写片段■复写片段（相似或疑似重复）口引用片段（引用）■专业术语（公式定理、法律条文、行业用语等）社会化媒体直播环境下消费者购买行为影响因素研究--一以拼多多直播为例摘要随着我国互联网技术的不断创新和我国居民消费需求的不断升级，电子商务行业迅速发展催生了电商直播购物这一新兴购物方式。消费者产生购买行为是一个复杂的心理变化过程，在电商直播购物环境下，消费者购买行为也发生了变化，许多方面因素都会激发消费者产生购买行为。在理论研究方面，目前鲜有研究关注电商直播对用户在线购买行为的影响。因此，本研究以国内主流的拼多多电商直播平台为研究对象，深入探讨拼多多电商直播对用户在线购买行为的影响因素，在此基础上对拼多多电商直播从业者提出指导建议。本研究以拼多多电商直播为研究对象，对电商直播与消费者购买行为相关文献进行了梳理和研究。确定影响消费者在线购买行为的主要因素，选取（主播的吸引力、主播的响应性、主播的专业性、主播的娱乐性、商品的实用性、商品的享乐性)作为变量。在此基础上进行问卷设计、收集发放问卷，最终确定有效问卷165份，借助S-0-R理论，构建拼多多电商直播中消费者购买行为影响因素概念模型，进行数据分析得出以下结论：拼多多直播中主播的吸引力、响应性、专业性以及娱乐性正向影响消费者的感知服务价值。拼多多直播间商品的实用性和享乐性正向影响消费者感知服务价值。消费者的感知服务价值以及感知商品价值并且作为中介变量显著正向影响消费者的购买行为。关键词电商直播：感知服务质量：购买决策：购买行为：SOR理论A Study on the Influencing Factors of Consumer Buying Behavior in the Social Media LiveEnvironment ----Take Pinduoduo Live as an ExampleAbstractWith the continuous innovation of my country's Internet technology and the continuous upgradingof consumer demand in my country,the rapid development of the e-commerce industry has given birthto the new shopping method of e-commerce live shopping.Consumer purchasing behavior is a complexprocess of psychological changes.In the live shopping environment of e-commerce,consumerpurchasing behavior has also changed,and many factors will stimulate consumers to producepurchasing behavior.In terms of theoretical research,currently few studies have focused on theimpact of e-commerce live broadcasts on users'online purchasing behavior.Therefore,this researchtakes the domestic mainstream Pinduoduo e-commerce live broadcast platform as the research object,and deeply explores the influence factors of Pinduoduo e-commerce live broadcast on users'onlinepurchasing behavior,and on this basis,provides guidance and suggestions to Pinduoduo e-commercelive broadcast practitioners.This research takes Pinduoduo's e-commerce live broadcast as the research object,and combs andresearches the literature on e-commerce live broadcast and consumer buying behavior.Determine the2维普论文检测系统VIP PAPER CHECK SYSTEMmain factors that affect consumers'online buying behavior,and select (the attractiveness of thehost,the responsiveness of the host,the professionalism of the host,the entertainment of thehost,the practicality of the product,and the hedonicity of the product)as variables.On thisbasis,the questionnaire was designed,collected and distributed,and finally 165 validquestionnaires were determined.With the help of SOR theory,a conceptual model of consumer purchasebehaviors in Pingduoduo e-commerce live broadcast was constructed,and the data analysis reached thefollowing conclusions:Pingduoduo live broadcast The attractiveness,responsiveness,professionalismand entertainment of medium anchors positively affect consumers'perceived service value.Thepracticability and enjoyment of the products in the live broadcast of Pinduoduo have a positiveimpact on consumers'perception of service value.Consumers'perceived service value and perceivedcommodity value,as an intermediary variable,significantly positively affect consumers'purchasingbehavior.Keywords E-commerce live broadcasting;Perceived service quality:Purchase decision;Purchasebehavior:SOR theory目录第1章绪论11.1研究目的21.2研究意义31.3研究方法32.1S0R理论51.4网络直播与电商直播定义4第2章相关理论与文献综述52.2感知价值理论52.3场景营销理论62.4购买决策理论72.5购买行为文献综述72.5.1传统购买行为影响因素文献综述72.5.2在线购买行为影响因素文献综述8第3章研究假设与模型构建103.1研究假设103.1.1消费者购买行为与感知价值之间的关系103.1.2直播间主播与感知服务价值113.1.3直播间商品与感知商品价值133.2研究模型14第4章问卷设计与实证分析154.1问卷设计154.2变量测量154.3问卷发放174.4实证分析174.4.1样本基本特征分析174.4.2被测变量描述性统计分析184.4.3信度和效度检验214.5研究模型拟合与假设检验244.5.1结构方程模型构建244.5.2模型检验254.5.3中介效应检验26第5章结论与讨论283