AIGC背景下数字人直播对温州市消费者购买意愿的影响

The influence of digital live broadcast on the purchase intention of Wenzhou consumers under AIGC background

摘要

基于SOR理论，本文建立了数字人直播的主播特征对消费者购买行为影响的研究模型，深入探讨了数字人直播对消费者购买行为的影响机制。研究结果显示，在数字人直播中，主播拟人化、个性化、吸引力、互动性对消费者的心流体验、价值创造产生显著的正向影响。同时，心流体验与价值共创共同显著影响消费者购买意愿。温州市电商平台和商家可利用研究结果来优化直播营销策略。

Abstract

Based on the SOR theory, this paper constructs a research model to investigate how the characteristics of digital human live streamers influence consumer purchasing behavior, and delves into the mechanisms by which digital human live streaming affects consumer purchasing behavior. The study reveals that in digital human live streaming, the anthropomorphism, personalization, attractiveness, and interactivity of the live streamer significantly enhance consumers ‘flow experience and value creation. Moreover, both the flow experience and value co-creation significantly influence consumers’ willingness to purchase. E-commerce platforms and merchants in Wenzhou can use these findings to optimize their live marketing strategies.

关键词

数字人直播 / 购买意愿 / 心流体验 / 价值共创

Key words

digital live broadcast / purchase intention / flow experience / value co-creation

参考文献

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基金资助

2024年温州市哲学社会科学规划年度课题(24WSK193YBM)