宋思根，赵庆明
（上海应用技术大学经济与管理学院，上海市201418）
摘要：主播作为直播电商的最能动因素，受到学界普遍关注。与其他类型主播相比，明星主播因有角色形象定位而具有一定的特殊性，但目前明星直播带货对观众购买意愿的影响机制尚不清晰。基于社会比较理论，观众上行比较、自我差异、内隐人格共同构成了影响机制。数据分析表明，观众与明星主播进行上行比较会正向影响其购买意愿，自我差异在此过程中发挥着部分中介作用；内隐人格调节上行比较对购买意愿的影响，相比于渐变论者，实体论消费者在进行上行比较后购买意愿更明显；明星主播特征与商品特征的一致性调节着上行比较对购买意愿的影响，一致性越高，观众购买意愿越强烈。鉴于此，企业应遴选与观众有更多差异的明星作为主播，利用上行比较提升观众的差异感知，刺激消费者的购买欲望；细分直播解说和互动的观众群体，突出商品的象征性价值，促进实体论消费者迅速做出购买决策，强调使用商品对消费者个人改变或者自我提升的积极作用；将上行比较产生的强烈情绪体验转化为消费者购买行为的心理基础，最大化发挥情绪体验的潜在价值。
关键词：明星主播；上行比较；内隐人格；购买意愿
中图分类号：F724.6 文献标识码：A 文章编号：1007-8266（2023）03-0061-11
引用：宋思根，赵庆明.明星主播对观众购买意愿的影响机制[J].中国流通经济，2023（3）：61-71. doi：10.14089/j.cnki.cn11-3664/f.2023.03.005
Impact of Superstars Live-streaming on Audiences' Purchase Intention
SONG Si-gen and ZHAO Qing-ming
（School of Economics and Management，Shanghai Institute of Technology，Shanghai 201418，China）
Abstract：As the most active factor of live-streaming e-commerce，anchors attract more focusing of researchers. Compared with other typical anchors，superstar anchors have certain particularity due to their celebrity effect. The impact of superstars livest reaming on audience's purchase intention is still unknown. Based on the social comparison theory，audience upward comparison，self- difference，and implicit personality are all the factors of impact mechanism of audience's purchase intention. Data analysis shows that：upward comparison between audiences and superstar anchors has positive impact on audiences' purchase intention，and the self-difference plays a partial mediating role in this process；implicit personality moderates the effect of upward comparison on purchase intention，and compared with the incremental theorist consumers，the consumers who are entity theorist have stronger purchase intention after the upward comparison；and the consistency between characteristics of lives treaming superstars and that of on- sale products moderates the impact of upward comparison on purchase intention，and the higher the consistency，the stronger the purchase intention the audiences show. In view of this，enterprises should，first select superstars with more differences from the audiences as anchors，and take advantage of upward comparison to improve the audience's perception of differences and stimulate consumers' purchase desire；second，the enterprises should subdivide the audiences by lines and interaction during the live- streaming，highlight the symbolic value of products when introducing products，promote the consumers who are entity theorist to make purchase decisions quickly，and emphasize the positive effect of using products on consumers' personal change or self- improvement；and third，the enterprises should convert the strong emotional experience generated by upward comparison into the psychological dynamics of consumers' purchase behavior, and maximize the potential value of emotional experience.
Key words：superstars live-streaming；upward comparison；implicit personality；purchase intention
Citation：Song, S. and Zhao, Q. (2023). Impact of Superstars Live-streaming on Audiences' Purchase Intention.China Business and Market. Vol.37, No.3, pp.61-71. doi：10.14089/j.cnki.cn11-3664/f.2023.03.005
作者简介：宋思根（1972—），男，安徽省泾县人，上海应用技术大学经济与管理学院教授，博士研究生导师，主要研究方向为新媒体营销、消费者行为；赵庆明（1998—），女，河北省衡水市人，上海应用技术大学经济与管理学院硕士研究生，主要研究方向为消费者行为。