随着4G网络和智能手机的快速普及，直播技术的不断进步，电商直播应运 而生，两者的结合迸发出强大的经济效益，电商弥补了流量获取困难的不足，直 播则获得了快速变现的通道。电商不再只是局限于图片、文字和短视频的简单叙 述，而是开启了实时互动、全方位立体展示的新模式。消费者不仅能够更清晰地 观看到商品的实际情况，而且可以和主播直接进行交流，并要求其进行特定地方 的细节展示，此外也能够从主播的讲解和对他人的回复中加深了解，增强体验感 和刺激感，从而更利于购买意愿的形成，所以不论是直播行业还是电商行业都纷 纷入局，直播电商的市场规模不断扩大。与此同时，市场上也出现了一些不和谐 的因素，例如主播虚假宣传、商品货不对板、售后服务差以及平台流量造假等， 这些都会降低消费者的信任，进而影响整个市场的健康发展。 本文正是在这种背景下，以及参考相关学者研究的基础上提出的，以传播说 服理论、ABC态度理论和S-O-R理论为基础，构建以主播专业性、信息质量、 激励因素、享乐体验、互动体验和视觉呈效为自变量，消费者认知态度和情感态 度为中介变量，购买意愿为因变量的理论模型，进而提出研究假设，并进行问卷 的设计，在通过小范围预调研的检验后正式发放问卷，共回收有效问卷419份， 然后使用SPSS26.0和AMOS24.0软件进行信度和和效度分析（探索性因子分析 和验证性因子分析）、相关分析、回归分析以及中介效应分析以验证研究假设。 实证结果表明：（1）在观看直播的过程中，主播专业性、信息质量、激励 因素、享乐体验、互动体验和视觉呈效对消费者购买意愿有显著的正向影响；（2） 在观看直播的过程中，主播专业性、信息质量、互动体验和视觉呈效与消费者认 知态度显著正相关；（3）在观看直播的过程中，电商直播的六个维度对消费者 情感态度有显著的正向影响；（4）消费者认知态度和情感态度与购买意愿显著 正相关；（5）消费者认知态度在主播专业性、信息质量、互动体验、视觉呈效 与购买意愿之间起中介作用，消费者情感态度在电商直播的六个维度与购买意愿 之间起中介作用。最后，根据实证分析结果，在电商直播营销、消费者态度和消 费者自身这三个方面提出具体建议。 关键词：电商直播，消费者认知态度，消费者情感态度，购买意愿 III Abstract Withtherapidpopularizationof4Gnetworkandsmartphones,andthe continuousprogressoflivebroadcasttechnology,e-commercelivebroadcastcame intobeing.Thecombinationofthetwohasproducedstrongeconomicbenefits, e-commercehasmadeupfortheshortageofdifficultyinobtainingtraffic,andlive broadcasthasobtainedafastrealizationchannel.E-commerceisnolongerlimitedto thesimplenarrationofpictures,textsandshortvideos,buthasopenedupanewmode ofreal-timeinteractionandall-roundthree-dimensionaldisplay.Consumerscannot onlywatchtheactualsituationofgoodsmoreclearly,butalsodirectlycommunicate withtheanchor,andaskthemtoshowthedetailsofspecificplaces.Inaddition, consumerscandeepentheirunderstandingfromtheexplanationoftheanchorandthe replytoothers,andenhancethesenseofexperienceandstimulation,whichismore conducivetotheformationofpurchaseintention.Therefore,boththelivebroadcast industryandthee-commerceindustryhaveenteredthemarketoneafteranother,and themarketscaleoflivebroadcaste-commercehasbeenexpanding.Atthesametime, therearealsosomedisharmoniousfactorsinthemarket,suchasfalsepropagandaby anchors,misplacedgoods,poorafter-salesserviceandfakeplatformtraffic,which willreducethetrustofconsumersandfurtheraffectthehealthydevelopmentofthe wholemarket. Thispaperisputforwardunderthisbackgroundandonthebasisofreferringto theresearchofrelevantscholars.Atheoreticalmodelisconstructedbasedon communicationpersuasiontheory,ABCattitudetheoryandS-O-Rtheory,inwhich independentvariablesareanchorprofessionalism,informationquality,incentive factor,hedonisticexperience,interactiveexperienceandvisualeffect,intermediary variablesareconsumers'cognitiveattitudeandemotionalattitude,anddependent variablesarepurchaseintention,andthenputsforwardresearchhypothesesand designsquestionnaire.Afterpassingthetestofsmall-scalepre-investigation,419 validquestionnaireswerecollected,andthenreliabilityandvalidityanalysis (exploratoryfactoranalysisandconfirmatoryfactoranalysis),correlationanalysis, regressionanalysisandintermediaryeffectanalysiswerecarriedoutbySPSS26.0and AMOS24.0toverifytheresearchhypotheses. Theempiricalresultsshowthat:(1)intheprocessofwatchinglivebroadcast, anchorprofessionalism,informationquality,incentivefactor,hedonisticexperience, interactiveexperienceandvisualeffecthaveasignificantpositiveimpacton IV consumers'purchasingintention;(2)intheprocessofwatchinglivebroadcast,anchor professionalism,informationquality,interactiveexperienceandvisualeffectare significantlypositivelycorrelatedwithconsumers'cognitiveattitude;(3)inthe processofwatchinglivebroadcast,thesixdimensionsofe-commercelivebroadcast haveasignificantpositiveimpactonconsumers'emotionalattitude;(4)consumers' cognitiveattitudeandemotionalattitudearesignificantlypositivelycorrelatedwith theirpurchaseintention;(5)consumers'cognitiveattitudeplaysamediatingrole amonganchorprofessionalism,informationquality,interactiveexperience,visual effectandpurchaseintention,andconsumers'emotionalattitudeplaysamediating rolebetweenthesixdimensionsofe-commercelivebroadcastandpurchaseintention. Finally,accordingtotheresultsofempiricalanalysis,specificsuggestionsareput forwardinthreeaspects:e-commercelivebroadcastmarketing,consumerattitudeand consumersthemselves. Keywords:e-commercelivebroadcast,consumers'cognitiveattitude, consumers'emotionalattitude,purchaseintention V 目录 关于学位论文使用授权的声明...........................................................................I 原创性声明.................................................................................................................I 摘要..........................................................................................................................II Abstract.................................................................................................................III 第一章绪论..............................................................................................................1 一、研究背景与意义.............................................................................................1 （一）研究背景..............................................................................................1 （二）研究意义..............................................................................................2 二、文献综述.........................................................................................................3 （一）电商直播相关研究..............................................................................3 （二）消费者态度影响因素研究..................................................................5 （三）购买意愿影响因素研究......................................................................7 （四）研究述评..............................................................................................9 三、研究内容与方法...........................................................................................10 （一）研究内容............................................................................................10 （二）研究方法............................................................................................11 四、研究创新点...................................................................................................12 第二章概念界定与理论基础............................................................................13 一、概念界定.......................................................................................................13 （一）电商直播的概念................................................................................13 （二）消费者态度的概念............................................................................14 （三）购买意愿的概念................................................................................15 二、理论基础.......................................................................................................15 （一）传播说服理论....................................................................................15 （二）ABC态度理论.....................................................................................16 （三）S-O-R理论................................