直播平台网红特质对用户契合的影响研究.docxVIP

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摘要

在网上直播电商竞争更加激烈的情景下，怎样引发用户产生契合成为参与直播的企业关注的问题。网红身为直播中形成交易的重要环节，怎么影响用户契合的产生亟待探究。因此，将直播网红作为研究对象，基于用户信任理论研究直播平台中网红个人特质对用户契合的作用机理具备较大的现实意义。通过SPSS22.0软件分析有效问卷的样本情况、可靠性、有效性及变量间的回归关系，采取定量分析方式，借鉴专业人士意见，将网红个人特质分为知名度、专业性、吸引力、创新性四个维度，借助回归分析验证了网红个人特质越突出，对加强用户契合就越有利，并检验了用户信任在网红特质和用户契合之间所产生的中介作用，即网红的个人特质表现得越明显，用户对其推销产品的信任度就越高，对用户契合的形成就越有利。直播平台中网红个人特质对用户契合的作用机制更进一步说明了用户信任在网红向用户推荐商品过程中所起的作用，有助于指导直播平台注重打造网红个人特质:不仅维持网红和粉丝的良性沟通和提高网红的知名度，网红更要重视加强专业素质，培养直播创新性，进而促进电商行业生态系统的可持续发展。

关键词：网红；直播平台；用户契合；用户信任；互动

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Abstract

Underthesituationofmorefiercecompetitionamongonlinelivebroadcastinge-commerce,howtotriggertheformationofuserfithasbecometheconcernofenterprisesparticipatinginlivebroadcasting.Asanimportantlinkintheformationoftransactionsinlivebroadcasting,howtoaffectthegenerationofuserfitneedstobeexploredbyscholars.Therefore,itisofgreatpracticalsignificancetostudytheactionmechanismofonlinecelebrityspersonalcharacteristicsonuserfitinthelivebroadcastingplatformbasedonusertrusttheory.Basedonthesamplestatisticalanalysis,reliabilityandvalidityanalysisandregressionanalysisof300validquestionnairescollectedbyusingSPSS22.0software,thecharacteristicsofonlinecelebrityaredividedintofourdimensions:popularity,professionalism,attractionandinnovationbymeansofquantitativeanalysis,accordingtothepersonalcharacteristicsofonlinecelebrityandtheviewsofopinionleadersandexperts,Withthehelpofregressionanalysis,itisverifiedthatthemoreobviousthepersonalcharacteristicsofnethongare,themorefavorableitistostrengthentheuserfit,andtheintermediaryroleofusertrustbetweennethongcharacteristicsanduserfitistested,thatis,themoreobviousthepersonalcharacteristicsofnethongare,thehighertheuserstrustintheirproductsandthemorefavorableitistotheformationofuserfit.Theactionmechanismofnethongspersonalcharacter