<?xml version="1.1" encoding="utf-8"?>
<article xsi:noNamespaceSchemaLocation="http://jats.nlm.nih.gov/publishing/1.1/xsd/JATS-journalpublishing1-mathml3.xsd" dtd-version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><front><journal-meta><journal-id journal-id-type="publisher-id">SE</journal-id><journal-title-group><journal-title>Society and Economy</journal-title></journal-title-group><issn>2995-4959</issn><eissn>2995-4975</eissn><publisher><publisher-name>Art and Design</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.61369/SE.2025090024</article-id><article-categories><subj-group subj-group-type="heading"><subject>Article</subject></subj-group></article-categories><title>网红直播对消费者购买意愿的影响研究</title><url>https://artdesignp.com/journal/SE/3/9/10.61369/SE.2025090024</url><author>林孟蓁</author><pub-date pub-type="publication-year"><year>2025</year></pub-date><volume>3</volume><issue>9</issue><history><date date-type="pub"><published-time>2025-09-20</published-time></date></history><abstract>网红现象预示了数字化营销革命时代的到来，网红以自身的专业性和个人魅力，加上直播平台的娱乐性和互动性，对消费者购买意愿产生深刻影响。本研究通过对网红和直播的发展状况，以及消费者的购买心理活动进行分析，以网红直播带货营销模式为场景，构建影响大学生购买消费意愿的因素模型，本研究调研对象为大学生群体，将回收的164份有效问卷。本研究创新点是在于研究消费者作为网络直播营销中重要的客体角色，分析消费者在虚拟环境中产生购买行为的心理特征，是对消费者购买心理的进一步深入研究。</abstract><keywords>网红,直播营销,购买意愿</keywords></article-meta></front><body/><back><ref-list><ref id="B1" content-type="article"><label>1</label><element-citation publication-type="journal"><p>[1]Sergei Blagov, SCO Continues to Search for Operational Framework[J]. EurasiaNet. org, June11, 2015.[2]Tim Triplett. Exploring the credibility of online celebrities&amp;rsquo; Instagram profiles in influencing the purchase decisions of young female users[J]. Computers in Human Behavior,2016, 68: 1.[3]Lyons, Henderson, Taylor R. Hayes, Candace E. Peacock, Gwendolyn Rehrig. Meaning and Attentional Guidance in Scenes: A Review of the Meaning Map Approach[J].Vision, 2019, 3(2).[4]Somiat K, et al. Who are the social media influencers? a study of public perceptions of personality[J]. Public relations review, 2010, 37(1): 90 － 92.[5] 蔡凯莉. 网络直播平台的生存现状与发展策略研究[D]. 南京师范大学, 2017.[6] 曹依武. 电商环境下直播营销的现状、挑战及趋势[J]. 山西农经, 2017(18): 40.[7] 陈昊. 我国网络直播平台的运营发展研究[D]. 江西财经大学, 2019.[8] 蒋芮. 电商直播平台互动研究[D]. 华中师范大学, 2020.[9]Philip Kotler &amp;amp; Gary Armstrong. Principles of Marketing[M]. 北京: 清华大学出版社, 2000. 10.[10] 王辉. 重庆市大学生非理性消费行为及引导对策研究[D]. 西南政法大学, 2018.</p><pub-id pub-id-type="doi"/></element-citation></ref></ref-list></back></article>
