内容博主直播带货对消费者购买意愿的影响——以B站UP主“大物是也”为例

本研究以B站UP主“大物是也”为例，探讨内容博主直播带货对消费者购买意愿的影响因素。通过问卷调查与相关性分析发现，主播专业性、吸引性、产品匹配度、关系强度及消费者信任对购买意愿具有显著正向影响。基于SOR理论框架，提出对内容博主、品牌方及平台方的优化建议，为直播电商的可持续发展提供理论与实践参考。

This study takes the B station UP main 'Dawushiye' as an example to explore the influencing factors of the content blogger 's live delivery on consumers ' purchase intention. Through questionnaire survey and correlation analysis, it is found that anchor professionalism, attraction, product matching, relationship strength and consumer trust have a significant positive impact on purchase intention. Based on the SOR theoretical framework, this paper puts forward optimization suggestions for content bloggers, brands and platforms, and provides theoretical and practical reference for the sustainable development of live e-commerce.