关键词: 产品信息, 搜寻品, 直播人员信任, 直播产品信任, 购买意愿

Abstract: To understand the impacts of information related to different products in the live-streaming environment on consumer’s trust and purchase intention, conclusions are drawn from the domestic survey questionnaires and structural equation model analysis. (1) Information regarding quality, usage and comment of the experience product has a significant positive impact on consumer’s trust in live streamers. However, product information does not have a significant impact on consumer’s trust in this type of product. Only trust in live streamers has a significant positive effect on consumer’s purchase intention. (2) Information related to manufacturer, usage and comment of the search product has a significant positive impact on consumer’s trust in live streamers. Specifically, usage information has a significant positive impact on consumer’s trust in the product. Both types of trust as well as product quality information significantly influence consumer’s purchase intention. (3) The production-related information and preferential policies of both types of products do not have a significant impact on consumer’s trust towards either live streamers or products themselves. Therefore, live streamers should focus on information about product quality, usage, and evaluation, and avoid excessive promotion of production information and preferential policies.

Key words: product information, search product, trust in live-streamer, trust in live-streaming product, purchase intention