摘要
近几年随着直播欧亿·体育（中国）有限公司的兴起，直播购物逐渐融入大众生活，掀起了一股新的线上
购物热潮，这种迅猛发展的态势获得了众多学者的关注。直播购物是通过在购物平台
中嵌入直播功能，主播通过在线直播视频对商品进行全面展示和试用讲解，顾客可以
随时和主播、商家以及共同观看其他顾客进行实时互动问答，商品展现更加真实，顾
客更容易获取想要的商品信息。在这种生动立体的营销背景下，顾客的行为不仅与商
品本身有关，还与直播平台这个服务媒介也有着密不可分的关系。直播购物平台服务
质量的差异对顾客的再次购买产生影响的同时还会影响顾客的非交易行为。因而，研
究顾客在直播购物平台上感知到的服务质量对其产生契合行为的影响因素具有重要意
义，既能够填补在直播情境下，直播购物平台的服务质量对顾客契合行为影响的相关
理论研究；还能为直播购物平台企业和卖家提供行之有效的管理建议。
本研究通过整理和总结前人对顾客契合、服务质量等理论的研究成果和直播的发
展现状，在 S-O-R理论模型、顾客满意等研究理论的基础上，将互动质量和信息质量
作为直播购物平台服务质量的两个维度，将顾客契合划分为再交易行为和非交易行为
两个维度，还考虑了顾客满意的中介作用，构建出本文的研究模型，探究直播购物平
台的服务质量对顾客契合行为的影响。借鉴各变量在其相关领域内较为成熟的量表并
结合直播的特点设计符合本研究的量表，通过调查问卷收集数据之后使用 SPSS24.0和
AMOS23.0进行实证分析。研究结论如下：（1）直播购物平台的互动质量、信息质量
对顾客非交易行为具有显著正向影响；直播购物平台的信息质量对顾客的再交易行为
具有显著正向影响。（2）直播购物平台的服务质量（互动质量和信息质量）都会显著
影响顾客满意。（3）顾客满意对顾客契合行为包括再交易行为和非交易行为有显著的
正向影响。（4）顾客满意在直播购物平台服务质量（互动质量、信息质量）和顾客契
合行为（再交易行为、非交易行为）之间存在中介作用。
关键词：服务质量，顾客满意，顾客契合行为，直播购物，直播平台
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Abstract
In recent years, with the rise of the live broadcast industry, live broadcast shopping has
gradually been integrated into public life, setting off a new online shopping boom. This rapid
development has attracted the attention of many scholars. Live shopping is a process in which
the live broadcast function is embedded in the shopping platform, and the host can fully display
and try out the products through online live video. During the process, customers can interact
with the host, merchants, and other customers in real time at any time. Q & A, etc., the product
display is more True, it is easier for customers to get the product information they want. In this
vivid and three-dimensional marketing context, customer behavior is not only related to the
product itself, but also to the service medium of the live broadcast platform. Differences in the
service quality of live shopping platforms have an impact on customers' repurchase and also
affect customers' non-transactional behavior. Therefore, it is of great significance to study the
influence factors of the service quality perceived by customers on the live shopping platform
on their fit behavior, which can not only fill in the relevant theoretical research on the influence
of the service quality of the live shopping platform on the customer fit behavior under the live
broadcast situation; It canalso provide effective management advice forlive-streaming
shopping platform companies and sellers.
In this study, by sorting out and summarizing the previous research results on customer
engagement, service quality and other theories and the development status of live broadcast, on
the basisof SOR theoreticalmodel, customer satisfaction andother research theories,
interaction quality and information quality are used as live shopping platform services. The two
dimensions of quality, customer engagement is divided into two dimensions of re-transaction
behavior and non-transaction behavior, and the mediating role of customer satisfaction is also
considered, and the research model of this paper is constructed to explore the effect of service
quality of live shopping platforms on customer engagement behavior. influence. Drawing on
the relativelymature scalesof eachvariable inits relatedfields andcombining the
characteristics of live broadcast, the scales are designed in line with this study. After collecting
data through questionnaires, SPSS24.0 and AMOS23.0 are used to conduct empirical analysis
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