基于可供性视角的直播电商平台消费者冲动购买行为的影响因素研究  

Research on the Influencing Factors of Impulse Buying Behavior of Consumers on Live Streaming E-commerce Platforms from the Perspective of Affordance

作　　者：莫燕[1] 黄蓉 MO Yan;HUANG Rong(School of Economics and Management,Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学经济与管理学院,浙江杭州310018

出　　处：《物流工程与管理》2022年第2期72-77,共6页Logistics Engineering and Management

摘　　要：直播电商作为新兴的社交商务模式,结合高人机互动技术使得消费者能够同时沉浸在感官、场景等多重刺激的购物情境之中,进一步促进了消费者冲动购买行为的发生。考虑到直播电商技术特征及可供性理论可以弥补以往研究仅从技术视角或顾客感知视角进行研究的缺陷,文中将从可供性视角出发探讨直播电商消费者冲动购买的形成机制。实证分析结果表明,直播电商可供性的四个维度,即可视性、表达性、购物导向性和交易性均显著正向影响消费者社会临场感;社会临场感正向显著影响消费者冲动购买行为,且在直播电商可供性与冲动购买行为之间发挥着中介作用。As an emerging social business mode,live streaming e-commerce uses high human-computer interaction technology to enable consumers to be immersed in multiple stimulating shopping situations such as senses and scenes at the same time,which further promotes the occurrence of consumers’ impuls buying behaviors. Considering the technical characteristics of live streaming e-commerce and the theory of affordance can make up for the shortcomings of previous studies that were only conducted from the perspective of technology or customer perception,this study will explore the formation mechanism of impulse buying of live streaming e-commerce consumers from the perspective of affordance. The empirical analysis results show that the visibility affordance,expressivity affordance,guidance shopping affordance and transactionability affordance of live streaming e-commerce have significantly positive effects on social presence;social presence positively significantly influences consumers’ impulse buying behavior,which plays a mediating role in the relationship between the affordance of live streaming e-commerce and impulse buying behavior.

关 键 词：直播电商 可供性 社会临场感 冲动购买 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]