情感视角下直播电商消费者冲动性购买意愿  

Consumers'Impulsive Purchase Intention from the Perspective of Affection in Livestreaming E-commerce

作　　者：孙凯[1] 刘鲁川[1,2] 刘承林 Sun Kai;Liu Luchuan;Liu Chenglin

机构地区：[1]山东财经大学管理科学与工程学院,济南250014 [2]山东财经大学东方学院,泰安271000

出　　处：《复印报刊资料（市场营销）》2022年第5期69-77,共9页

基　　金：山东省社会科学规划研究项目“电商直播对在线观看消费者购买意愿的影响机理研究”(21CPYJ23)。

摘　　要：虽然电商直播的发展取得了许多积极的成果,但是也引发了非常普遍的消费者冲动性购买现象。深入剖析电商直播消费者冲动性购买意愿产生的原因,不仅能够弥补以往研究对该问题关注不足的缺陷,也可以指导相关企业的实践开展和消费者的理性购物行为。以情感为主导的消费者冲动性购买理论为基础,基于刺激-机体-响应(SOR)研究框架,从商品、购物环境和一起购物的人等角度,探讨电商直播情境特征对消费者冲动性购买的影响机制。使用问卷收集数据,采用结构方程模型对理论框架和假设进行分析和验证。研究表明:情感体验(感知愉悦和感知唤醒)是导致消费者冲动性购买的重要因素,在电商直播情境下,高愉悦、高唤醒的消费者更容易具有冲动性购买意图;促销力度、主播特征(可信性、专业性、吸引力和互动性)、直播间活跃度等外部刺激是影响消费者情感体验的重要因素,提高这些外部刺激的水平和强度能够增强消费者的感知愉悦和感知唤醒;情感体验是外部刺激影响消费者冲动性购买意愿的重要内在机制。在电商直播情境下,企业可以通过加大促销力度、改善主播特征、活跃直播间氛围等方式,促进消费者的冲动性购买;此时,企业尤其需要关注消费者的情感体验,也可以帮助消费者理解冲动性购买产生的原理,合理、谨慎地做出购买决策。Livestreaming e-commerce is a rapidly developing network marketing mode.Although the phenomenon of consumers impulsive purchase in the context of livestreaming e-commerce is quite common,the existing literature on consumers'impulsive purchase behavior in livestreaming room is not sufficient.Based on the theory of affectdominated consumer impulsive purchase and Stimulus-Organism-Response framework,the authors explore the influence mechanism of the characteristics of livestreaming e-commerce situation on consumer impulsive purchase from the perspectives of product,shopping environment and people who accompany;and questionnaire is used to collect data and structural equation model is used to verify the theoretical framework and hypotheses.The results show that:Promotion intensity,anchor characteristics(credibility,professionalism,attractiveness and interactivity)and popularity of livestreaming room have significant positive effects on consumer affection(pleasure and arousal);consumers with high pleasure and arousal are more likely to have impulsive purchase intention.In the situation of livestreaming e-commerce,companies can promote consumers'impulsive purchase by increasing sales promotion,improving anchor characteristics and activating the livestreaming room atmosphere;in particular,they need to pay attention to consumers'affective experience.Perceived pleasure and arousal are important internal mechanisms for consumers'impulsive purchase intention.The authors'findings can also help consumers to understand the principle of impulsive purchase and make reasonable and cautious purchase decisions.

关 键 词：情感视角 直播电商 冲动性购买 情感体验 购买意愿 

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