电商直播中消费者冲动购买的机制——基于互动和匹配性假设视角  

The Mechanism of Consumers Impulsive Purchasing Behavior in E-commerce Live Broadcast—Based on the Perspective of Interaction and Match-up Hypothesis

作　　者：张淑萍[1] 冯蛟[2] ZHANG Shu-ping;FENG Jiao(School of Economic and Management,Ningxia University,Yinchuan 750021,China;School of Creation and Innovation,Ningxia University,Yinchuan 750021,China)

机构地区：[1]宁夏大学经济管理学院,银川750021 [2]宁夏大学创新创业学院,银川750021

出　　处：《哈尔滨工业大学学报（社会科学版）》2023年第3期138-144,共7页Journal of Harbin Institute of Technology(Social Sciences Edition)

基　　金：国家自然科学基金项目“直播电商中主播群体的品牌销售绩效研究:协同效应、影响机制与策略选择”(72262027)。

摘　　要：基于线上冲动购买模型,依托准社会互动和匹配假设性理论,以社交媒体平台中互动性和匹配性为研究对象构建直播带货的场景中消费者冲动购买的模型。研究结果表明:主播与消费者、消费者之间的互动对用户的社会临场感有正向影响;主播形象与品牌形象的匹配性、主播形象与消费者自我形象的匹配性对消费的感知信任有正向的影响;社会临场感对感知信任有正向影响;社会临场感和感知信任均会对消费者冲动性购买产生正向影响。Based on the model of online impulse buying,taking a hypothetical parasocial interaction and matching theory,the paper studies the social media platforms in the interactions between anchors and consumers to build the model of consumer impulse buying.The results show that:in the scene of live broadcasting with goods,the interaction between anchors and consumers and consumers has a positive impact on users sense of social presence;The matching between anchor image and brand image and the matching between anchor image and consumers self-image have a positive impact on consumers perceived trust.Social presence has positive influence on perceived trust.Both social presence and perceived trust have positive effects on consumers'impulsive purchase.

关 键 词：电商直播 消费者 冲动购买 

分 类 号：F270[经济管理—企业管理]