带货型网红特性对冲动性购买行为的影响——决策思维的调节作用  

Marketing Internet Celebrity’s Characteristics Effect on Impulsive Purchasing Behavior

作　　者：韩家宝 侯建荣[1] HAN Jiabao;HOU Jianrong(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2023年第3期57-64,共8页Shanghai Management Science

基　　金：国家自然科学基金项目(71572109)。

摘　　要：研究了带货型网红特性对冲动性购买行为的影响,探究了消费者情绪的中介效应和决策思维的调节作用。研究结果表明:带货型网红特性中,吸引力和平台交互性正向影响冲动性购买行为;愉悦和唤起情绪在吸引力和平台交互性与冲动性购买行为之间起到正向中介作用;思维方式在吸引力和平台交互性与冲动性购买行为之间起到调节作用,其中满意型思维起到正向调节作用,最优化思维负向调节以上过程。Studying on the effect of the marketing internet celebrities'characteristics on the impulsive purchasing behavior,the mediation mechanism of consumer sentiment,and the moderating effect of consumer sentiment.The research results show that in the characteristics attraction and platform interaction positively affect impulsive purchasing behavior;emotions play an intermediary role and have a positive relationship between characteristics and impulse purchase behavior;decision making plays a moderating role between characteristics and impulsive purchasing behavior.Satisficing plays a positive role,and maximizing plays a negative role.

关 键 词：带货型网红 冲动性购买行为 S-O-R模型 消费者情绪 决策思维 

分 类 号：F713[经济管理—产业经济]