直播电商场景下的消费者情感体验研究——基于时、空心理表征的中介作用  

Study on Consumer Emotional Experience in a Live E-Commerce Context:The Mediating Role of Temporal and Spatial Mental Representations

作　　者：张星星 武忠[1] ZHANG Xing-xing;WU Zhong(School of Economics&Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,江苏南京211189

出　　处：《物流研究》2023年第3期85-92,共8页Logistics Research

基　　金：江苏高校哲学社会科学重点项目“电子商务平台企业客户体验的测度与管理研究”(2017ZDIXM016)。

摘　　要：直播电商打造的生动且近乎真实的场景决定了消费者的情感体验。为了探索直播电商场景下消费者情感体验的影响因素和形成机制,本文基于场景理论,提取直播电商场景要素,引入认知心理学的心理表征概念作为场景要素与消费者情感体验之间的中介。结构方程和中介效应检验的结果表明,场景要素直接或通过心理表征间接影响消费者的情感体验,心理表征具有中介效应。最后,对直播电商商家和平台提升消费者情感体验提出几点改进建议。The vivid and almost realistic context created by live e-commerce determines consumers'emotional experience.In order to explore the influencing factors and formation mechanism of consumers'emotional experience in live e-commerce context,this paper extracts live e-commerce context elements based on context theory and introduces the concept of mental representations from cognitive psychology as the mediators between context elements and consumers'emotional experience.The results of using structural equations and mediation effect tests show that context elements affect consumers'emotional experience directly or indirectly through mental representations,and mental representations have mediation effects.Finally,the paper proposes several improvement suggestions for live e-commerce merchants and platforms to enhance consumers'emotional experience.

关 键 词：直播电商场景 心理表征 情感体验 中介效应 

分 类 号：F713.55[经济管理—市场营销]