网红信息源特性对冲动性购买意愿的影响研究  

Research on the Influence of Information Source Characteristics of Internet Celebrities on Impulse Buying Intention

作　　者：谢黎峰 冯艳 黄雅洁 蒋汶津 XIE Lifeng;FENG Yan;HUANG Yajie;JIANG Wenjin(Business School,Ningbo Tech University Ningbo,Zhejiang 315000)

机构地区：[1]浙大宁波理工学院商学院,浙江宁波315000

出　　处：《中国商论》2023年第15期95-98,共4页China Journal of Commerce

摘　　要：随着互联网经济迅速发展,电商直播购物蓬勃发展。本文以网红信息源特性为对象,分析电商直播中消费者冲动性购买意愿的影响因素。文章采用问卷调查的方式,以S-O-R理论模型为基础,研究消费者冲动性购买意愿的影响因素。实证分析表明,网红信息源特性中主播职业性、主播真实性、主播魅力、主播交互性均对冲动性购买意愿有正向影响,预期情绪、愉快情绪均具有部分中介作用,且正向影响冲动性购买意愿,通过本文的研究,以期为相关电商企业合理制定直播策略、提高营销效率提供理论借鉴。With the rapid development of the Internet economy,e-commerce live-broadcasting shopping is booming.This paper takes information source characteristics of Internet celebrities as an example to analyze the infl uencing factors of consumers’impulse buying intention in live-streaming e-commerce.This paper adopts a questionnaire survey and takes the S-O-R theoretical model as the basis to study the infl uencing factors of consumers’impulse buying intention.Empirical analysis shows that the information source characteristics of Internet celebrities of anchor professionalism,anchor authenticity,anchor charm,anchor interactivity have a positive impact on impulse buying intention;anticipatory emotions and pleasant emotions have a partial mediating role and positively aff ect the impulse buying intention.This research is to provide a theoretical reference for the relevant e-commerce enterprises to reasonably formulate live-broadcasting strategies and improve marketing efficiency.

关 键 词：电商直播 网红信息源特性 S-O-R模型 消费者情绪 冲动性购买意愿 

分 类 号：F063.2[经济管理—政治经济学]