直播电商特征对冲动性购买行为的影响:基于有调节的中介模型  

The Influence of Live Streaming E-commerce Characteristics on Impulsive Buying Behavior:Based on Moderated Mediation Model

作　　者：张玲玲 葛如一[1] 黄务兰 ZHANG Lingling;GE Ruyi;HUANG Wulan(Faculty of Business Information,Shanghai Business School,Shanghai 200235)

机构地区：[1]上海商学院商务信息学院,上海200235

出　　处：《贵州商学院学报》2023年第2期28-39,共12页Journal of Guizhou University Of Commerce

摘　　要：直播电商营造沉浸式购物体验,刺激消费者产生冲动性购买行为。直播电商具有用性、意见领袖、互动性和促销折扣等特征,研究基于问卷调查数据,构建消费者冲动性购买影响模型,并采用分层回归分析调查数据。研究发现,直播电商特征不仅直接影响消费者冲动性购买行为,还经消费者积极情绪产生间接影响。自我控制减弱积极情绪对冲动性购买的影响,自我控制水平较低时,积极情绪在直播电商与冲动性购买间发挥显著中介作用;自我控制水平较高时,积极情绪的中介作用不显著。直播电商品牌方应提升平台有用性和主播沟通能力、情绪唤醒能力,鼓励消费者参与互动;充分发挥促销手段吸引消费者、唤起消费者积极情绪的作用,减小自我控制对冲动性购买的抑制作用,建立良好的消费者关系。Live streaming E-commerce provides immersive shopping experiences and stimulates consumers to produce impulsive buying behavior.Live streaming of E-commerce has the characteristics of usefulness,opinion leaders,interactivity,and promotional discounts.Based on the data of questionnaire survey method,the study builds the impact model of consumers′impulse buying,and uses hierarchical regression to analyze the survey data.The study found that the characteristics of live streaming E-commerce not only directly affect consumers′impulse buying behavior,but also indirectly affect it through positive emotions.Self-control weakens the impact of positive emotions on impulse buying,and when the level of self-control is low,positive emotions play a significant mediating role between live-streaming e-commerce and impulse buying.However,when the level of self-control is high,the mediating effect of positive emotions is not significant.Live streaming E-commerce brands should improve the usefulness of the platform,enhance the communication and emotion-triggering abilities of the hosts,encourage customer participation and interaction,give full play to the role of promotional methods to attract consumers and arouse consumers′positive emotions,and reduce the impact of self-control on impulse buying,and establish good consumer relationships.

关 键 词：直播电商特征 冲动性购买 有调节的中介模型 

分 类 号：F713.36[经济管理—产业经济]