电商主播对服装消费者冲动购买意愿的影响  

Influence of E-commerce Anchor on Impulse Purchase Intention of Clothing Customers

作　　者：张梦园 刘驰[1] Zhang Mengyuan;Liu Chi(Apparel and Art Design College,Xi'an Polytechnic University,Xi'an,Shaanxi 710048,China)

机构地区：[1]西安工程大学服装与艺术设计学院,陕西西安710048

出　　处：《天津纺织科技》2023年第4期16-20,共5页Tianjin Textile Science & Technology

摘　　要：为了探究电商主播特征对服装消费者冲动性购买意愿的影响,文章基于SOR理论,构建了主播特征、心流体验和冲动性购买之间的理论模型,并提出研究假设。通过问卷调查进行实证验证和分析,得出结论:在直播环境中,电商主播的专业性、互动性、产品涉入度、个人魅力会对消费者冲动性购买意愿产生正向影响;电商主播的专业性、互动性、个人魅力会对消费者的心流体验产生正向影响。因此,服装电商直播需要从主播的专业性、互动性、个人魅力方面加强培养,促进服装直播电商成熟发展。In order to explore the impact of e-commerce anchor's personal characteristics on clothing consumers'impulse purchase intention,based on SOR theory,this paper constructs a theoretical model between anchor characteristics,flow experience and impulse purchase,and puts forward research hypotheses.Through empirical verification and analysis through questionnaire survey,it is concluded that:in the live broadcast environment,the professionalism,interactivity,product involvement and personal charm of e-commerce anchor will have a positive impact on consumers'impulsive purchase intention,while popularity will not affect consumers'impulsive purchase intention.The professionalism,interactivity and personal charm of e-commerce anchor will have a positive impact on consumers'flow experience.Therefore,clothing live broadcasting needs to strengthen the cultivation of the anchor's professionalism,interactivity and personal charm to promote the mature development of clothing live broadcasting ecommerce.

关 键 词：服装电商 电商直播 主播特征 心流体验 冲动性购买意愿 

分 类 号：TS941[轻工技术与工程—服装设计与工程]