网络直播对冲动性购买行为的影响研究  

A Study on Influence of Network Broadcast on Impulsive Buying Behavior in the Post-epidemic Period

作　　者：孙志宜 孙玲通 李新雨 范玉婷 Sun Zhiyi;Sun Lingtong;Li Xinyu;Fan Yuting(Yantai Nanshan University College of Economics and Management,Yantai Shandong 265713)

机构地区：[1]烟台南山学院经济与管理学院,山东烟台265713

出　　处：《北方经贸》2024年第1期84-88,共5页Northern Economy and Trade

基　　金：2022年山东省大学生创新创业训练计划项目(S202212332054)。

摘　　要：为探究后疫情时期网络直播对消费者冲动性购买行为的影响因素,本研究基于S-O-R模型,从在线评论、时间压力和网络主播特征三方面因素展开分析。通过信效度检验、Person相关性分析及层次回归分析验证了在线评论、时间压力和网络主播特征正向影响消费者的冲动性购买行为,心流体验发挥了中介效应。In order to explore the influencing factors of Network broadcast on consumers'impulsive purchasing behavior in the post-epidemic period,this study was based on S-O-R model,and analyzed from three aspects:online reviews,time pressure and characteristics of network anchors.Through reliability and validity test,Person correlation analysis and hierarchical regression analysis,it is verified that online reviews,time pressure and characteristics of network anchor positively affect consumers'impulsive buying behavior,and flow experience plays an intermediary effect.

关 键 词：冲动性购买行为 在线评论 时间压力 网络主播特征 心流体验 

分 类 号：F724.7[经济管理—产业经济]