直播信息特性和产品感知对冲动购买的影响研究——基于Howard-Sheth模型  

How Live Broadcast Information Characteristics and Product Perception Impact Impulse Purchase:Based on Howard-Sheth Model

作　　者：刘人铭 LIU Renming(Infrastructure University Kuala Lumpur,Kajang,Malaysia 43000)

机构地区：[1]吉隆坡建设大学,马来西亚加影43000

出　　处：《中国商论》2024年第3期29-32,共4页China Journal of Commerce

摘　　要：基于Howard-Sheth模型,本文从外部信息和感知刺激角度实证探索社交电商直播信息特征和产品感知价值对冲动购买意愿的影响机制,采取便利性抽样收集245份有效问卷,运用AMOS-结构方程模型对效应路径进行实证检验。结果表明:社交电商直播信息交互性、产品感知享乐价值和感知实用价值对心流体验有显著的促进作用,心流体验进一步影响消费者冲动购买意愿;信息时效性对心流体验的影响不显著。基于此,文章通过将Howard-Sheth模型拓展到社交电商直播场景中,并为社交电商提出几点营销思考进而为电子商务行业理解社交电商消费者行为提供了新视角。Based on the Howard-Sheth Model,this article empirically explores the infl uence mechanism of social e-commerce live broadcast information characteristics and product perceived value on impulse purchase intention from the perspective of external information and perceived stimulation.A total of 245 valid questionnaires were collected by convenience sampling,and AMOS Structural Equation Model was used to empirically test the eff ect path.The results show that the interaction of social e-commerce live broadcast information,perceived hedonic value and perceived practical value of products have a signifi cant role in promoting the fl ow experience,and the fl ow experience further aff ects consumers’impulse purchase intention;the effect of information timeliness on flow experience is not significant.Based on these fi ndings,the article extends the Howard-Sheth Model to the context of social commerce live streaming.It proposes several marketing considerations for social commerce,off ering a new perspective for understanding consumer behavior in social commerce within the e-commerce industry.

关 键 词：冲动购买 Howard-Sheth模型 信息质量 感知价值 心流体验 

分 类 号：F724.6[经济管理—产业经济]