电商直播过程中氛围线索与消费者冲动购买行为——基于链式中介分析  

Atmosphere Cues and Consumer Impulse Buying Behavior during E-commerce Live Broadcasting——Based on Chain Mediation Analysis

作　　者：左晶晶[1] 李盈盈 Zuo Jingjing;Li Yingying(Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《西部经济管理论坛》2024年第2期89-98,共10页West Forum on Economy and Management

基　　金：上海市哲学社会科学规划课题(2020BGL026)。

摘　　要：作为新兴营销模式,电商直播不仅为商家带来良好效益,也受到包括消费者在内的多方利益相关者的关注。文章引入S-O-R理论,对电商直播过程中氛围线索与消费者冲动购买行为之间的关系进行分析,并运用SPSS软件进行实证检验。研究显示:(1)氛围线索对消费者冲动购买行为具有显著正向影响;(2)虚拟触觉在氛围线索与消费者冲动购买行为关系中发挥中介作用;(3)心理距离在氛围线索与消费者冲动购买行为关系中发挥中介作用;(4)虚拟触觉及心理距离在氛围线索影响消费者冲动购买行为路径中存在链式中介作用。最后,文章提出电商直播要高度重视氛围线索营造、努力提升购物体验等建议。As an emerging marketing model,e-commerce live broadcasting not only brings good benefits to merchants,but also attracts the attention of multi-stakeholders,including consumers.This paper introduces S-O-R theory to analyze the relationship between atmosphere cues and consumers'impulse buying behavior in the process of e-commerce live broadcasting,and uses SPSS software to conduct empirical test.The results show that:(1)Atmosphere cues have a significant positive impact on consumers'impulsive buying behavior;(2)Virtual touch plays a mediating role in the relationship between atmospheric cues and consumers'impulse buying behavior;(3)Psychological distance plays a mediating role in the relationship between atmospheric cues and consumers'impulsive buying behavior;(4)Virtual touch and psychological distance play a chain mediating role in the influence of atmospheric cues on consumers'impulsive purchase behavior path.Finally,the article proposes that e-commerce live broadcasting should attach great importance to the construc-tion of atmosphere cues and strive to improve shopping experience.

关 键 词：电商直播 氛围线索 虚拟触觉 心理距离 消费者冲动购买行为 

分 类 号：F713.36[经济管理—产业经济]