直播电商氛围线索对冲动性购买意愿的影响  

Influence of Live E-commerce Atmosphere Clues on Impulsive Purchase Intention

作　　者：冷风 王绪龙[1] 付晨雨 LENG Feng;WANG Xulong;FU Chenyu(School of Management,Bohai University,Jinzhou 121000,Liaoning,China)

机构地区：[1]渤海大学管理学院,辽宁锦州121000

出　　处：《科技和产业》2025年第8期16-23,共8页Science Technology and Industry

摘　　要：直播电商的蓬勃兴起吸引了大量消费者和商家参与,然而针对直播中消费者冲动性购买意愿的研究尚处于起步阶段。基于SOR理论,从消费者损失厌恶心理视角,通过构建结构方程模型,分析验证了直播电商氛围线索对消费者冲动性购买意愿的影响机制。研究发现:直播电商氛围线索显著影响消费者的感知风险和预期不行动后悔;消费者的感知风险和预期不行动后悔中介了直播电商氛围线索对冲动性购买意愿的影响。在直播电商情境下,企业可以采取加大商品折扣力度、提高直播间视觉吸引力、活跃直播间气氛等方式,强化直播电商情境下的氛围线索,充分利用消费者损失厌恶心理,以达到促销的目的。The booming live streaming e-commerce has drawn a large number of consumers and businesses to participate.However,research on consumers’impulse purchase willingness in live streaming is still in its infancy.Based on the SOR theory,from the perspective of consumers’loss aversion psychology,a structural equation model was developed to analyze and validate the mechanism through which the live e-commerce atmosphere cues affected consumers’inclination to make impulsive purchases.It is found that the live e-commerce atmosphere cues significantly affect consumers’perceived risk and anticipated inaction regret.The mediating effect of perceived risk and anticipated regret of inaction is significant when it comes to the influence of live e-commerce atmosphere cues on willingness to make impulse purchases.In the context of live e-commerce,companies can adopt measures such as increasing product discounts,enhancing the visual appeal of the live broadcast room,and activating the atmosphere of the live broadcast room to strengthen the atmosphere cues in the context of live e-commerce,and make full use of consumers’loss aversion to achieve promotional goals.

关 键 词：直播电商 氛围线索 预期不行动后悔 感知风险 冲动性购买意愿 

分 类 号：F49[经济管理—产业经济]