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
Key words
Impulsive Buying Behavior/Online Reviews/Time Pressure/Characteristics of Network Anchor/Flow Experience
维普
万方数据