Atmosphere Cues and Consumer Impulse Buying Behavior during E-commerce Live Broadcasting——Based on Chain Mediation Analysis
As an emerging marketing model,e-commerce live broadcasting not only brings good benefits to mer-chants,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 rela-tionship 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 psy-chological distance play a chain mediating role in the influence of atmospheric cues on consumers'impulsive purchase be-havior 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.
e-commerce live broadcastingatmospheric cuesvirtual sense of touchpsychological distancecon-sumer impulse buying behavior
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