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
左晶晶 1李盈盈1
作者信息
- 1. 上海理工大学管理学院 上海 200093
- 折叠
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.
Abstract
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.
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Key words
e-commerce live broadcasting/atmospheric cues/virtual sense of touch/psychological distance/con-sumer impulse buying behavior引用本文复制引用
基金项目
上海市哲学社会科学规划课题(2020BGL026)
出版年
2024
NETL
NSTL
万方数据