Research on the Influence of Consumers'Impulsive Purchase Intention in E-Commerce Live Broadcasting:Based on the Mediating Effect of Perceived Risk and Moderating Effect of Consumer Trust
In view of the increasingly common phenomenon of consumers'impulse buying in e-commerce live broadcasting,this paper discusses the substantial impact of e-commerce anchors as information sources on consumers'impulse buying intention.From the perspective of perceived risk,this paper constructs a theoretical model of characteristics of e-commerce anchors and consumers'impulsive buying intention,and analyzes the moderating effect of consumer trust between characteristics of e-commerce anchors and perceived risk.The results show that the professionalism,credibility and attractiveness of anchors negatively affect the perceived risk.Perceived risk plays an intermediary role among professionalism,credibility,attractiveness of anchors and consumers'impulsive purchase intention,and consumer trust plays a positive moderating role among professionalism,credibility and perceived risk of anchors.Therefore,e-commerce live broadcasting platforms should improve evaluation system of anchors,optimize the quality of service content,and strengthen supervision and management of live broadcasting,so as to reduce consumers'perceived risks and effectively stimulate their desire to buy.
e-commerce live broadcastinginformation sourceperceived riskconsumer trustimpulsive purchase intention
NETL
NSTL
万方数据
