从理性到冲动:直播购物用户行为的影响因素模型及其在抗击新冠疫情期间的发展变化

From rationality to impulsiveness: the affecting factors model of live stream shopping behavior and its changes during the COVID-19 pandemic

针对直播购物在疫情期间实现逆势增长这一现象,探讨用户直播购物使用行为的影响因素及它们产生作用的方式。以计划行为理论和技术接受模型作为理论基础,构建了二者相结合的直播购物用户行为影响因素的初始模型;分别于抗疫前期、后期两个时段收集问卷数据以验证模型,并重点关注抗疫期间直播购物用户行为及其影响因素的变化情况。发现直播购物的行为模式仍符合计划行为理论和技术接受模型的模式,但又有鲜明的个性特点,促销折扣会显著影响被访者对直播购物的使用行为;从疫情初期到武汉解封的将近3个月时间里,用户的直播购物行为模式发生了根本的变化,从前期偏向理性的计划行为转变为后期受到愉悦感及促销折扣双重刺激而产生的冲动性行为。这是新冠疫情改变人们消费行为的一个具体证据。

In view of the phenomenon that live stream shopping has increased during the COVID-19 epidemic,this paper discusses the influencing factors of users’behavior of live stream shopping and the ways in which they work.Based on the Theory of Planned Behavior(TPB)and Technology Acceptance Model(TAM),this paper constructs the initial model of the influencing factors.We collect questionnaire data before and during the epidemic to verify the model,focuse on the changes of consumer behavior and its influencing factors during the epidemic.This study found that the behavior pattern of live stream shopping still conforms to the TPB and the TAM,but it also has distinct characteristics.Price Promotion will significantly affect users’live shopping behavior.It has been three months from the beginning of this epidemic to Wuhan lifting its lockdown,the user’s behavior pattern of live stream shopping has changed fundamentally.It changes from rational behavior in the early stage to impulsive behavior that mainly stimulated by Perceived Playfulness and Price Promotion in the later stage.This is a concrete evidence that the COVID-19 Pandemic has changed people’s consumption behavior.