直播场景氛围线索对消费者冲动消费意愿的影响机制研究

Research on the Influencing Mechanism of Atmosphere Clue on Impulse Purchase Intention in Live Streaming Context

以"S-O-R"模型为基础,构建了一个有调节的中介模型,考察直播场景氛围线索对消费者冲动消费意愿的影响,以及心流体验、中庸思维在其中的作用机制。通过对681位网络直播消费者的调查,研究发现:氛围线索对冲动消费意愿具有显著的正向影响;氛围线索对心流体验具有显著的正向影响;心流体验对冲动消费意愿具有显著的正向影响,且心流体验在氛围线索和冲动消费意愿之间起到部分中介作用;中庸思维在心流体验和冲动消费意愿的关系中起到负向调节作用,中庸思维越高,心流体验对冲动消费意愿的促进作用越弱。进一步地,检验了中庸思维调节心流体验在氛围线索和冲动消费意愿之间的中介效应。

Based on the“S-O-R”model,this study constructs a moderated mediation model to examine the influence of atmosphere clues on impulse purchase intention,and the mechanism of flow experience and Zhong-Yong thinking.Through a survey of 681 online live consumers,the results are as followings:The atmosphere cues have significant positive effects on impulsive purchase intention.The atmosphere cues have significant positive effects on the flow Experience.The flow experience has a significant positive impact on impulse purchase intention,and the flow experience plays a partial mediating role between atmosphere cues and impulsive purchase intentions.The Zhong-Yong thinking in the relationship between the flow experience and impulsive purchase plays a negative role in regulation,namely the higher the Zhong-Yong thinking,the weaker promotion role played by the flow experience in impulsive purchase.Further,the Zhong-Yong thinking regulates the mediating effect between the atmosphere cues and impulsive purchase intentions.