时间压力对消费者冲动性购买意愿的影响——基于淘宝直播情境的视角

The impact of time pressure on consumers′impulse purchase intention——Based on the perspective of Taobao live broadcast situation

在S-O-R模型的基础上,构建了一个可调节的中介模型,并探讨感知愉悦、感知有用性在其中的作用机制。通过理论假设和实证分析,得出以下结论:时间压力对冲动性购买意愿具有显著的正向影响;时间压力对感知愉悦具有显著的正向影响;感知愉悦对冲动性购买意愿具有显著的正向影响,且感知愉悦在时间压力和冲动性购买意愿之间起到部分中介作用;感知有用性在时间压力和感知愉悦的关系中起到正向调节作用,即感知有用性越高,时间压力对感知愉悦的促进作用越强。据此提出,应进一步增强时间压力因素的作用,积极触发消费者在观看淘宝直播中的感知愉悦情绪,提高服务水平并培养淘宝直播的忠诚型顾客,从而优化消费者在淘宝直播中的购物体验,进而提高淘宝直播的转化率。

Based on the S-O-R model,this study constructs a moderated mediation model to examine the impact of time pressure on impulsive purchase intention and discusses the influencing mechanism of perceived pleasure and perceived usefulness.Empirical results show that time pressure has a significantly positive impact on impulsive purchase intention.Time pressure has a significantly positive impact on perceived pleasure.Perceived pleasure has a significantly positive impact on impulsive purchase intention,and perceived pleasure plays a partially mediating role between time pressure and impulsive purchase intention.Perceived usefulness plays a positive moderating role in the relationship between time pressure and perceived pleasure,that is,the higher the usefulness of perception,the stronger the effect of time pressure plays on perceived pleasure.Based on these findings,it is suggested to further enhance the role of time pressure factors,actively trigger consumers′perceived pleasure when watching Taobao live broadcast,improve service level and cultivate loyal customers of Taobao live broadcast.These suggestions are helpful to optimize consumers′shopping experience in Taobao live broadcast,and then improve the conversion rate of Taobao live broadcast.