移动直播影响下的消费者心流模式与场景营销——以顾客风险感知和顾客感知价值为中介机制

Consumer flow pattern and scene marketing under the influence of mobile live broadcast——With customer risk perception and customer perceived value as intermediary mechanism

移动直播在信息时代日渐风靡,网络直播带货也深受大家喜爱。关注心流体验以及场景营销在消费者购买意向中起到的积极作用,探讨了心流体验中专注、愉悦和控制这三个变量和场景营销中临场感与保真度对消费者购买意愿的影响,同时关注这五个变量是否是通过降低顾客的风险感知和提高顾客的风险感知这个中介过程来影响购买意愿的,期望能够对于移动电商直播的发展提供一定的参考。

Mobile live broadcast is becoming more and more popular in the information age,and online live broadcast is also popular with everyone.Focusing on the positive influence of flow experience and scene marketing on purchase intention,this paper discusses the influence of three variables,namely focus,pleasure and control in flow experience and presence and fidelity in scene marketing,and pays attention to whether these five variables affect purchase intention through the intermediary process of reducing customer’s risk perception and improving customer’s risk perception and customer’s perceived value,so as to provide a certain reference for the future development of online shopping e-commerce.