直播带货中冲动购买意愿的唤醒——基于整体社会临场感的有调节的中介模型

Arousal of Impulse Buying Intention—A Moderated Mediation Model Based on Holistic Social Presence in the Context of Live-streaming E-commerce

虽已有研究表明网络营销影响消费者的购买意愿,但其大多未考虑网络中“社会情境”的影响。此外,由于直播带货形式较为新颖,现有研究主要基于社会临场感的多个维度解释直播带货的作用机制,暂未深入探究社会临场感究竟如何影响消费者行为。文章基于社会临场感理论,以“S-O-R”模型为基础,探讨直播带货情境中由意识、情感以及认知三个维度构建的整体的社会临场感对冲动购买意愿的影响机制及其边界条件。通过实证分析发现:此情境中,整体的社会临场感直接正向影响冲动购买意愿,并以体验价值为中介间接正向影响冲动购买意愿;当消费者感知产品稀缺性较高时,高水平的社会临场感能引发其更高的体验价值,进而增强冲动购买意愿;与卷入度水平高的产品相比,消费者对卷入度水平低的产品有更强的冲动购买意愿。

Although existing studies have shown that online marketing could affect consumers purchase intention,most of them ignored the influence of“social situation”consumers encountered when shopping by watching live-streaming.In addition,because live-streaming e-commerce is relatively new,the previous studies focused on multiple dimensions of social presence to explain the mechanism of live-streaming,without exploring how the social presence in this context influences consumer behavior for the time being.Based on the social presence theory and S-O-R model,this paper discussed the mechanism and boundary conditions of the influence of social presence constructed from three dimensions of consciousness,emotion and cognition social presence on impulse buying intention in live-streaming e-commerce.Through the empirical research,this paper finds that social presence not only directly and positively affects impulse buying intention,but also indirectly and positively affects it by experience value as a mediator.For consumers with a high level of perceived product scarcity,a high level of social presence can bring them stronger experience value,thereby inspiring impulse buying intention.Additionally,compared with products with high level of involvement,consumers have stronger impulse purchase intention for products with low level of involvement.