电商直播中人气线索对消费者冲动购买的影响研究

Effects of Popularity Clue on Consumers’Impulse Purchase in E-Commerce Livestreaming

为了揭示电商直播过程中经营者营造的人气线索的作用及意义,构建了人气线索影响消费者冲动购买的理论模型,并开展实证研究验证理论模型。采用SPSS 20.0和Smart PLS 3.0软件对327份有效调查问卷进行统计分析,在检验测量的信度和效度的基础上,通过路径分析验证了相关假设。研究结果表明:人气线索可以直接刺激消费者冲动购买;也可以通过增强消费者感知主播声誉和感知竞争性来诱发冲动购买;同时,消费者直播购物熟悉度起到重要的调节作用,可以弱化人气线索对冲动购买、感知主播声誉和感知竞争性的影响。电商直播经营者可以根据消费者直播购物熟悉度来细分用户人群,更好地发挥人气线索的营销作用。

To reveal the role and significance of popularity clue created by e-commerce livestreaming managers,a theoretical model showing the effects of popularity clue on consumers’impulse purchase is proposed and examined.An empirical study is conducted to examine the theoretical model and SPSS 20.0 and Smart PLS 3.0 are utilized to analyze 327 valuable data.Based on reliability and validity tests,a path analysis is completed to examine relevant hypotheses.Research findings confirm that popularity clue could not only directly stimulate impulse purchase,but also indirectly induce impulse purchase via enhancing perceived host reputation and perceived competition.Meanwhile,familiarity with livestreaming shopping could play an essential role as moderator that weakens the effects of popularity clue on impulse purchase,perceived host reputation,and perceived competition.E-commerce livestreaming managers can better enhance the role of popularity clue through making user segmentation in the light of user familiarity with the e-commerce livestreaming.