服装直播中消费者愉悦情绪的中介作用

The Mediating Effect of the Consumers’ Pleasant Emotion in the Situation of Apparel Live-streaming Sales

为探究消费者愉悦情绪在服装直播刺激因素与冲动性购买行为之间的中介作用,对服装直播进行调研,构建愉悦情绪中介作用研究模型,提出相关假设并进行验证。结果表明:价格折扣、消费者评论、直播可视性、领袖意见4个刺激因素正向影响愉悦情绪和冲动性购买行为;愉悦情绪正向影响冲动性购买行为,并在刺激因素与冲动性购买行为之间起到部分中介作用。以上结论阐释了调动消费者愉悦情绪在服装直播营销上的积极意义,为企业制定营销策略提供了一定的理论支持和实践参考。

A mediating effect research model was constructed based on the investigation of apparel live-streaming sales and relevant hypotheses were put forward and verified,in order to explore the mediating effect of the consumers’ pleasant emotion between stimulating factors and impulsive buying behavior under the situation of apparel live-streaming sales.The results show that four stimulating factors,including price discount,consumer comments,apparel presentation,and KOL’s opinion,positively impact the consumers’ pleasant emotion and impulsive buying behavior;the pleasant emotion positively impacts the impulsive buying behavior and plays a partial mediating role between the four stimulating factors and the impulsive buying behavior.The above results prove that consumers’ pleasant emotion plays an active role in the apparel live-streaming sales and provide a theoretical and practical reference for companies to develop marketing strategies.