电商直播消费者临场感对购买行为的影响研究——基于消费者粘性中介作用与直播模式调节作用的分析

Research on The Influence of E-commerce Live Broadcast Consumers’Presence Perception on Purchasing Behavior——The Mediating Effect of Consumer Stickiness and The Moderating Effect of Live Broadcast Mode

电商直播情景中,消费者的临场感对其购买行为具有重要影响。本文构建一个电商直播情景下消费者临场感对其购买行为影响的理论模型,以考察消费者粘性的中介作用和直播模式的调节作用。运用直播大样本数据实证分析表明:消费者临场感会显著影响其购买行为;消费者的直播粘性在消费者临场感和购买行为之间起中介作用;直播模式对消费者临场感与直播粘性的正向关系具有调节作用。由此,在电商直播行为合规的前提下,适当改善消费者的临场体验,可以提升直播粘性。

In the e-commerce live broadcast scenario,the consumers’presence perception has an important impact on their purchasing behavior.This paper constructs a theoretical model of the influence of consumers’presence perception on their purchasing behavior in the context of e-commerce live broadcast,in order to examine the mediating effect of consumer stickiness and the moderating effect of live broadcast mode.Empirical analysis using large sample data of live broadcast shows that consumers’presence perception will significantly affect their purchase behavior;consumers’live broadcast stickiness plays a mediating role between consumers’presence perception and purchase behavior;Live broadcast mode has a moderating effect on the positive relationship between consumers’presence perception and live broadcast stickiness.As a result,on the premise of e-commerce live broadcast behavior compliance,properly improving consumers’on-the-spot perception can increase the stickiness of live broadcasts.