电商直播情境下消费语言对在线消费者购买意愿的影响研究

Research on the impact of consumer language on online consumers’purchase intention in the context of e-commerce live streami

以临场感知理论和场景的原型理论为指导,并将消费者的临场感知和场景依赖作为中介因素,通过外部场景语言和内部沟通语言的双重感知进行评价,构建关于消费语言感知情境下影响顾客购买意愿的驱动模型。研究发现,在直播情境中,生动性更强的沟通语言形式对消费者购买意愿存在着明显的影响效应。内部沟通语言可以通过临场感知的单一中介和与场景依赖的链式中介路径,来影响消费者的购买意愿。在多样化的消费语言情境中,场景依赖成为影响消费者购买意愿的重要前提,凸显了消费语言在沉浸体验和场景营销实践中的特殊性。

Guided by the theory of presence perception and prototype theory of scene,and using consumers’presence perception and scene dependence as intermediary factors,this paper evaluates the dual perception of ex-ternal scene language and internal communication language,and constructs a driving model on the impact of consumer language perception on customers’purchase intention under the context of consumer language per-ception.Research has found that in live streaming context,the more lively communication language forms have a significant impact on consumers’purchase intention.Internal communication language can influence consumers’purchase intention through a single intermediary of presence perception and a chain intermediary path dependent on the scene.In the context of diversified consumer language,scene dependence has become an important pre-requisite for influencing consumers’purchase intention,which highlights the particularity of consumer language in immersive experience and scene marketing practice.