电商直播模式下直播弹幕特征对消费者购买意愿的影响——基于心流体验的中介作用

The Influence of Live Barrage Features on Consumers’Purchase Intention under E-commerce Live Broadcast Mode:Based on the Mediating Role of Heart Flow Experience

基于刺激-有机体-反应(SOR)模型,将直播弹幕特征分为弹幕数量、弹幕质量以及弹幕效价3个维度,引入心流体验作为中介变量,构建直播弹幕特征对消费者购买意愿影响模型,通过线上问卷调查开展实证分析。结果表明:直播弹幕数量、质量正向影响消费者心流体验的产生,弹幕效价对心流体验产生的影响不显著;消费者心流体验显著影响购买意愿;心流体验在直播弹幕对消费者购买意愿的影响中起到部分中介作用。

Based on the stimulus-organism-response(SOR)model,the characteristics of live streaming barrage are divided into three aspects:barrage quantity,barrage quality,and barrage efficacy.Flow experience is introduced as a mediator variable to construct a research model on the impact of live streaming barrage characteristics on consumer purchase intention.Empirical analysis is conducted through online questionnaire surveys.The results indicate that the quantity and quality of live streaming barrage significantly affect the generation of consumer flow experience,while the impact of barrage price on flow experience is not significant.Consumer flow experience significantly affects purchase intention.The flow experience plays a partial mediating role in the impact of live streaming barrage on consumers’purchase intention.