直播中社会临场感对消费者购买行为的影响机制研究

Research on the Impact Mechanism of Social Presence on Consumer PurchasingBehavior in Live Streaming

消费者的购买行为包括计划内的目的性购买和临时起意的冲动性购买,但多数研究仅关注冲动消费,忽略了对消费者目的性购买的研究,当在社会临场感更强的直播环境中,消费者更加偏向哪一种购买行为呢?本文探究社会临场感对消费者购买行为影响的内在机制,有助于直播平台和商家对于自身在直播中所扮演的角色有更好地理解,同时有助于消费者在直播的刺激中能够理性消费,减少环境对自身的影响。本文基于SOR理论和TAM技术模型,采用Smartpls和SPSS验证结构方程模型。研究发现:社会临场感通过感知信任、感知有用、感知愉悦作用于消费者的购买行为,其中感知愉悦能影响感知信任和感知有用,同时,感知愉悦对消费者冲动性购买的影响更大。

Consumer purchasing behaviors include purposeful purchases and impulse purchases.However,most studies have concentrated on impulse consumption,with the study of consumers'purposeful purchases ignored.So in a live streaming environment with a stronger social presence,which kind of purchasing behavior is preferred by consumers?This paper delves into the internal mechanism of the impact of social presence on consumer purchasing behavior.By shedding light on these processes,the study aims to help live streaming platforms and merchants better understand their role in live streaming,and at the same time,empower consumers to make more rational purchasing decisions despite the stimulating environment of live streaming,thereby mitigating external influences on their behavior.In this paper,based on the SOR theory and TAM technology model,Smartpls and SPSS are used to verify the structural equation model.Research shows that social presence impacts consumer purchasing behavior through perceived trust,perceived usefulness,and perceived pleasure.Notably,perceived pleasure can impact perceived trust and perceived usefulness,and it has a greater impact on consumers'impulse purchases.