S-O-R理论视域下情绪、感知对电商直播用户购买行为的中介效应研究

Research on the Mediating Effect of Emotions and Perceptions on the Purchasing Behavior of E-commerce Live Streaming Users from the Perspective of S-O-R Theory

媒介3.0时代,在新型传播场景下实现对消费者的感知价值和情感传播是电商直播推动消费购买的关键环节。本文基于S-O-R模型,从作为具身传播的电商直播之信源质量、信息质量和服务质量的外部环境因素对消费者购买行为的作用机制展开实证研究,运用SPSS26.0和Process宏程序等工具对情感效价和感知价值的平行中介效应路径进行实证检验,结果表明:(1)信源质量、信息质量和服务质量三项外部环境因素都对消费者的购物行为产生直接正向的影响作用;(2)情感因素在信源质量、信息质量与服务质量和购物行为之间均具有中介作用;(3)感知价值在信源质量、信息质量与购买行为之间发挥中介作用,在服务质量与购买行为之间中介效应不显著。当前直播媒介景观中的互动仪式及情感动员正通过经济与社会的双重逻辑重构整合营销传播秩序。

In the era of Media 3.0,achieving perceived value and emotional communication to consumers in new communication scenarios is a key for e-commerce live streaming to promote consumer purchases.This article is based on the S-O-R model and conducts empirical research on the mechanism of the impact of external environmental factors such as source quality,information quality,and service quality on consumer purchasing behavior in e-commerce live streaming as embodied communication.SPSS 26.0 and Process macro programs are used to empirically test the parallel mediating effect paths of emotional valence and perceived value.The results show that:(1)the three external environmental factors of source quality,information quality,and service quality all have a direct positive impact on consumer purchasing behavior;(2)emotional factors play a mediating role between source quality,information quality,service quality,and purchasing behavior;(3)perceived value plays a mediating role between source quality,information quality,and purchasing behavior,but the mediating effect between service quality and purchasing behavior is not significant.The interactive rituals and emotional mobilization in the current live streaming media landscape are reconstructing and integrating the marketing communication order through the dual logic of economy and society.