直播电商中营销策略对消费者冲动性购买行为的影响

Impact of Marketing Strategy on Consumers’Impulsive Purchase Behavior in Livestreaming E-commerce

直播电商已经成为一种极具盈利潜力的电子商务模式,对零售行业产生了颠覆性的影响。然而,针对“人、货、场”营销策略在电商直播领域的应用还相对较少。基于电商营销策略,提出适用于直播电商的“人、货、场”营销模型。构建包含主播特质、饥饿营销、沉浸体验、消费者参与度以及冲动性购买行为在内的SOR(刺激-有机体-反应)理论模型,并利用Amos、SPSS软件以及220份有效问卷进行验证分析。研究发现,主播的个人特质、饥饿营销策略和沉浸式的购物体验显著促进了消费者的冲动性购买行为,并提高了消费者的参与度。进一步研究显示,消费者的参与度对他们的冲动购买行为产生了显著的正面影响。而且,参与度在主播特质、饥饿营销以及沉浸式体验与消费者冲动购买行为之间发挥了中介作用。

Live streaming E-commerce has become a highly profitable e-commerce model,which has had a disruptive impact on the retail industry.However,the application of the“people,goods,and market”marketing strategy in the field of live streaming E-commerce is still relatively limited.Based on E-commerce marketing strategies,a“people-goods-market”marketing model suitable for live streaming E-commerce is proposed.By constructing a SOR(stimulus-organism-response)theoretical model that includes the characteristics of the anchor,hunger marketing,immersive experience,consumer participation,and impulse buying behavior,and using Amos,SPSS software and 220 valid questionnaires for verification and analysis,it is found that the personal characteristics of the anchor,hunger marketing strategy,and immersive shopping experience significantly promoted consumers impulse buying behavior and increased their participation.Further research shows that consumers participation had a significant positive impact on their impulse buying behavior.Moreover,participation played a mediating role between the characteristics of the anchor,hunger marketing,and immersive experience and consumers impulse buying behavior.