摘要
基于SOR理论,将网络直播购物特征分为互动性、真实性、娱乐性和可视性,构建网络直播购物特征对消费者购买行为影响研究模型,研究直播购物特征对消费者冲动性购买和目的性购买行为的影响机理。通过调查问卷收集数据,利用SPSS和Smart PLS进行统计分析和假设检验。研究发现:网络直播购物中真实性、娱乐性和可视性显著正向影响消费者唤醒情绪;互动性、真实性、娱乐性和可视性均显著正向影响消费者愉悦情绪;真实性和可视性显著正向影响消费者感知信任;唤醒显著影响愉悦感知,并和愉悦共同显著影响消费者冲动性购买行为;愉悦显著影响感知信任,并和信任共同显著影响消费者目的性购买行为。
Based on SOR theory,dividing webcast shopping features into interaction,authenticity,entertainment and visibili-ty,this paper constructs the impact model of webcast shopping features on purchasing behavior.And then,it studies the in-fluence mechanism of the characteristics of live broadcast shopping on consumers'impulsive and purposeful purchasing be-haviors and testes hypotheses by SPSS and Smart PLS based on collecting the online questionnaires.Results show that au-thenticity,entertainment and visibility had significant influence on arousal.Interaction,authenticity,entertainment and visi-bility significantly affect pleasurable.Authenticity,visibility significantly affectes perceived trust.Arousal significantly af-fects pleasure,and significantly influences impulse buying with pleasure.Pleasure significantly affects perceived trust,and significantly impacts purpose buying with trust.
作者
刘洋
李琪
殷猛
LIU Yang;LI Qi;YIN Meng(School of Finance and Economics,Xi'an Jiaotong University,Xi'an 710061;School of Management Science and Information Engineering,Jilin University of Finance and Economics,Changchun 130117;School of Logistics and E-Commerce,Henan University of Animal Husbandry and Economy,Zhengzhou 450044)
出处
《软科学》
CSSCI
北大核心
2020年第6期108-114,共7页
Soft Science
基金
国家社会科学基金项目(16BGL180)
长春市哲学社会科学规划项目(CSKT2019ZX-053)
河南牧业经济学院博士科研启动资金项目(906/24030085)
吉林财经大学博士基金项目(2018B15)。
