网络直播互动情境下消费者冲动性购买行为研究——以个体冲动性特征为调节因素

作者

董子豪 (通讯作者)

关键词:

电商直播; 互动性; S-O-R理论; 个人冲动特质; 冲动购买

摘要

针对“电商+直播”模式，研究网络直播互动情境下消费者的冲动性购买行为。运用SOR模型，以平台互动、主播互动、消费者互动（互助互动、分享互动）为自变量，以顾客信任为中介变量，以个人冲动性特征为调节变量，对消费者的冲动性购买行为进行分析。

Abstract

Aiming at the "e-commerce + live broadcasting" model, this paper studies consumers' impulsive buying behavior in the interactive context of online live broadcasting. Using the SOR model, with platform interaction, anchor interaction, and consumer interaction (mutual assistance interaction, sharing interaction) as independent variables, customer trust as a mediating variable, and individual impulsive characteristics as a moderating variable, consumers' impulsive buying behavior is analyzed.