电商直播情境下消费者冲动性购买行为的影响因素研究
研究生:何碧晨导师:张晞学科专业:工商管理
研究方向:企业管理
年级:2019级
摘要
冲动购买已经成为人们日常生活中越来越普遍的现象，从上世纪五十年代
起国外学者就已经开始关注和研究消费者冲动性购买行为，为进一步研究消费
者冲动性购买行为奠定了基础。近年来，随着我国经济发展速度的加快，购物
行业发展迅速，为电子商务的发展带来了新的机遇。在电商直播购物中，消费
者无法直接触摸和感受商品，只能借助视频中呈现的产品特征以及主播的产品
信息、描述和推荐来判断产品，做出购买决策。因此，研究电商直播对消费者
冲动性购买的影响因素，并为电商平台商家的营销策略的制定提供依据，具有
重要的理论意义和实践意义。
本文首先整理并汇总了有关电商直播、冲动性购买行为以及心流体验方面
的国内外有关研究成果。然后，根据 S-O-R理论，并结合电商直播的特征，以
时间压力(机会成本感知、时间限制)、消费者与主播互动、价格折扣作为四个
外部的刺激变量，心流体验(愉悦、专注)作为机体变量、冲动性购买行为作为
反应变量来建立模型，并提出研究假说。其次，在前人成熟数据量表的基础上
重新设计了本研究量表，并利用统计软件 SPSS 22.0和 AMOS23.0，对问卷采
集到的 307份有效样本数据，进行了描述性数据分析、信效度数据分析、结构
方程模拟检验和中介效应检验。
实证研究结果显示：（1）时间限制、机会成本感知、消费者与主播互动、
价格促销均对愉悦有显著正向影响。除时间限制外，消费者与主播互动、机会
成本感知、价格促销均对专注有显著正向影响；（2）专注和愉悦对消费者购买
行为有正向影响；（3）愉悦和专注作为中介变量在所有刺激变量与冲动性购买
行为之间有显著中介作用。根据上述研究结果，本文分别从电商商家和电商平
台两个方面提出了发展建议。此外，还反思了整个研究过程中存在的不足，并
在此基础上展望了下一步的研究方向。
关键词：电商直播；心流体验；SOR理论；冲动购买行为
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Research on the influencing factors of consumers' impulsive
purchase behavior in the context of e-commerce live
broadcast
Candidate: HeBichen
Mentor: ZhangXi
Major: Business Administration
Research Direction:Human Resource Management
Grade:2019
Abstract
Impulse buying has become a more and more common phenomenon in people's
daily life since the 1950s. Since, foreign scholars have begun to pay attention to and
study consumers' impulsive purchase behavior, which has laid a foundation for further
research onconsumers' impulsivepurchase behavior. Inrecent years,with the
acceleration of China's economic development, the shopping industry has developed
rapidly, which has brought new opportunities for the development of e-commerce. In
e-commerce live shopping, consumers can't directly touch and feel the goods. They can
only judge the products and make purchase decisions with the help of the product
featurespresented inthevideoand theproductinformation, descriptionand
recommendation of the anchor. Therefore, it is of great theoretical and practical
significance tostudy theinfluencing factorsof e-commercelive broadcaston
consumers' impulsive purchase and provide basis for the formulation of marketing
strategy of e-commerce platform merchants.
Firstly, this paper sorts out and summarizes the relevant research results at home
and abroad on e-commerce live broadcast, impulsive shopping behavior and flow
experience. Then, according to the S-O-R theory and combined with the characteristics
of e-commerce live broadcast, the model is established with time pressure (opportunity
cost perception, time limit), consumer anchor interaction and price discount as four
external stimulus variables, cardiac flow experience (pleasure and focus) as body
variables and impulsive purchase behavior as response variables, and puts forward
research hypotheses. Secondly, based on the previous mature data scale, the scale of
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this study is redesigned, and the statistical software SPSS 22.0 and amos23.0 are used.
The 307 valid sample data collected by the questionnaire were analyzed by descriptive
data analysis, reliability and validity data analysis, structural equation simulation test
and mediation effect test.
The empirical results show that: (1) time constraints, opportunity cost perception,
consumer anchor interaction and price promotion all have a significant positive impact
on pleasure. In addition to time constraints, consumer anchor interaction, opportunity
cost perception and price promotion all have a significant positive impact on focus; (2)
Concentration and pleasure have a positive impact on consumers' purchase behavior;
(3)As mediating variables, pleasure and focus play a significant mediating role between
all stimulus variables and impulsive buying behavior. According to the above research
results, thispaper putsforward development suggestionsfrom twoaspects: e-
commerce merchants and e-commerce platform. In addition, it also reflects on the
shortcomings existing in the whole research process, and looks forward to the next
research direction on this basis.
Key words: e-commerce live broadcast; Flow experience; SOR theory; Impulse
buying behavior
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