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基于消费者感知视角,构建了直播购物情境下的消费者冲动性购买意愿影响研究模型,并运用SPSS对收集到的489份问卷进行统计分析和假设检验。研究发现,感知专业性、感知互动性和感知享乐价值通过沉浸体验的部分中介作用正向影响消费者冲动性购买意愿,卷入度在感知专业性、感知互动性和感知享乐价值对沉浸体验的影响过程中起调节作用。
Abstract：Based on the perspective of consumers' perception, a research model of the impact of consumers' impulse purchase intention is constructed under the situation of live-stream shopping. 489 questionnaires were collected and SPSS was used for statistical analysis and hypothesis testing. The results show that perceived expertise, perceived interactivity and perceived hedonic value positively influenced consumers' impulsive purchase intention through the partial mediating effect of flow experience, and involvement significantly moderated the positive influence of perceived expertise, perceived interactivity and hedonic value on the flow experience.
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基本信息:
DOI：
中图分类号:F713.55;F724.6;F274
引用信息:
[1]石云霞,马春浩,鲍新新.直播购物消费者冲动性购买意愿影响机制研究[J].山东工商学院学报,2021,35(02):60-69.
基金信息:
国家社会科学基金项目“情感劳动视角下服务组织人力资源管理研究”(14BGL075)