直播电商模式下青年群体冲动购买研究

直播电商不仅能带动商品买卖,也能促进冲动购买,此现象在青年群体中尤为明显.本文通过网页电商和直播电商对比发现,直播电商具有社会临场感高的特点,本文基于这一特点,运用相关理论构建了社会临场感和冲动购买之间的概念模型,并对其进行实证分析.通过分析712位有直播间购物经历的青年消费者的数据发现:直播电商模式下,在社会临场感对冲动购买的作用中,情感唤醒、模仿他人和社会规范起到中介作用,其中情感唤醒会影响模仿他人和社会规范,中庸思维会负向调节冲动购买.

Research on Youth Group Impulse Purchase under Live E-Commerce Mode

Live e-commerce not only drives commodity trading, but also drives impulse buying, which is particularly obvious among young people. Through the comparison between Web e-commerce and live e-commerce, this paper finds that live e-commerce has the characteristic of high social presence. Based on the characteristic the paper uses the relevant theories to construct the conceptual model between social presence and impulse buying, and the empirical analysis of it is carried out. The analysis of the data of 712 young consumers who have shopping experience in live broadcasting room show that emotional arousal, imitation of others and social norms play a mediating role in the effect of social presence on impulse buying. Among them, emotional arousal will affect imitation of others and social norms, and moderation thinking will negatively regulate impulse buying.