Peng Chen, Liu Zhikun, Lee Jong-Yoon, Liu Shanshan, Wen Fang
School of Communication, Linyi University, Linyi, China.
School of Art, Sangmyung University, Cheonan, South Korea.
Front Psychol. 2022 Jun 23;13:919928. doi: 10.3389/fpsyg.2022.919928. eCollection 2022.
This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese customers who experienced live commerce shopping in China. Although previous studies have shown that consumer boredom and loneliness have an impact on purchase intention, the mechanism of influence remains unclear. As a result, additional research is needed to study the link between boredom and loneliness and customer purchase intention. Consumers' purchase intention was influenced by their feelings of loneliness and boredom. Telepresence played a mediating role in the impact of loneliness and boredom on purchase intention. Influencer-brand image congruence played a moderating role in the impact of consumers' boredom on purchase intention. The study results contribute to the research of factors impacting consumers' purchase intention. In addition, this study can help live commerce merchants better understand the impact factors of consumers' purchase intention and contribute to the development of live commerce.
本文通过对新冠疫情期间直播电商消费者的调查，研究了消费者的孤独感、无聊感、临场感、网红与品牌形象一致性和购买意愿之间的关系。借助在线调查网站，收集了550名在中国体验过直播电商购物的中国消费者的调查数据。尽管先前的研究表明消费者的无聊感和孤独感会对购买意愿产生影响，但其影响机制仍不明确。因此，需要进一步研究无聊感和孤独感与消费者购买意愿之间的联系。消费者的购买意愿受到他们的孤独感和无聊感的影响。临场感在孤独感和无聊感对购买意愿的影响中起中介作用。网红与品牌形象一致性在消费者无聊感对购买意愿的影响中起调节作用。研究结果有助于对影响消费者购买意愿的因素进行研究。此外，本研究有助于直播电商商家更好地理解影响消费者购买意愿的因素，促进直播电商的发展。
