Gao Hongli, Chen Xinzhi, Gao Hongling, Yu Bin
School of Economics, Zhejiang University of Technology, Hangzhou, China.
School of Economics and Management, Zhejiang University of Science and Technology, Hangzhou, China.
Front Psychol. 2022 Jul 6;13:881294. doi: 10.3389/fpsyg.2022.881294. eCollection 2022.
We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers' ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers' purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.
我们基于刺激-机体-反应（SOR）理论构建了一个直播冲动购买模型，并基于在线消费者的情绪（EOC）和中庸倾向（ZYT），探讨了氛围线索（ACELS）和促销活动（SPELS）对冲动购买（IBI）的影响。结合整体取向、视角整合和和谐维持，ZYT是一个涉及个体事件的认知过程。我们通过问卷调查收集了478个样本，以检验所提出的研究模型。实证结果表明，作为直播环境中的刺激因素，直播期间的ACELS和SPELS极大地促进了EOC，同时显著抑制了消费者的ZYT。在在线消费者中，积极的EOC促进IBI，而ZYT则抑制IBI。此外，EOC和ZYT在刺激因素和反应因素之间的关系中并行起中介作用，从而产生四条模型中介路径。通过纳入SOR模型，本研究为认知加工在冲动购买中的作用提供了理论基础，也为电子商务平台和主播有效理解中国消费者的购买行为提供了有益指导，这有利于制定有效的促销策略和创建强大的营销工具。
