Dong Wei-Wei, Wang Yong-Qiang, Qin Jian
School of Economics and Management, Shanghai Institute of Technology, Shanghai, China.
Front Psychol. 2023 Jan 16;13:1019024. doi: 10.3389/fpsyg.2022.1019024. eCollection 2022.
Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers' flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers' flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers' impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.
基于刺激-机体-反应（S-O-R）模型，本文从信息源特征和社交临场感的角度研究了参与直播电商的消费者冲动消费机制，并考察了心流体验的中介作用和时间压力的调节作用。基于268名直播购物者的消费数据，采用多元回归分析和Bootstrap方法对研究假设进行了检验。实证结果表明，直播信息源的可信度、专业性、吸引力和互动性对消费者的心流体验和冲动消费意愿具有显著的正向影响。此外，社交临场感的共存性、沟通性和情感性对消费者的心流体验和冲动消费意愿具有显著的正向影响。心流体验在直播信息源特征和社交临场感影响消费者冲动消费意愿的过程中起到部分中介作用，而时间压力在直播信息源特征与共存临场感和心流体验的关系中具有正向调节作用。时间压力越高，直播信息源特征和共存临场感对心流体验的促进作用越强。本研究丰富了直播电商消费驱动机制的研究文献，为提高直播电商主播的有效性提供了实践启示和参考。这也是最早将心流理论和社交临场感应用于直播电商冲动消费意愿的研究之一。
