Business and Tourism School, Sichuan Agricultural University, 611830, Chengdu, China.
Informatics Research Centre, Henley Business School, University of Reading, RG6 6UD, Reading, UK.
BMC Psychol. 2024 Mar 6;12(1):129. doi: 10.1186/s40359-024-01632-w.
To explore the influencing factors of consumers' impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers' impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers' impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers' impulsive purchase behavior by affecting consumers' trust and flow experience. The empirical results have important theoretical and practical significance.
为了探究直播中消费者冲动购买行为的影响因素，基于刺激-有机体-反应框架，我们通过查阅文献构建了主播影响消费者冲动购买行为的模型。通过问卷调查收集数据，并采用结构方程模型进行实证研究，探讨了主播影响消费者冲动购买行为的机制。结果表明，主播特征（个人魅力、专业性）和主播表现（互动性、娱乐性）通过影响消费者的信任和流畅体验来影响消费者的冲动购买行为。研究结果具有重要的理论和实践意义。
