Chen Jun, Luo Junying, Zhou Tian
School of Information Management, Wuhan University, Wuhan 430072, China.
Behav Sci (Basel). 2024 Feb 28;14(3):190. doi: 10.3390/bs14030190.
As an innovative marketing pattern, live-streaming e-commerce supplies advantages over traditional e-commerce in stimulating impulsive purchases. This study developed a theoretical model that examines how perceived live streamers' abilities (perceived live interaction ability and perceived linguistic persuasion ability) affect impulsive purchase intention based on interaction theory, affective distance theory, trust theory, and Aristotle's rhetorical appeals. We conducted empirical research through a survey questionnaire to verify the effectiveness of the model. A total of 330 valid samples were gathered from live-streaming users, and partial least squares-structural equation modeling (PLS-SEM) was employed for data analysis. The results indicate that perceived live interaction ability, encompassing responsiveness, entertainment, and personalization, significantly impacts affective distance. Among the four dimensions of perceived linguistic persuasion ability, emotional contagion significantly influences affective distance, whereas expertise, logic, and morality significantly affect cognitive trust. Both affective distance and cognitive trust promote consumers' impulsive purchases through affective trust. Our research findings provide theoretical and practical recommendations for live-streaming platforms and merchants engaged in live marketing.
作为一种创新的营销模式，直播电商在刺激冲动性购买方面比传统电商具有优势。本研究基于互动理论、情感距离理论、信任理论和亚里士多德的修辞诉求，构建了一个理论模型，以检验感知到的主播能力（感知到的直播互动能力和感知到的语言说服能力）如何影响冲动性购买意愿。我们通过调查问卷进行实证研究，以验证该模型的有效性。共收集了330个来自直播用户的有效样本，并采用偏最小二乘结构方程模型（PLS-SEM）进行数据分析。结果表明，包含响应性、娱乐性和个性化的感知直播互动能力显著影响情感距离。在感知语言说服能力的四个维度中，情绪感染显著影响情感距离，而专业性、逻辑性和道德性显著影响认知信任。情感距离和认知信任都通过情感信任促进消费者的冲动性购买。我们的研究结果为直播平台和从事直播营销的商家提供了理论和实践建议。
