摘要
为了探究电商主播特征对服装消费者冲动性购买意愿的影响,文章基于SOR理论,构建了主播特征、心流体验和冲动性购买之间的理论模型,并提出研究假设。通过问卷调查进行实证验证和分析,得出结论:在直播环境中,电商主播的专业性、互动性、产品涉入度、个人魅力会对消费者冲动性购买意愿产生正向影响;电商主播的专业性、互动性、个人魅力会对消费者的心流体验产生正向影响。因此,服装电商直播需要从主播的专业性、互动性、个人魅力方面加强培养,促进服装直播电商成熟发展。
In order to explore the impact of e-commerce anchor's personal characteristics on clothing consumers'impulse purchase intention,based on SOR theory,this paper constructs a theoretical model between anchor characteristics,flow experience and impulse purchase,and puts forward research hypotheses.Through empirical verification and analysis through questionnaire survey,it is concluded that:in the live broadcast environment,the professionalism,interactivity,product involvement and personal charm of e-commerce anchor will have a positive impact on consumers'impulsive purchase intention,while popularity will not affect consumers'impulsive purchase intention.The professionalism,interactivity and personal charm of e-commerce anchor will have a positive impact on consumers'flow experience.Therefore,clothing live broadcasting needs to strengthen the cultivation of the anchor's professionalism,interactivity and personal charm to promote the mature development of clothing live broadcasting ecommerce.
作者
张梦园
刘驰
Zhang Mengyuan;Liu Chi(Apparel and Art Design College,Xi'an Polytechnic University,Xi'an,Shaanxi 710048,China)
出处
《天津纺织科技》
2023年第4期16-20,共5页
Tianjin Textile Science & Technology
关键词
服装电商
电商直播
主播特征
心流体验
冲动性购买意愿
Clothing E-commerce
Clothing E-commerce Live Broadcast
Anchor Features
Flow Experience
Impulsive Purchase Intention
