摘要
现有研究主要关注图书直播对出版业的影响,从营销策略、经营模式和文化影响等角度展开探讨。然而,对于图书直播带货影响用户购买意愿的心理演化机制方面的研究相对较少。因此,本文基于“刺激-机体-反应”(简称SOR)模型,从心理学视角探讨图书直播带货与用户购买意愿之间的内在机制。研究结果显示,优质内容和激励机制对感知匹配产生正向影响,而情感唤起在激励机制对购买意愿影响的过程中充当中介角色。
Previous research has primarily concentrated on examining the ramifications of live book streaming on the publishing sector,examining it through the lenses of marketing tactics,commercial frameworks,and cultural impacts.Nevertheless,scant scholarly inquiry has been undertaken to elucidate the psychological evolutionary mechanism of live book streaming,specifically how it affects users'inclination to make purchases.Consequently,this manuscript endeavors to investigate the psychological underpinnings linking the act of delivering books in real time and users'intention to make purchases,employing the“Stimulus-Organism-Response”(SOR)paradigm.The findings demonstrate that the provision of high-quality content and incentives exerts a positive influence on perceptual congruity,while emotional arousal serves as a mediating factor in the impact of incentives on purchase intention.
作者
王燕燕
黄新城
谢巍
WANG Yanyan;HUANG Xincheng;XIE Wei(Beijing Institute of Graphic Communication,Beijing 102600,China)
出处
《北京印刷学院学报》
2023年第11期39-45,共7页
Journal of Beijing Institute of Graphic Communication
基金
北京市教育委员会社会科学计划一般项目(SM201910015004)研究成果。
关键词
图书
直播带货
SOR
购买意愿
books
live-streaming e-commerce
SOR
purchase desire
