电商直播情境下信息偶遇对消费者购买意愿的双刃剑影响研究

Research on the Double-Edged Impact of Information Encounter on Consumer Purchase Intention in E-Commerce Live Streaming

摘要: 数字化发展凸显了信息偶遇作为新兴信息获取方式在电商直播情境中的重要性，本研究基于SOR理论和情感事件理论构建假设模型，提出电商直播情境下信息偶遇通过情感反应和信息过载两条路径对消费者购买意愿产生双刃剑效应。此外，研究认为消费者冲动特质与时间压力发挥调节作用，前者强化情感反应对购买意愿的促进作用，并在高冲动群体中削弱信息过载的负面效应；后者加剧信息过载的负面效应，在一定程度上影响情感反应的正向作用。本研究通过问卷搜集385份有效消费者群体样本，采用结构方程模型、Bootstrap法分析数据验证了假设模型。本研究关注信息偶遇带来的正面和负面效应提供管理启示，指导企业在电商直播营销中规避信息偶遇的消极效果，扩大其积极效应。

Abstract: With the advancement of digitalization, information encounter as an emerging approach to information access has become increasingly important in the context of e-commerce live streaming. Based on the Stimulus-Organism-Response (SOR) theory and Affective Events Theory (AET), this study develops a hypothesized model, proposing that information encounter in e-commerce live streaming exerts a double-edged effect on consumers’ purchase intention through two pathways: affective response and information overload. Furthermore, this study suggests that consumer impulsivity and time pressure serve as moderators. Consumer impulsivity strengthens the positive effect of affective response on purchase intention and weakens the negative effect of information overload among highly impulsive consumers. Time pressure exacerbates the negative effect of information overload and, to some extent, influences the positive effect of affective response. Using a questionnaire survey, this study collected 385 valid consumer samples. The hypothesized model was tested and verified by structural equation modeling (SEM) and the Bootstrap method. By examining both positive and negative effects of information encounter, this study provides managerial implications for enterprises to avoid the negative outcomes and enhance the positive effects of information encounter in e-commerce live streaming marketing.