直播电商情境下旅游产品购买意愿的影响机制
The Influence Mechanism of Tourism Product Purchase Intention in the Context of Live Streaming E-Commerce
摘要: 文章旨在探讨直播电商情境下旅游产品消费者购买意愿的影响机制。基于刺激–机体–反应(Stimulus-Organism-Response, SOR)理论，构建以互动性、沉浸感为解释变量，感知价值为中介变量，购买意愿为被解释变量的研究模型。采用问卷调查法收集数据，共回收有效问卷206份，并运用回归分析和Bootstrap中介效应检验对研究假设进行验证。研究结果表明：互动性和沉浸感均对购买意愿具有显著正向影响；互动性和沉浸感均对感知价值产生显著正向影响；感知价值对购买意愿具有显著正向作用，并在互动性、沉浸感与购买意愿之间起中介作用。研究结论拓展了SOR理论在直播电商领域的应用边界，可为旅游企业优化直播营销策略提供实践参考。
Abstract: This study aims to explore the influence mechanism of tourism product consumers’ purchase intention in the context of live streaming e-commerce. Based on the Stimulus-Organism-Response (SOR) theory, a research model is constructed with interactivity and immersion as independent variables, perceived value as a mediating variable, and purchase intention as the dependent variable. Data were collected through a questionnaire survey, with 206 valid questionnaires returned. Regression analysis and a bootstrap mediation effect test were employed to test the research hypotheses. The results show that both interactivity and immersion have a significant positive impact on purchase intention; both interactivity and immersion have a significant positive impact on perceived value; perceived value has a significant positive impact on purchase intention and plays a mediating role between interactivity, immersion, and purchase intention. The findings extend the application boundary of the SOR theory in the field of live streaming e-commerce and provide practical references for tourism enterprises to optimize their live streaming marketing strategies.
文章引用：庞莉会. 直播电商情境下旅游产品购买意愿的影响机制[J]. 电子商务评论, 2026, 15(10): 848-858. https://doi.org/10.12677/ecl.2026.15101189

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