电商直播中人际互动对消费者冲动购买意愿的影响研究——以淘宝直播为例

Research on the Influence of Interpersonal Interaction on Consumers’ Impulse Purchase Intention in E-Commerce Live Broadcast—Taking Taobao Live as an Example

摘要: 为探究人际互动对消费者冲动购买意愿的影响，在借鉴相关研究基础上，本文重点关注消费者与主播互动和消费者之间互动这两个维度，并结合消费者对人际互动的感知风险和心流体验构建消费者冲动购买意愿的影响模型。研究发现：人际互动对消费者冲动购买意愿既有直接影响也有间接影响，其中，心流体验和感知风险是间接效应的中介变量。本文的研究具有一定理论和实践意义，既可以加深对电商直播中消费者决策的理解，还可以为电商直播营销提供建议。

Abstract: In order to explore the influence of interpersonal interaction on consumers’ impulse purchase intention, based on the reference of relevant research, this paper focuses on the interaction between consumers and anchors and interaction between consumers, and constructs the influence model of consumers’ impulse purchase intention by combining consumers’ perceived risk of interpersonal interaction and flow experience. The results show that interpersonal interaction has both direct and indirect effects on consumers’ impulse purchase intention, and flow experience and perceived risk are the mediating variables of indirect effects. The research of this paper has certain theoretical and practical significance, which can not only deepen the understanding of consumers’ decisions in e-commerce live broadcast, but also provide suggestions for e-commerce live broadcast marketing.