电商直播环境下时间压力对消费者冲动购买的影响

The Impact of Time Pressure on Consumer Impulse Buying in the E-Commerce Live Streaming Environment

摘要: 随着互联网技术和电子商务的蓬勃发展，电商直播购物的消费模式重塑了中国消费者的消费观念和消费行为，直播购物成为了人们日常生活中十分重要的购物渠道。相较于线下购物，在直播购物中，冲动性消费行为更加常见。尤其是在直播限时秒杀活动中，由于客观的时间限制产生的时间压力更是容易导致冲动性消费。本文的研究主要关注时间压力对消费者冲动购买的影响进行探讨，以消费者个人购买冲动特质为调节变量，采用S-O-R模型构建理论框架，通过问卷调查法搜集数据，并借助统计分析软件SPSS进行描述性统计、信度与效度分析、中介与调节效应检验等定量分析方法完成对假设的检验，结果显示，时间压力对消费者的冲动购买行为具有显著的正向影响，消费者愉悦和唤醒情绪在时间压力与冲动购买间起中介作用，而个人冲动购买特质进一步调节这些影响关系，拥有高购买冲动特质的消费者展现出更强的冲动购买倾向，为电商直播环境中的消费者行为研究增添了新的视角和内容，同时对电商平台优化营销策略提供了实证依据和启发意义。

Abstract: With the vigorous development of Internet technology and e-commerce, the consumption mode of e-commerce live shopping has reshaped the consumption concept and behavior of Chinese consumers. Live shopping has become a very important shopping channel in people’s daily life. Compared to offline shopping, impulsive consumption behavior is more common in live shopping. Especially in live streaming limited time flash sales, the time pressure caused by objective time constraints can easily lead to impulsive consumption. The individual impulse buying traits of consumers are used as moderating variables, and a theoretical framework is constructed using the S-O-R model. Data is collected through questionnaire surveys, and quantitative analysis methods such as descriptive statistics, reliability and validity analysis, mediation and moderation effect tests are conducted using statistical analysis software SPSS to test hypotheses. The results show that time pressure has a significant positive impact on consumer impulse buying behavior. Consumer pleasure and arousal emotions play a mediating role between time pressure and impulse buying, while personal impulse buying traits further regulate these influencing relationships. Consumers with high purchasing impulse traits exhibit stronger impulse buying tendencies, adding new perspectives and content to consumer behavior research in e-commerce live streaming environments. At the same time, it provides empirical basis and inspiration for optimizing marketing strategies on e-commerce platforms.