时间压力能促进消费者在电商直播中的冲动购买吗?产品类型与消费者监管焦点的调节效应

IF 3.7 4区 管理学 Q2 BUSINESS
Dong Kong, Shujing Zhan, Yanxiao Zhu
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引用次数: 0

摘要

时间压力是直播电商最常用的促销手段之一,但它能促进消费者的冲动购买吗?这个问题没有答案,传统商业背景下的现有研究结论也不一致。对于不同类型的产品和不同特征的消费者,这种影响是否相同?现有的研究也无法给出一个好的答案。因此,本研究基于解释水平理论,采用情境问卷法,探讨了时间压力对LSE冲动购买的影响,以及产品类型(搜索产品和体验产品)和消费者监管重点(促销重点和预防重点)的调节作用。结果表明:(1)时间压力会促进消费者的冲动购买。(2)对于搜索类产品,时间压力的影响会增强,而对于体验类产品,时间压力的影响会减弱。(3)对于注重促销的消费者,时间压力的影响会增强;但对于注重预防的消费者来说,影响将会减弱。这些实证检验了时间压力对LSE消费者冲动购买的影响,并明确了这种影响的边界条件。同时,这也在一定程度上解释了现有研究结论的不一致性,丰富了LSE的研究内容,对LSE商家更好地利用时间压力具有启示意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Time pressure is one of the most commonly promotion methods in live streaming e-commerce (LSE), but can it promote consumers’ impulse buying? There is no answer, and existing research conclusions in traditional commerce context are inconsistent. Is this impact the same for different types of product and consumers with different characteristics? Existing research cannot give a good answer either. Therefore, based on the Construal Level Theory, adopting the situational questionnaire method, this study explored the impact of time pressure on impulse buying in LSE and the moderating effect of product type (search product and experience product) and consumer regulatory focus (promotion focus and prevention focus). The results show that: (1) Time pressure will promote consumers' impulsive buying. (2) For search product, the impact of time pressure will be enhanced, but the impact will be weakened for experience product. (3) For promotion-focus consumers, the impact of time pressure will be enhanced; but for prevention-focus consumers, the impact will be weakened. These empirically tested the impact of time pressure on consumers’ impulse buying in LSE, and clarified the boundary conditions of this impact. Meanwhile, these can explain the inconsistency of existing research conclusions to a certain extent, which enriches researches on LSE and gives implications for LSE merchants to utilize time pressure better.

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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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