{"title":"电商直播中氛围暗示和社交存在对消费者冲动购买行为的影响","authors":"Wenhua Shi, Fengyi Li, Mingyao Hu","doi":"10.1007/s10660-023-09793-3","DOIUrl":null,"url":null,"abstract":"<p>This paper optimized the e-commerce live streaming atmospheric cues scale and then used the SOR model to study the impact of atmospheric cues on consumers' impulse buying behaviors while considering the mediating role of social presence. Questionnaires were collected from consumers with e-commerce live streaming shopping experience, and Mplus 7.4 was utilized for analyzing the measurement model and structural models. We optimized the existing atmospheric cues scales by adding interactive cues, music design, and other elements to better measure the atmospheric cues in e-commerce live streaming. The findings confirm the reliability and validity of the e-commerce live streaming atmospheric cues scale, comprised of four dimensions: information, navigation, design, and interactive cues. Additionally, information, design, and interactive cues were positively associated with consumers' impulse buying behaviors, while the mediating role of social presence partially explains these relationships. However, the relationship of navigation cues on impulse buying behaviors is not significant. This optimized scale provides a valuable measurement tool for measuring atmospheric cues in future research. Furthermore, the empirical study sheds light on the antecedents of impulse buying behaviors by examining the impact of atmospheric cues and the mediating role of social presence. The results offer practical suggestions for e-commerce live streaming operators to increase consumer purchases: (1) Optimize the design cues by carefully designing colors and layout, appropriately using and coordinating colors and lighting, and playing suitable background music. (2) Provide diversified and personalized information by enhancing the professionalism of the broadcasters and promptly addressing viewer questions from the bullet chat. (3) Actively engage consumers by inviting them to participate in the live streaming sessions, creating an immersive shopping experience.</p>","PeriodicalId":47264,"journal":{"name":"Electronic Commerce Research","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2023-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The influence of atmospheric cues and social presence on consumers' impulse buying behaviors in e-commerce live streaming\",\"authors\":\"Wenhua Shi, Fengyi Li, Mingyao Hu\",\"doi\":\"10.1007/s10660-023-09793-3\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>This paper optimized the e-commerce live streaming atmospheric cues scale and then used the SOR model to study the impact of atmospheric cues on consumers' impulse buying behaviors while considering the mediating role of social presence. 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引用次数: 0
摘要
本文优化了电商直播氛围暗示量表，然后使用 SOR 模型研究了氛围暗示对消费者冲动购买行为的影响，同时考虑了社交存在的中介作用。本文对有电商直播购物经历的消费者进行了问卷调查，并利用 Mplus 7.4 对测量模型和结构模型进行了分析。我们对现有的氛围暗示量表进行了优化，增加了互动暗示、音乐设计等元素，以更好地测量电商直播中的氛围暗示。研究结果证实了由信息、导航、设计和互动线索四个维度组成的电商直播氛围线索量表的可靠性和有效性。此外，信息、设计和互动线索与消费者的冲动购买行为呈正相关，而社会存在的中介作用部分解释了这些关系。然而，导航线索与冲动购买行为的关系并不显著。这一优化量表为今后的研究提供了一个有价值的测量大气线索的工具。此外，实证研究通过考察氛围线索的影响和社交存在的中介作用，揭示了冲动购买行为的前因。研究结果为电子商务直播运营商提高消费者购买率提供了实用建议：（1）通过精心设计色彩和布局、合理使用和协调色彩与灯光、播放合适的背景音乐来优化设计线索。(2) 通过提高主播的专业性和及时解决弹幕聊天中观众的问题，提供多样化和个性化的信息。(3) 通过邀请消费者参与直播环节，积极吸引消费者，营造身临其境的购物体验。
The influence of atmospheric cues and social presence on consumers' impulse buying behaviors in e-commerce live streaming
This paper optimized the e-commerce live streaming atmospheric cues scale and then used the SOR model to study the impact of atmospheric cues on consumers' impulse buying behaviors while considering the mediating role of social presence. Questionnaires were collected from consumers with e-commerce live streaming shopping experience, and Mplus 7.4 was utilized for analyzing the measurement model and structural models. We optimized the existing atmospheric cues scales by adding interactive cues, music design, and other elements to better measure the atmospheric cues in e-commerce live streaming. The findings confirm the reliability and validity of the e-commerce live streaming atmospheric cues scale, comprised of four dimensions: information, navigation, design, and interactive cues. Additionally, information, design, and interactive cues were positively associated with consumers' impulse buying behaviors, while the mediating role of social presence partially explains these relationships. However, the relationship of navigation cues on impulse buying behaviors is not significant. This optimized scale provides a valuable measurement tool for measuring atmospheric cues in future research. Furthermore, the empirical study sheds light on the antecedents of impulse buying behaviors by examining the impact of atmospheric cues and the mediating role of social presence. The results offer practical suggestions for e-commerce live streaming operators to increase consumer purchases: (1) Optimize the design cues by carefully designing colors and layout, appropriately using and coordinating colors and lighting, and playing suitable background music. (2) Provide diversified and personalized information by enhancing the professionalism of the broadcasters and promptly addressing viewer questions from the bullet chat. (3) Actively engage consumers by inviting them to participate in the live streaming sessions, creating an immersive shopping experience.
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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