电商主播对消费者冲动性购买意愿的影响研究

电商主播对消费者冲动性购买意愿的影响研究摘要随着互联网技术的发展和电子商务的兴起，中国已经进入了直接电子商务直播电商电商网购新模式时代。在这种背景下，消费者消费模式发生了巨大转变，从传统实体逐渐转至电商网络等平台。而随着直播电商规模不断壮大，其背后所产生的问题也逐渐暴露出来。直播电商打破了传统的电商营销模式，从而使消费者对产品的了解到发生产品购买行为的时间大幅缩短，其购买行为不理智化的现象也大大增加。本文主要通过实证分析来展开探究，在这过程中，使用到了问卷调查方法，借助问卷的形式，来探讨与分析造成消费者冲动消费的原因。其总发布问卷数共计250份，其问卷调查人员主要来自朋友圈和微信群。并通过SPSS25.0来对收集到的问卷信息展开多维度分析。本报告将依据问卷调查搜集与分析到的结论，对直播电商主播的持久健康发展提出一些建议，并总结了本课题探究中的不足之处，并对该行业做出展望。关键词：冲动性购买行为：电商主播：互动性：S0-R理论：AbstractWith the development of Internet technology and the rise ofe-commerce,China has entered the new model era of directe-commerce live e-commerce e-commerce online shopping.In thiscontext,consumer consumption patterns have a huge transition fromtraditional entities to platforms such as e-commerce networks.Withthe growth e-commerce scale,the problems behind them aregradually exposed.Live e-commerce breaks the traditionale-commerce marketing model,so that consumers understand theproduct's time,the time of purchase behavior is significantlyreduced,and the phenomenon of buying behavior is not intelligent.This paper mainly explores the exploration by empiricalanalysis.In this process,the questionnaire survey method is used toexplore the cause of consumers'impulsive consumption in the formof the questionnaire.Its total issuance of 250 questions,and thequestionnaire investigators mainly come from a circle of friends andWeChat groups.The multi-dimensional analysis of the collectedquestionnaire information is expanded through SPSS25.0.Thisreport will be based on the conclusions of the questionnaire survey,and put forward some suggestions for the lasting healthdevelopment of live e-commerce anchors,and summarized thedeficiencies in this research inquiry,and make prospects for theindustry.Key words:Impulsive buying behavior;E-commerce anchor;Interactivity;S-O-R theory;目录一、引言……1(一)研究背景(二)研究目的和意义..·二、文献综述。2(一)直播电商的相关研究....(二)电商主播的相关研究...·3(三)冲动性购买行为的相关研究..........….3(四)文献简评...·第三章理论模型和假设....4(二)研究假设的提出....(三)量表的设计...(四)问卷调查...四、数据分析..6(一)样本描述性统计.(二)信度检验….7(三)效度检验。。。。。(四)相关分析(五)回归分析10五、研究结论与建议..12(一)结论........12(二)建议..12六、局限与展望..…13参考文献.…......14附录15致谢.18