电商直播互动类型对消费者冲动性购买意愿的影响研究「电商欺骗消费者打什么电话」

今天给大家普及一下电商直播互动类型对消费者冲动性购买意愿的影响研究「电商欺骗消费者打什么电话」相关知识，最近很多在问电商直播互动类型对消费者冲动性购买意愿的影响研究「电商欺骗消费者打什么电话」，希望能帮助到您。

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01内容提要

今天将继续学习闫建钢学者写的《直播电商营销特性对消费者冲动性购买行为影响研究》，前面已经阅读了文章的摘要和关键词，本期将对文章的引言进行阅读。

Today, we will continue to study the "Research on the Impact of Live E-commerce Marketing Characteristics on Consumer Impulse Purchasing Behavior" written by Yan Jiangang Scholar, and the abstract and keywords of the article have been read earlier, and the introduction of the article will be read in this issue.

02绪论—研究背景

近年来，中国电子商务飞速发展，交易总额增长。然而，传统电商的获客成本逐渐攀升，且随着新技术的发展，网络电商逐渐向新领域扩展，拼团服务、直播带货、虚拟体验等为电商平台赋能。

传统购物类直播主要以电视、广播为主，通过向观众展示以及主持人现场推销的方式吸引消费者购买。然而这种方式成本较高，拥有全国及省级电视直播销售的牌照的企业较少，普通消费者难以参与其中，减弱了传播效果。

随着互联网的发展以及电子设备的更新迭代，移动互联网使得电商直播进入了黄金发展期。主播通过才艺展示、聊天互动等方式分享个人体验，注重优质内容生成，成为相关领域的疫情之下，直播不仅是民众在家的一种娱乐方式更成为复工复产重要工具。

In recent years, China's e-commerce has developed rapidly, and the total amount of transactions has increased. However, the customer acquisition cost of traditional e-commerce has gradually risen, and with the development of new technologies, online e-commerce has gradually expanded into new areas, and group services, live streaming with goods, and virtual experiences have empowered e-commerce platforms.

Traditional shopping live broadcasts are mainly based on television and radio, and attract consumers to buy by showing to the audience and promoting the host on the spot. However, the cost of this method is higher, and there are fewer enterprises with national and provincial tv broadcast sales licenses, which makes it difficult for ordinary consumers to participate, weakening the communication effect.

With the development of the Internet and the updating and iteration of electronic devices, the mobile Internet has made e-commerce live broadcasting enter a golden period of development. Anchors share personal experiences through talent display, chat interaction, etc., pay attention to high-quality content generation, and become an epidemic in related fields, live broadcasting is not only an entertainment method for people at home, but also an important tool for resuming work and production.

然而，直播电商飞速发展的同时也产生了一系列问题，退换货频率远远高于传统网上购物退换货频率，影响了社会大众对直播带货的态度与看法。消费者冲动性购买行为往往会给企业和消费者自身带来许多问题，因此，需要加强对直播经济下消费。

However, the rapid development of live e-commerce has also produced a series of problems, and the frequency of return and exchange is much higher than that of traditional online shopping, which affects the attitude and perception of the public on live streaming. Consumer impulse buying behavior often brings many problems to enterprises and consumers themselves, so it is necessary to strengthen consumption under the live broadcast economy.

03绪论—研究意义

实践意义上来看，直播经济不再只是立足于粉丝营销下的网红经济，随着人们消费意识和消费能力的不断提高，人们将情感和商品价值放在同等重要的地位，以应对网络购物模式的新发展。另一方面，直播电商退货率屡创新高，甚至达到了普通电商退货率的两倍以上。究其原因，除了虚假宣传和恶意刷单之外，消费者的冲动性消费发挥了重要作用，因此需要加强对冲动性消费影响机制的研究，从而引导直播电商健康发展。

In a practical sense, the live broadcast economy is no longer just based on the internet celebrity economy under fan marketing, with the continuous improvement of people's consumption awareness and consumption ability, people put emotions and commodity value in an equally important position to cope with the new development of online shopping models. On the other hand, the return rate of live e-commerce has repeatedly reached a new high, and even reached more than twice the return rate of ordinary e-commerce. The reason is that in addition to false publicity and malicious brushing, consumers' impulsive consumption has played an important role, so it is necessary to strengthen the research on the impact mechanism of impulsive consumption, so as to guide the healthy development of live e-commerce.

04绪论——研究创新

第一，研究视角与以往相比有所创新，分析预期后悔消极情感对消费者冲动性购买行为的影响。

第二，探索权力感在消费者行为领域的不同表现，立足于情境聚焦理论对权力感知的影路径展开进一步研究，进一步说明在发生冲动性购买意愿之后，权力感对预期后悔和感知价值的双中介机制产生的调节作用，有利于完善权力感知对冲动性购买行为的理论研究。

First, the research perspective is innovative compared with the past, analyzing the impact of negative emotions of expected regret on consumers' impulsive purchasing behavior.

Second, to explore the different manifestations of the sense of power in the field of consumer behavior, based on the situational focus theory on the shadow path of power perception to carry out further research, further illustrate the regulatory effect of power sense on the dual intermediary mechanism of expected regret and perceived value after the occurrence of impulse purchase willingness, which is conducive to improving the theoretical research of power perception on impulsive purchase behavior.

END

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参考资料：谷歌翻译;

参考文献：闫建钢. 直播电商营销特性对消费者冲动性购买行为影响研究[D].河北经贸大学, 2021.

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