网红直播对中国女性消费者冲动性购买化妆品意愿的影响研究 ——基于 SOR 理论视角
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摘要
近年来网红直播带货已成为新兴的营销模式，直播间线上抢购易发生冲动性购买行为。本文以“SOR”营销刺激理论为基础，构建了电商网红对中国女性消费者冲动性购买意愿影响 机制模型，通过对 358 位在网红直播间冲动性消费的女性消费者的调查，使用相关分析和回归 分析方法对调查数据进行分析，发现电商网红对冲动性购买化妆品意愿有显著正向影响，电商 网红对消费者情绪有显著正向影响，消费者情绪对冲动性购买意愿有显著正向影响，且消费者 情绪在电商网红与冲动性购买意愿之间起到完全中介作用，消费者信任在电商网红与冲动性购 买意愿之间起到调节作用。在网红直播情境下，电商平台可以通过加大折扣力度、提升主播能 力、调动直播间氛围、增加粉丝互动等方式，使女性消费者处于高愉悦高唤起的情绪下，有利 于消费者后续冲动性购买决策的执行，为电商企业的营销管理提供了相应的建议。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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