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中国直播销售情境下消费者冲动购买的影响因素研究
Research on the Influencing Factors of Consumers' Impulse Purchase in the Context of China Live Streaming Sales
중국직파소수정경하소비자충동구매적영향인소연구
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- 발행기관
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) 바로가기
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- 간행물
- Journal of China Studies KCI 등재 바로가기
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- 통권
- 제25권 2호 (2022.06)바로가기
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- 페이지
- pp.25-52
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- 저자
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- 언어
- 중국어(CHI)
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- URL
- https://www.earticle.net/Article/A415059
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6,700원
원문정보
초록
- 영어
- The commodity is sold in the way which changes with the development of the times. The Chinese government vigorously supports the live streaming industry with the continuous impact of COVID-19 on the national economy and in order to stimulate consumption and speed up the domestic economic cycle. With the popularity of the live streaming industry and the stimulation of economic benefits, live streaming sales has become a new outlet for China's commodity sales. Although the live streaming sales is affected by factors such as price, the main reasons affecting consumers' sensory cognition are not only the commodity itself, but also the live streamer and users participating in the live streaming. Therefore, in live shopping, the interaction between the streamer and users, the one between users, and the perceived entertainment of the live streaming environment are particularly important. Based on the existing literature, this study integrates the factors that have significant impacts on online purchase intention and impulse purchase behavior, and uses the perceived value as an intermediary variable to verify the influence relationship between each factor and impulse purchase. In addition, on this basis, this study adds a time pressure factor and a conformity tendency factor to verify the impact mechanism of time pressure and conformity tendency on consumers' impulse purchase in the live shopping environment. Taking S-O-R theory as the research model, this study divides the characteristics of live streaming sales into trust, Product Discount, online interaction, perceived entertainment, time pressure and conformity tendency as the influencing variables of consumers' impulse purchase, and verifies whether the perceived value has the intermediary effect in trust, Product Discount, online interaction, perceived entertainment, time pressure and impulse purchase. Through data analysis, the study proves that trust, Product Discount, perceived entertainment, time pressure and conformity tendency have significant impacts on consumers' impulse purchase behavior in the context of live streaming sales. In addition, the perceived value has a direct intermediary effect between trust and impulse purchase behavior, and has a partial intermediary effect between perceived entertainment, time pressure and impulse purchase behavior.
목차
Abstract
1. 前言
2. 文献综述与假设提出
2.1 信任
2.2 商品优惠
2.3 在线互动
2.4 感知娱乐性
2.5 时间压力
2.6 从众倾向
2.7 感知价值
3. 研究方法与问卷设计
3.1 研究方法
3.2 问卷设计
4. 数据分析结果
4.1 样本的人口特征统计分析
4.2 信效度分析
4.3 验证性因子分析
4.4 假设验证分析
4.5 中介效果检验
5. 结论
5.1 研究结果
5.2 研究贡献
5.3 管理启示
5.4 研究局限性和未来研究方向
参考文献
키워드
Live streaming sales Trust Product Discount Online interaction Perceived entertainment Time pressure Conformity tendency Perceived value Impulse purchase저자
간행물 정보
발행기관
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- 발행기관명
- 부산대학교 중국전략연구소(구 부산대학교 중국연구소) [Institute of China Strategy]
- 설립연도
- 2006
- 분야
- 사회과학>사회복지학
- 소개
- 본 연구소의 설립을 통해 우선 한중 양국 국민의 상호이해와 교류증진을 위한 인문, 사회과학적인 연구는 물론이고, 이를 통해 기업(인)이 중국에 안정적인 정착과 교류를 할 수 있는 각종 환경을 조성하고자 한다. 게다가 본 연구소는 기존의 연구소의 기능과는 달리 단순한 학술 교류에 머물지 않고 인적 교류를 통해 양국관계의 이해를 증진하고 나아가 한국과 중국의 각종 프로젝트를 적극 유치, 개발함으로써 지속적으로 재원의 창출을 도모하고자 한다.
간행물
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- 간행물명
- Journal of China Studies
- 간기
- 계간
- pISSN
- 1975-5902
- eISSN
- 3022-5590
- 수록기간
- 2006~2026
- 등재여부
- KCI 등재
- 십진분류
- KDC 912 DDC 951
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