杨剑英;

• 1:漳州职业技术学院经济管理学院

摘要：

文章通过梳理相关文献成果，针对电商直播环境、直播行为、感知愉悦、感知唤醒、冲动型购买意愿等搜集对应量表，并提出对应假设；面向5所高等院校大学生发放在线调查问卷，将调研数据纳入到基于SOR框架所构建结构方程模型，验证假设合理性。从环境刺激到情感认知，用户交互、气氛烘托、内容创造、意见领袖、促销行为对感知愉悦和感知唤醒均存在显著的正向影响（P<0.05或P<0.01）；从情感认知到机体反应，感知愉悦对冲动型购买意愿存在显著正向影响（P<0.01）；但感知唤醒对冲动型购买意愿的影响不显著（P>0.05）。在传统电商迈向电商直播的情境转换过程中，大学生消费者更容易被刺激消费，形成强烈的情感反映，进而产生冲动购买意愿。

关键词： 电商直播;大学生;冲动型消费;购买意愿;影响因素

Abstract: This article distributed online survey questionnaires to college students from 5 universities, incorporating survey data into a structural equation model constructed based on the SOR framework to verify the rationality of the hypothesis. From environmental stimulus to emotional cognition, user interaction, atmosphere foil, content creation, opinion leader, and promotion behavior have significant positive effects on perceived pleasure and perceived arousal(P<0.05 or P<0.01); From emotional cognition to body response, perceived pleasure has a significant positive impact on impulsive purchase intention(P<0.01); However, the impact of perceptual arousal on impulsive purchase intention was not significant(P>0.05). In the process of transitioning from traditional e-commerce to live streaming, college student consumers are more likely to be stimulated to consume, forming strong emotional reactions, and thus generating impulsive purchasing intentions.

Keywords: E-commerce live streaming;college students;impulsive consumption;purchase intention;influence factor

基金项目: 2021年度福建省中青年教师教育科研项目：高质量发展视域下漳州市高校直播电商促进乡村振兴的长效机制研究（JAS21609）;; 2023年度漳州市哲学社会科学研究规划课题项目：电商直播大学生冲动型购买意愿的影响因素分析（LX23302004）

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