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电商直播已经成为促进旅游消费和营销推广的重要手段,但旅游电商直播的研究才刚刚起步,对于旅游消费者在电商直播中的购买行为仍缺乏研究。本研究聚焦旅游电商直播情境,旨在探索电商直播中的准社交互动是否会影响旅游消费者的冲动购买,并引入任务复杂性和感知信息量探究其影响机制。本研究面向旅游电商直播的消费者开展问卷调查,回收有效问卷516份进行数据分析。结果表明:旅游电商直播的准社交互动对消费者冲动购买具有积极影响,同时对任务复杂性具有消极影响;旅游电商直播的任务复杂性对消费者的冲动购买具有负向影响;旅游电商直播的准社交互动对感知信息量具有正向影响,而感知信息量对冲动购买产生积极影响;旅游电商直播的任务复杂性和感知信息量在准社交互动对冲动购买的影响过程中具有中介作用。研究有助于拓展旅游电商直播的相关研究,并对提升旅游电商直播的效益具有一定启示。
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①数据来源:《中国电子商务报告2022》,中华人民共和国商务部官网,http://dzsws.mofcom.gov.cn/article/ztxx/ndbg/202306/20230603415404.shtml,发文日期:2023年6月9日,引用日期:2023年8月1日。
基本信息:
中图分类号:G206;F724.6;F592;F713.55
引用信息:
[1]王磊,王学基.互动创造消费:旅游电商直播情境下冲动购买的影响机制[J].西南民族大学学报(人文社会科学版),2023,44(12):132-142.
基金信息:
浙江省教育厅一般科研项目“新型数字文化消费对MZ世代接受宁波时尚产品的影响研究”(Y202249022); 浙江省软科学一般项目“数字技术赋能乡村农旅融合发展的作用机制、效应评估与优化路径研究”(2024C35004)阶段性成果
2023-12-10
2023-12-10