电商直播营销的特点及优势（知识打卡71直播电商营销特性对消费者冲动性购买行为影响研究）

分享兴趣，传播快乐，增长见闻，留下美好。亲爱的您，

这里是LearingYard学苑！

今天小编为大家带来知识打卡（七十一）

欢迎您的用心访问！

本期推文阅读时长大约8分钟，请您耐心阅读。

Share interest, spread happiness, increase knowledge, and leave beautiful.

Dear you,

This is the LearingYard Academy!

Today, the editor brings you knowledge punch cards (71)

Welcome your visit!

This tweet usually takes about 8minutes to read. Please be patient and read.

电商直播营销的特点及优势（知识打卡71直播电商营销特性对消费者冲动性购买行为影响研究）(1)

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文献综述部分，我们本期将对文章的第五章结论与展望进行阅读。

Today, we will continue to study "Research on the impact of live e-commerce marketing characteristics on consumers' impulsive buying behaviour" written by Yan Jiangang scholars. Having read the literature review section of the article earlier, we will read Chapter 5 Conclusion and Prospect of the article in this issue.

02结论分析

电商直播营销的特点及优势（知识打卡71直播电商营销特性对消费者冲动性购买行为影响研究）(2)

直播电商的互动性优势和稀缺性感知往往会增加消费者的感知价值和预期后悔程度，增加消费者的购买欲望，消费者更容易受到预期后悔的影响，从而产生冲动性购买行为。高权力感者往往更注重商品的实际价值，高购物自信水平会导致消费者更容易产生购买行为。同时，高权力感者为了减少预期后悔程度，会倾向于采取行动，从而增加冲动性购买行为。

The interactive benefits and perceived scarcity of live e-commerce tend to increase consumers' perceived value and level of expected regret, increasing consumers' desire to buy, and consumers are more likely to be influenced by expected regret, leading to impulsive buying behaviour. High power perceivers tend to focus more on the actual value of goods, and high levels of shopping confidence can lead to consumers being more likely to make purchases. At the same time, those with a high sense of power will tend to take action in order to reduce the level of anticipated regret, thus increasing impulsive buying behaviour.

03实践启示

这篇文是基于实证的方法研究了直播电商对消费者冲动性构买的影响，指出消费者的预期后悔在其中发挥了较为重要的作用。但是在面对不通的消费者群体，消费者预期后悔的影响程度并不一样。消费者都会尽可能的去规避这种预期后悔，规避后悔的行为也会有所不同，比如高权力感知则会产生冲动购买，低权力的消费者则会放弃购买。

这篇文章产品从特性的角度分析了对消费者冲动购买的影响，但是企业改如何去结局的这种预期后悔造成的影响呢？这是目前需要去解决的问题。

This article is based on an empirical approach to investigate the impact of live e-commerce on consumers' impulsive buying, pointing out that consumers' expected regret plays a more important role in this. However, the degree of influence of consumers' anticipatory regret does not vary across different consumer groups. Consumers will try to avoid such anticipatory regret as much as possible, and the behaviour of avoiding regret will vary, for example, from impulse buying for high power perceptions to abandonment for low power consumers.

This article has analysed the impact of impulse buying from a product characteristics perspective, but how can companies end the impact of anticipatory regret? This is the question that needs to be addressed.

END

今天的分享就到这里了。

如果您对今天的文章有独特的想法，

欢迎给我们留言，

让我们相约明天，

祝您今天过得开心快乐！

That's it for today's sharing.

If you have a unique idea about today’s article,

Welcome to leave us a message,

Let us meet tomorrow,

I wish you a happy day today!

参考资料：谷歌翻译;