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Factores que afectan el comportamiento de compra impulsiva en el contexto de la transmisión en vivo de comercio

En Xiao¹, Chang Su¹, Li Lu²

¹Financial Planning Department, Beihua University, 3999 East Riverside Road, Jilin, 132000, China.

Acta psychologica

|January 6, 2026

Resumen

Las características del contenido de transmisión en vivo impulsan significativamente la compra impulsiva al influir en las emociones del consumidor. Estrategias como mejorar la profesionalidad y la interactividad pueden aumentar las compras impulsivas en el comercio electrónico.

Área de la Ciencia:

Comportamiento del Consumidor; Comercio Electrónico; Psicología

Sus antecedentes:

La compra impulsiva es común en el comercio electrónico de transmisión en vivo, impulsada por necesidades hedónicas.
El marco de Estímulo-Organismo-Respuesta (S-O-R) es aplicable para comprender este comportamiento.

Objetivo del estudio:

Modelar cómo las características del contenido de transmisión en vivo influyen en la compra impulsiva.
Investigar el papel mediador del placer y la excitación en esta relación.

Principales métodos:

Se utilizó Modelado de Ecuaciones Estructurales (SEM) con bootstrapping.
Los datos se recopilaron de 263 encuestados en un contexto de comercio electrónico de transmisión en vivo.

Principales resultados:

Las cinco características de contenido probadas (liderazgo de opinión, profesionalismo, entretenimiento, interactividad, intensidad promocional) influyeron positivamente en las intenciones de compra impulsiva.
El placer y la excitación mediaron parcialmente el vínculo entre las características del contenido y la compra impulsiva.

Conclusiones:

Las características del contenido de transmisión en vivo desencadenan eficazmente respuestas emocionales que conducen a compras impulsivas.
La integración de factores emocionales en los modelos de compra es crucial para el comercio electrónico de transmisión en vivo.

Palabras clave:

Excitación Entretenimiento Compra impulsiva Interactividad Líderes de opinión Placer Profesionalismo Promoción Teoría S-O-R

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