异国情调的诱惑:文化距离如何影响跨境直播商业的消费者行为
Yongqing Yang1, Wei Guo1, Hui Jiang1
1School of Management Science and Engineering, Shandong Technology and Business University, Yintai, China.
Acta psychologica
|January 28, 2026
概括
跨境直播中的文化距离通过感知到的新奇性驱动购买意图. 文化认同进一步增强了这种效果,为全球电子商务营销策略提供了洞察力.
科学领域:
- 消费者行为 消费者行为
- 跨境电子商务 跨境电子商务
- 文化心理学 文化心理学
背景情况:
- 跨境直播呈现出文化差异,影响消费者行为.
- 感知到的新奇性和文化距离对购买意图的影响需要进一步阐明.
- 现有的研究缺乏对文化因素和消费者行为在直播商业中的相互作用的全面理解.
研究的目的:
- 调查文化距离,文化新和文化认同如何影响跨境直播中的购买意图.
- 检查文化新在文化距离和购买意图之间的关系中扮演的媒介角色.
- 探索文化认同对文化新和购买意图之间的联系的温和作用.
主要方法:
- 通过问卷收集数据.
- 结构方程建模 (SEM). 结构方程建模.
- 多重回归分析. 多重回归分析.
主要成果:
- 文化距离显著影响购买意图,文化新性为媒介.
- 文化距离维度之间的第二级和第三级交互效应在很大程度上影响了文化新性.
- 文化认同积极调节文化新和购买意图之间的关系.
结论:
- 文化新性是文化距离对跨境直播购买意向的影响的一个关键媒介.
- 了解文化距离的复杂相互作用对于预测文化新性至关重要.
- 文化认同在塑造消费者对直播商业新事物的反应中发挥着重要作用,为营销策略提供了信息.
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