现场直播商业中的叙事策略:主持人讲故事,沉浸和冲动购买
Mengdi Wang1, Wenjing Zhang2, Yanxia Li3
1Harbin Institute of Technology Weihai, Weihai, China.
Frontiers in psychology
|February 6, 2026
概括
现场直播的主持人直播.
科学领域:
- 电子商务和消费者行为研究.
- 数字营销和沟通研究.
背景情况:
- 现场直播主机在电子商务中至关重要,但其叙述技术尚未得到充分理解.
- 了解主持人叙述是解释在直播中消费者冲动购买的关键.
研究的目的:
- 开发和测试一个框架,分析直播主持人叙述如何影响冲动购买行为.
- 确定特定的叙述策略,推动消费者在现场电子商务活动期间购买.
主要方法:
- 对主机叙述进行探索性文本分析,以提供概念模型的信息.
- 使用结构方程建模 (SEM) 和模糊集定性比较分析 (fsQCA) 的确认阶段,有398个用户响应.
- 测试叙述元素对冲动购买行为的影响.
主要成果:
- 情感上的说服力,叙事的存在和沉浸力与冲动购买有显著的相关性.
- 交互式参与,时间压力和准确性对购买产生了取决于背景的影响.
- 确定了影响消费者行为叙述因素的关键配置.
结论:
- 现场直播主持人叙述显著影响冲动购买.
- 诸如情感吸引和沉浸式讲故事等策略始终有效.
- 灵活地调整叙述策略以适应消费者和情境环境对于电子商务的成功至关重要.
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