在巨大的会议中利用悬念的力量:通过多理论心理框架解码调解途径和调节效应
Chi Thi Mai Vu1, Quy Duy Do2, Toan Cong Tran1
1Faculty of Commerce and Tourism, Industrial University of Ho Chi Minh City, Viet Nam.
Acta psychologica
|February 10, 2026
概括
现场直播电子商务策略,如预览模糊性,悬疑和快乐创造,显著提高冲动性购买行为. 这些策略通过增加感知到的稀缺性,好奇心和情绪激发来发挥作用,特别是当考虑价格感知时.
科学领域:
- 电子商务和消费者行为研究.
- 数字营销和在线销售策略.
- 在线环境中消费者决策的心理学.
背景情况:
- 现场直播电子商务的兴起,被称为"巨大的",带来了新的消费者参与动态.
- 让消费者保持悬念 (KCIS) 是影响知觉和行为的关键策略.
- 在这种情况下,关于将KCIS与冲动性购买行为联系在一起的具体机制的研究有限.
研究的目的:
- 研究KCIS策略 (预览模糊性,悬疑设置,快乐创造) 对冲动购买行为的影响.
- 检查感知稀缺,好奇心和情绪激发的调解作用.
- 分析价格观念对这些关系的抑制作用.
主要方法:
- 从508名越南消费者收集的数据,采用有目的的抽样.
- 使用SmartPLS软件进行结构方程建模 (SEM),用于数据分析.
- 对直接,调解和调节效应的实证研究.
主要成果:
- 预览模糊,悬疑设置和快乐创造积极影响感知到的稀缺性,好奇心和情绪兴奋.
- 感知到的稀缺性,好奇心和情绪激发调解了KCIS策略与冲动购买行为之间的联系.
- 价格感知显著缓解了好奇心,情绪激发和感知到稀缺的冲动性购买行为的影响.
结论:
- KCIS策略是直播电子商务中冲动购买行为的有效驱动因素.
- 了解心理调解者和价格感知作用对于优化销售至关重要.
- 为零售商提供可操作的见解,以提高消费者参与度和销售额.
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