直播电商中饥饿营销对消费者冲动购买行为的影响

饥饿营销在直播中应用非常广泛，但直播中饥饿营销影响消费者冲动购买因素的研究尚较缺乏。利用SOR（刺激-有机体-反应）理论构建结构方程模型，采用调查问卷的形式收集数据，并通过SPSS19.0和Amos 22对数据进行分析。研究表明：主播特质、在线评论、促销激励、促销数量限制对感知价值有显著正向影响；促销时间限制对感知价值的影响不显著；促销时间限制和促销数量限制对感知竞争性有显著正向影响；感知价值和感知竞争性对消费者冲动购买行为有显著正向影响。

The Impact of Hunger Marketing on Consumers'' Impulsive Buying Behavior in Live Streaming E-commerce

Hunger marketing is widely used in live streaming, but the research on how the application of hunger marketing strategies affects consumers'' impulsive purchasing behavior is lack.A structural equation model was constructed based on the SOR（stimulus-organism-response) theory, and data were collected through a questionnaire survey. Then, the collected data were analyzed using SPSS 19.0 and Amos 22 software.The results show that anchor characteristics, online reviews, promotional incentives, and promotional quantity restrictions have significant positive impacts on perceived value. However, promotional time restrictions do not have a significant impact on perceived value. Additionally, promotional time restrictions and promotional quantity restrictions have significant positive impacts on perceived competitiveness, and both perceived value and perceived competitiveness have significant positive impacts on consumers'' impulsive buying behavior.