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本研究探讨直播电商平台中消费者重复购买意愿的影响因素。基于刺激-反应-有机体（SOR）理论，从技术特性、临场感和用户满意视角构建理论模型。通过在线问卷搜集301份有效工作群体样本，利用PLS-SEM验证所提出的假设与模型，并通过模糊集定性比较分析（fsQCA）对不同技术特性的组合效应进行组态分析。SEM的结果显示，直播电商平台的技术特性（生动性、即时性和真实性）均显著影响消费者的临场感；临场感则通过用户满意对消费者重复购买意愿发挥完全的中介作用。而fsQCA的结果则显示，真实性是影响直播电商消费者临场感产生的核心因素。
Abstract：This study aims to explore the factors affecting the consumers' repurchase intention in thelivestreaming e-commerce. Based on the Stimulus-Organism-Response(SOR) theory, a theoretical model is constructed from the perspective of technology features, presence and user satisfaction. 301 valid data from workinggroup respondents were collected via an online questionnaire, and the proposed hypotheses and model were tested using PLS-SEM. Additionally, fsQCA was employed to examine the configurational effects of different technology features combinations. Results from SEM show that technology features of livestreaming ecommerce platform, i. e., vividness, immediacy and realness, significantly influence consumers' presence. Presence exerts a full mediating effect on consumers' repurchase intention through user satisfaction. And results from fsQCA reveal that realness is the key factor affecting the formation of consumers' presence.
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基本信息:
DOI：10.15886/j.cnki.hnus.202310.0119
中图分类号:F724.6;F713.55
引用信息:
[1]甘春梅,明昕宇,邱智燕.直播电商环境下消费者重复购买意愿的影响因素研究——基于SEM和fsQCA的分析[J].海南大学学报(人文社会科学版),2025,43(06):128-137.DOI:10.15886/j.cnki.hnus.202310.0119.
基金信息:
国家社会科学基金一般项目（21BTQ064）