叙事化旅游直播驱动冲动消费机制研究:基于SOR模型和情绪价值中介效应
Research on the Mechanism of Impulsive Consumption Driven by NarrativeTourism Live Streaming: Based on the SOR Model and the Mediating Effect ofEmotional Value
作者:任然1，申玲彩2，曹妁妁1，刘雯1(1.天津农学院经济管理学院,天津300392;2.中汽数据(天津)有限公司,天津300393)
[摘要]:研究基于刺激-机体-反应(SOR)理论和情绪评价理论，构建了一个被调节的中介模型，旨在探究叙事化旅游直播影响冲动消费的内在机制。通过对165名具有旅游直播观看经历的用户进行问卷调查，采用结构方程模型和Bootstrap法进行数据分析。研究结果表明:叙事化旅游直播通过情绪价值对冲动消费产生显著影响，其中情绪价值承担完全中介作用(总中介效应为68.3%)。在情绪价值的三个维度中，期待感的中介效应最为突出(占比51.4%)，显著高于愉悦感(31.4%)和归属感(17.2%)。本研究从情绪传导视角揭示了叙事化直播驱动消费决策的内在过程，不仅丰富了直播电商领域的理论框架，也为旅游企业的精准营销实践提供了重要启示。
[关键词]: 叙事化旅游直播;冲动消费;情绪价值;SOR理论
[Abstract]: Based on the Stimulus-Organism-Response (SOR) theory and the theory of emotionalevaluation, a regulated mediating model was constructed to explore the internal mechanism by whichnarrative-based tourism live streaming affects impulsive consumption. Through a questionnaire surveyof 165 users who had experienced watching tourism live streaming, data analysis was conducted usingthe structural equation model and the Bootstrap method. The results showed that narrative-basedtourism live streaming significantly affects impulsive consumption through emotional value, withemotional value playing a complete mediating role (total mediating effect of 68.3%). Among the threedimensions of emotional value, the mediating effect of anticipation was the most prominent(accounting for 51.4%), significantly higher than that of pleasure (31.4%) and belonging (17.2%). Thisstudy reveals the internal process by which narrative-based live streaming drives consumptiondecisions from the perspective of emotional transmission, enriching the theoretical framework in thefield of live streaming e-commerce and providing important insights for the precise marketingpractices of tourism enterprises.
[Key Words]: Key Words] Narrative-based tourism live streaming; Impulsive consumption; Emotional value; SORtheory
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