直播间话题与色调对购买意愿的交互效应
Interactive Effects of Live Streaming Topic and Tone on Purchase Intentions

本研究深入分析了电商直播间背景色调与主播讨论话题类型之间的交互作用对消费者决策过程的影响，并验证了这一交互效应在促进消费者购买意愿中的关键作用。研究针对有过直播购物经历的消费者发放问卷，获得278份问卷，分析得出结论，直播间背景色调作为氛围线索的一部分，与主播的话题类型相结合，共同作用于消费者的购买意愿。此外，研究还探讨了心流体验在直播间消费者行为意愿形成中的中介作用，发现心流体验在话题类型与背景色调和购买意愿之间起到了部分中介作用。这些发现不仅为电商直播从业者提供了理论依据，还为企业直播营销策略提供了新的视角和实际可行的建议，助力直播行业的持续发展和创新。
This study analyzes in depth the impact of the interaction between the background hue of e-commerce live streaming rooms and the type of topics discussed by the anchors on the decision-making process of consumers, and verifies the key role of this interaction effect in promoting consumers’ purchase intention. The study distributed questionnaires to consumers who have had live shopping experiences, obtained 278 questionnaires, and analyzed them to conclude that the live room background hue, as a part of the ambient cues, combined with the anchor’s topic type, acted together to promote consumers’ purchase intention. In addition, the study explored the mediating role of the mindstream experience in the formation of consumer behavioral intention in the live broadcasting room, and found that the mindstream experience played a partially mediating role between the topic type and the background hue and purchase intention. These findings not only provide a theoretical basis for e-commerce live streaming practitioners, but also provide new perspectives and practical and feasible suggestions for corporate live streaming marketing strategies, which help the continuous development and innovation of the live streaming industry.