Abstract Based on the “S-O-R” model, this study constructs a moderated mediation model to examine the influence of atmosphere clues on impulse purchase intention, and the mechanism of flow experience and Zhong-Yong thinking. Through a survey of 681 online live consumers, the results are as followings: The atmosphere cues have significant positive effects on impulsive purchase intention. The atmosphere cues have significant positive effects on the flow Experience. The flow experience has a significant positive impact on impulse purchase intention, and the flow experience plays a partial mediating role between atmosphere cues and impulsive purchase intentions. The Zhong-Yong thinking in the relationship between the flow experience and impulsive purchase plays a negative role in regulation, namely the higher the Zhong-Yong thinking, the weaker promotion role played by the flow experience in impulsive purchase. Further, the Zhong-Yong thinking regulates the mediating effect between the atmosphere cues and impulsive purchase intentions.
GONG Xiaoxiao,YE Zuoliang,WU Yuping等. Research on the Influencing Mechanism of Atmosphere Clue on Impulse Purchase Intention in Live Streaming Context[J]. Chinese Journal of Management, 2019, 16(6): 875-.
