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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.
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Received: 21 August 2018
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