The Impact of Live Streaming Impulse Buying on Apparel Consumers’ Return Behavior

为探究服装直播购物中退货率高的问题，提出一种基于SOR模型的直播退货影响因素分析方法。首先，以直播购物冲动消费因素和消费者退货行为为变量构建理论模型，并基于不同维度对直播冲动消费的因素进行划分。其次，运用问卷调查并开发服装直播退货行为测评量表。最后，应用AMOS结构方程模型进行路径分析和因子分析，研究各变量间内在影响关系。结果表明：服装直播各维度刺激因素均正向影响其退货行为，其中产品特性和商家服务对消费者退货行为影响最为显著，而主播特征和社会环境通过作用消费失调来影响退货行为。研究结果将为直播购物中消费者行为提供了新的研究视角，更为商家优化直播营销策略和提升客户满意度提供了重要的理论指引。In order to explore the problem of high return rate in clothing live shopping, an analysis method based on SOR model was proposed. First of all, a theoretical model is built with incentives for live shopping and consumer return behavior as variables, and the incentives for live consumption are divided based on different dimensions. Secondly, a questionnaire survey was used to develop an evaluation scale for the return behavior of clothing live streaming. Finally, AMOS structural equation model is used for path analysis and factor analysis to study the internal influence relationship between variables. The results show that all the stimulus factors of apparel live streaming have a positive impact on the return behavior, in which product characteristics and merchant services have the most significant impact on the return behavior of consumers, while the characteristics of anchors and social environment affect the return behavior through the effect of consumption imbalance. The research results will provide a new research perspective for consumer behavior in live shopping, and provide important theoretical guidance for merchants to optimize live marketing strategies and improve customer satisfaction.