随着网络通信技术的发展与普及，人们的消费习惯发生转变，线上商铺购买逐渐成为主流消费渠道之一。心流体验对顾客感知利得及购买意愿起到重要的影响作用，而目前学术界对心流体验于购买意愿及感知利得的研究甚少。故本研究以品牌定制直播带货模式为例，探究心流体验对顾客感知利得及购买意愿的影响。本文在研究方法上采用文献综述法、问卷调查法，以观看品牌定制直播带货的用户为研究对象，结合心流体验与顾客感知利得及购买意愿的相关理论为依据，分析品牌定制直播带货环境与发展状况，通过问卷设计与调查的方式收集数据，运用SPSS24.0软件对收集到的数据进行统计分析和模型验证，探讨品牌定制直播带货心流体验的四个维度：专注感、愉悦感、交互性、远程临场感，对顾客感知利得及购买意愿呈显著的正相关影响，并在此基础上提出相关建议。

关键词：直播带货、心流体验、购买意愿、感知利得

With the rapid development of network communication technology, the consumption habits of consumer have changed, and online shopping has gradually become one of the mainstream consumption channels. Flow experience plays a key role in consumer's perceived benefits and purchase intention. However, the relationship between flow experience and purchase intention have paid less intention from researchers. Thus, the research takes the brand customized live commerce mode as an example to explore the impact of flow experience on customers' perceived benefits and purchase intention. The data are collected through questionnaire, and the result shows that four dimensions of brand customized live streaming experience, namely, concentration, pleasure, interactivity and remote presence are significantly and positively impact on customers’ perceived benefits and purchase intention.

Keywords: Live Commerce, Flow Experience, Perceived Profits, Purchase Intention