The Impact Of Webcast Marketing On Consumer Impulse Spending: The Mediating Role Of Perceived Risk

With the rise and standardization of webcast marketing,more and more merchants and farmers are promoting their products along the network cable,and consumers are gradually getting used to knowing commodity information and shopping through webcast marketing platforms.The time consumers do the shopping decision is greatly shortened,and impulse consumption is also increasing.So,does webcast marketing affect consumers' impulsive consumption? If so,what is its path of influence?This research starts from an empirical point of view of the live web marketing situation,combines previous research and observations in life to explore consumer impulsive consumption.The study uses a combination of experimental method and questionnaire method to design two experiments,and analyze the data through SPSS26.0 and Process plug-in.Study 1 collected data from 204 subjects through online experiments.After viewing the materials,the subjects filled out a questionnaire to explore the impact of live web marketing on impulsive consumption,and compared traditional graphic marketing and web live marketing.The impact of methods on perceived risk and impulsive consumption,and explore the role of perceived risk in marketing methods and impulsive consumption.The results show that live webcast marketing has significantly caused consumers to consume impulsively.Compared with graphic marketing methods,webcast marketing methods are more likely to cause impulsive consumption by consumers,and perceived risk plays a part of the intermediary role between marketing methods and impulsive consumption.On the basis of study 1,study 2 collected data from 328 subjects,selected specific factors in live webcast marketing-the number of likes to impulse consumption for specific research,and explored the influence path of perceived risk and trust.The results show that the number of likes directly affects impulsive consumption.Perceived risk and trust play a chain-like intermediary role between the number of likes and impulsive consumption,and trust plays a partial intermediary role between the number of likes and impulsive consumption.Finally came to the following conclusions:(1)Online live broadcast marketing will cause consumers to consume impulsively;compared to graphic marketing,live online marketing is more likely to cause consumer impulsive consumption.(2)Consumers' perceived risks are obviously different in different marketing methods: under the online broadcast marketing mode,consumers' perceived risk is lower than that of graphic marketing,and consumers' impulse consumption is higher.(3)The number of likes in live webcast marketing has an impact on impulsive consumption.The number of likes has a direct impact on impulse consumption: the higher the number of likes,the higher the impulse consumption of consumers;In addition,the number of likes affects impulse consumption through trust: the higher number of likes,the higher the trust of consumers,thus leading to higher impulse consumption;Finally,the number of likes also influences impulse consumption through perceived risk and trust: the higher the number of likes,the lower the perceived risk of consumers,the higher the trust,and the higher the impulse consumption of consumers.Therefore,it enlightens the merchants to pay attention to the number of likes and guide the thumb up in the online live broadcast marketing;it enlightens webcast marketing platforms to strengthen management,reduce consumer risks,and enhance consumer trust;It enlightens consumers to understand the goods from multiple dimensions,improve risk awareness and protect their legitimate rights and interests.