Research On The Impact Of E-commerce Live Streaming "keeping Secrets" On Impulse Buyin

In recent years,with the rapid development of online live streaming & shopping,live streaming shopping has become a consumption choice for many people.In just a few years,one sales miracle after another has been created.On October 20,2021,Li Jiaqi created a myth of 10.653 billion yuan in live broadcast sales.As the most important part of e-commerce livestreaming,e-commerce anchors not only provide consumers with the role of introducing and recommending products,but also play a role in promoting and selling brands.E-commerce livestreaming is different from online sales in the general sense.With its own unique sales skills and sales methods,it has become a solid bridge between products or brands and consumers.The continuous updating of consumer groups also represents a change in consumer values??and demands.The traditional one-to-one promotion sales presentation method can no longer satisfy the current consumer groups.In the new era,consumers are more pursuing product display and service presentation methods with a sense of immersion,experience,presence and entertainment.The emergence of e-commerce livestreaming has undoubtedly successfully made up for the shortcomings of the original traditional sales methods,stimulated consumers’ cognitive and emotional thresholds to the greatest extent,and satisfied consumers’ diversified shopping needs,so they are very popular.E-commerce anchors are favored by brands because of their strong business performance.Due to the continued popularity of e-commerce livestreaming,coupled with the impact of the new crown epidemic and the introduction of dual cycles,a large number of e-commerce livestreaming have poured into the live broadcast market,resulting in a surge in e-commerce anchors in the short term,which in turn leads to intensified market competition.E-commerce anchors’ "Sale Ganzi" in the live streaming process is an important sales method and strategy in live streaming marketing.It can arouse consumers’ positive expectations and value cognition of products or services,so that consumers have the desire to buy.However,there is still a lack of existing research on this emerging research phenomenon.Academic research on e-commerce livestreaming mostly focuses on the marketing strategies and future development directions of their e-commerce platforms,or studies the perceptions that e-commerce anchors give consumers during the overall live streaming process,but not on their specific marketing behaviors and marketing processes.Through in-depth research on the "Sale Ganzi" of e-commerce livestreaming,it will not only help to understand why e-commerce anchors are successful,but also effectively guide them to better serve customers,and ultimately help e-commerce companies or platforms to obtain higher profits.Therefore,as far as the current reality is concerned,in-depth research on the "Sale Ganzi" of e-commerce livestreaming is imminent,and impulse buying behavior in live streaming shopping is relatively important.Based on this,the research on the mechanism of action of e-commerce live streaming "Sale Ganzi" on consumers’ impulse buying behavior has significant theoretical and practical significance.To sum up,this article will focus on the mechanism of e-commerce live streaming "Sale Ganzi" on consumers’ impulse buying behavior,and conduct an in-depth analysis of its internal mechanism,mainly to answer three questions:(1)In the context of e-commerce live streaming,What is the "selling key" of e-commerce anchors,and what are the specific manifestations?(2)What are the factors that affect the impulse purchase of consumers in the process of e-commerce live streaming "Sale Ganzi",and what are the action paths?(3)Is there a result of different configurations in the impact of e-commerce live streaming "Sale Ganzi" on impulse buying? To this end,this paper firstly sorts out,summarizes and summarizes related theories such as uncertainty theory,performance theory and signal theory,as well as related research literature on e-commerce live streaming,consumers’ internal state(sense of value and expectation),and consumer impulse buying.In conclusion,the literature basis for the mechanism of the effect of e-commerce live streaming "Sale Ganzi" on consumers’ impulse purchases is clarified.Secondly,based on the grounded theory research method,this paper explores the research subject of the article,relies on a large number of original interview data for coding analysis,obtains a new concept in the research context of this paper,and constructs the concept model and structure of e-commerce live streaming "Sale Ganzi" dimensions(prediction blur,suspense setting and surprise creation),through in-depth excavation of the content of interview materials and existing related literature,the hypothesis of the role relationship between various factors is obtained.The specific content includes the three dimensions of e-commerce live streaming "Sale Ganzi" influence consumption hypothesis of the relationship between consumers’ internal state,relationship hypothesis of consumer’s internal state affecting their impulse buying,relationship hypothesis of the mediating role of consumers’ internal state in e-commerce live streaming "Sale Ganzi" affecting consumers’ impulsive purchase,relationship strength in e-commerce live streaming "Sale Guanzi" affects four aspects of the moderating relationship hypothesis in the process of impulse buying,and finally constructs the relationship hypothesis model of this study.Finally,in the process of making empirical research on theoretical models and relational assumptions,the following work has been completed:(1)The concept and key dimensions of the live streaming "Sale Guanzi" have been defined,and a high reliability and validity model has been developed.The e-commerce live streaming "Sale Guanzi" measurement scale,and on this basis,the mechanism model and related assumptions of the effect of e-commerce live streaming "Sale Guanzi" on consumers’ impulse purchases are designed.(2)The whole process of empirical research is designed in a more detailed way,and it is explained in detail how to choose the methods and methods of empirical research and the process of collecting survey sample data,which lays the foundation for the subsequent empirical analysis work to a certain extent.(3)Relying on relevant statistical analysis software to process the sample data: first,analyze the distribution characteristics of the sample data,and make a preliminary judgment on the changes between variables;second,use qualitative and quantitative methods such as Delphi method and factor analysis The reliability and validity of the scale were tested;thirdly,regression analysis and bootstrap method were used to test the theoretical model and hypothesis in this paper;finally,the qualitative comparison set method was used to analyze the different configuration antecedents of impulse buying.In summary,this paper draws the following conclusions:First,e-commerce live streaming "Sale Ganzi" refers to the fact that e-commerce anchors(enterprises)deliberately slow down the rhythm to delay user needs and deliberately add one or more procedures for the places where the interests of users are relevant in the process of live streaming and delivery,so as to attract users and improves focus and,ultimately,a positive emotional response.It has the following characteristics: not directly giving you the information or product you want,stopping or delaying at important joints,and finally allowing users to have a positive emotional response.It includes three dimensions: preannouncement fuzzy,suspense setting and surprise creation.Among them,preannouncement fuzzy refers to that before the official launch of e-commerce live streaming products,the anchor(enterprise)makes a vague preview of the information about the upcoming live streaming to stakeholders through social media,namely All or part of the relevant information is deliberately hidden in the notice.The suspense setting means that in the process of the host(enterprise)live streaming,the process is delayed by suppressing or delaying the places that the user cares about,so as to improve the user’s interest and attention.Surprise creation means that in e-commerce livestreaming,the host(enterprise)can provide products and services that satisfy or unexpected consumers in a timely manner according to user needs,and can generate positive emotional reactions from users.Second,it confirms the direct relationship hypothesis that e-commerce live streaming "Sale Ganzi" affects consumers’ internal state,and consumers’ internal state affects impulse purchases.The results show that: the vagueness of notice,the setting of suspense and the creation of joy all have a significant positive effect on consumers’ expectations.Both the ambiguity of notice and the setting of suspense have a significant positive effect on consumers’ sense of value.Both the sense of expectation and the sense of value have a significant positive effect on consumers’ impulse purchases,but the positive effect of the sense of expectation on impulse purchases is stronger than that of the sense of value.Third,it confirms the mediating role of consumers’ internal state in the relationship between the influence of e-commerce live streaming "Sale Ganzi" on impulse purchases.This study followed the test steps of Wen Zhonglin and Ye Baojuan(2014)and the bootstrap method to test the hypothesis of the mediating relationship between sense of value and sense of expectation.The results show that sense of value and expectation play a mediating role in the relational effects of vague prediction,suspense setting and surprise creation on consumers’ impulse purchases.For the relational logic of vague forecast → value/expectation → impulse purchase,value/expectation plays a partial mediating role,in which the mediating effect of value is 0.16,and the mediating effect of expectation is 0.29.Similarly,for the relationship logic of suspense setting→sense of value/expectation→impulse purchase,the mediating effect of sense of value/expectation is 0.22/0.42 respectively;for surprise creation→sense of value/expectation→impulse purchase In the relationship logic,the mediating effect of sense of value/expectation is 0.19/0.62,respectively.Fourth,it confirms the moderating effect of relationship strength in the relationship between e-commerce live streaming “Sale Ganzi” and consumers’ sense of value and expectation,and further verifies that relationship intensity moderates the mediation of consumers’ sense of value and expectation in the whole model.mediation effect.Relationship strength positively moderates the effects of ambiguity and suspense settings on perceived value.At the same time,relationship strength negatively moderates the effects of preannouncement fuzzy,suspense setting and surprise creation on anticipation.At the same time,the relationship strength also moderated the mediating role of the sense of value/expectation in the relationship between e-commerce live streaming "Sale Ganzi" and impulse buying.With the increase of relationship strength,the mediating role of anticipation in the relationship between preview ambiguity/suspense setting/surprise creation and impulse buying gradually weakened.Fifth,it further explained the five configurational antecedents of impulse buying as the outcome variable,which are:(1)presence of ambiguity and suspense setting,absence of surprise creation as core conditions,and existence of relationship strength and sense of value(edge conditions);(2)The existence of ambiguity,surprise creation and relationship strength,the absence of sense of value and expectation are the core conditions,and the suspense setting exists in the preconditions(edge conditions);(3)The existence of ambiguity,the creation of surprise and the existence of relationship strength,the suspense setting and the sense of value Absence is the core condition,and there is a sense of expectation(edge condition);(4)The forecast is vague,the relationship strength,sense of value and anticipation are the core conditions,and the existence of suspense setting is the marginal condition;Create absence as a core condition.Although this paper has created a new marketing concept of "Sale Ganzi" in e-commerce livestreaming,it has certain theoretical contributions to the literature of live streaming marketing,and also has good practical inspiration for the practice of live streaming e-commerce.There are still many deficiencies in the research on the current topic,mainly in the understanding of situational factors.This article researches and explores the selection of e-commerce livestreaming based on the current mainstream types of e-commerce anchors on live streaming platforms.Do some cross-border e-commerce anchors have the effect described in this article?Secondly,for empirical research,the research samples should be as objective as possible,but the control variables in this paper are biased to a certain extent,and most of the research samples come from East China.Therefore,in the following research,this paper will maximize the consideration of scenario factors and samples,and try to conduct field experiments to improve the objectivity of the research.