The Impact Of E-Commerce Live Streaming On Consumers' Impulse Buying Behavior

E-commerce live streaming is a business model based on live streaming and ecommerce.In recent years,the vigorous development of e-commerce live streaming has brought new opportunities for the development of traditional e-commerce.In the context of e-commerce live streaming,consumers' purchasing behavior has changed.The stimulation of many factors makes consumers more likely to make impulse purchase behavior,and the occurrence of impulse purchase behavior plays an important role in sales promotion.There are few studies on impulse buying behavior in the context of e-commerce live streaming.Therefore,this paper discusses the impact of consumer impulse buying behavior in e-commerce live streaming,aiming to enrich the existing theoretical research,and provide constructive guidance and suggestions for ecommerce live streaming practitioners.This research constructs an impulse purchase model under the e-commerce live streaming situation.This research is based on trust theory and emotion theory and combined with the characteristics of e-commerce live streaming.The empirical results show that the professionalism of the host has a positive impact on the consumer's cognitive trust to the host;The interaction between the host and the consumer has a positive impact on the consumer's cognitive trust and emotional trust to the host;The consumer's cognitive trust to the host has a positive impact on the emotional trust;The consumer's emotional trust to the host has a positive impact on the consumer's impulse purchase intention;The cognitive trust to the host will lead to the emotional trust to the host,which will then lead to impulse buying.The professionalism and interactivity of the host affect the impulse purchase intention through the mediating effect of cognitive trust and emotional trust.Product display,price discount,scarcity and interactivity have positive effects on consumers' positive emotion;positive emotion will affect consumers' impulse purchase intention;Product display,price discount,scarcity and interactivity affect consumers' impulse purchase intention under the mediation of positive emotion.