Research On The Influence Of Live Streaming Influencer Characteristics On Consumers' Online Impulse Purchase Intentio

The development of live streaming technology has led to the widespread rise of live streaming platforms,and the live streaming e-commerce industry has also flourished.A new sales model of "internet celebrity+e-commerce+live streaming" has also emerged.This model can promote consumers’ online impulsive consumption intention,which is a future business trend.Therefore,studying the formation mechanism of consumers’ online impulsive consumption intention in the context of online celebrity live streaming with goods is of great practical significance.However,existing research in the academic community on consumers’ impulsive purchase intention mostly focuses on offline consumption and traditional e-commerce shopping scenarios,and there is less research on the online impulsive purchase intention generated in the context of live streaming with goods.Therefore,this article conducts a study on the impact of the characteristics of live streaming with goods on consumers’ impulsive purchase intention online.This study uses grounded analysis,combined with S-O-R theory,to construct a theoretical model suitable for studying the impact of online celebrity features on consumers’ impulsive purchase intention in live streaming sales.Through a questionnaire survey,564 valid samples were obtained,and the constructed theoretical model was tested and modified using structural equation modeling.Finally,relevant suggestions were proposed to promote consumers’ impulsive purchase intention in the online celebrity sales live streaming environment.The main conclusions of the study include:(1)The characteristics of live streaming sales and internet celebrities(charm,recommendation,presentation,and interaction)have a significant positive impact on consumers’ perceived trust and online flow experience.(2)Perceived trust and online flow experience have a significant positive impact on consumers’ willingness to make impulsive purchases online.(3)Perceived trust and online flow experience play a mediating role between the characteristics of live streaming sales and internet celebrities and consumers’ willingness to make impulsive purchases online.(4)Relevant platforms should pay more attention to the improvement of live streaming and online celebrity features to enhance consumers’ perceived trust;At the same time,new technologies can also provide consumers with a better sense of experience to enhance their flow experience,ultimately enhancing consumers’ online impulsive purchasing willingness in the online celebrity live streaming environment.This study is expected to enrich the research results on the impact of online celebrity features on consumers’ impulsive purchasing intentions,providing operational guidance for businesses to make reasonable use of online celebrity live streaming products in the current context,and to some extent,providing assistance for the development of China’s live streaming e-commerce industry.