Research On The Impact Of Live Streaming E-commerce On Consumers’ Impulsive Purchasing Behavior From The Perspective Of Affordance

According to the frozen face effect,users generally believe that static images are less attractive than dynamic images,and the traditional e-commerce model has been unable to meet people’s consumption needs.With the continuous upgrading and iteration of mobile terminals and information technology,E-commerce develops rapidly in favorer of network information technology.In 2016,live streaming ecommerce came into being.In demand diversification,the fast pace of life,live electrical contractor for its high degree of visualization,real-time interactive and personalized recommendation service is compatible to the features of the contemporary consumer demand,also for epidemic prevention and control under the background of normalized COVID-19 entity enterprise development in the transformation and upgrading of provide a breakthrough,as a new growth pole,ecommerce because of the huge social benefits,In 2020,the marketing model of live streaming e-commerce was promoted to the level of national strategy,and ecommerce anchors were officially included in the national career system.For the relevant stakeholders who conduct business activities through this marketing model,only on the premise of in-depth understanding of consumers’ consumption habits can they better carry out marketing activities.So,must to study the influence mechanism of consumers’ impulsive purchasing behavior in the context of live streaming ecommerce.This study takes e-commerce live broadcasting as the research object,takes SOR as the basic theoretical framework,combines affordability theory,emotion and emotional information theory,combs relevant research in related fields and combines the actual situation of e-commerce live broadcast platform to construct a visual,metaThe three stimuli factors of vocalization and shopping orientation are the independent variables,the two emotional responses of pleasant emotion and arousal emotion are the mediating variables,and consumers’ impulse buying behavior is the outcome variable.SPSS23.0 and AMOS23.0 are used for empirical research.The research results show that: in the context of e-commerce live broadcast,in addition to metavoice,visibility and shopping orientation can directly and positively affect consumers’ impulse buying behavior;visibility and meta-voice can enhance consumers’ happy emotions,while shopping orientation has no significant positive impact on consumers’ pleasant emotions;visibility,meta-voice,and shopping orientation can significantly improve consumers’ arousal emotions;pleasant emotions and arousal emotions are significantly different in visibility and meta-voice.,The influence of shopping orientation on consumers’ impulse buying behavior has a partial mediating role.With the support of empirical research results,the paper puts forward development suggestions from three stakeholders,namely,enterprises that carry out e-commerce live broadcast marketing,e-commerce anchors,and e-commerce live broadcast platforms.