An Empirical Study On Impulsive Buying Behavior In The Context Of Live Streaming Of E-commerce

As a product of the integration of live broadcasting and e-commerce,it has already become a new way to boost the economy.At present,researches on e-commerce live broadcast mainly focus on the industry sales model,communication marketing strategy,brand building,future development and other aspects,while still few researches on the combination.At the moment when the material conditions are getting better and better,impulsive buying behavior is common in people’s life,and it is easy to cause the psychological impact of consumers due to external stimuli.Considering that the interactivity,a key feature of e-commerce live broadcast environment,is closely related to the impulsive purchase behaviors that users may have in the broadcast room,it is meaningful to study the impact of the interactivity of e-commerce live broadcast on consumers’ impulsive purchase behaviors in this paper.Based on the impulsive buying behavior of consumers in the context of e-commerce live broadcast,this study innovatively combined with the dual-system theory to explore the impact of interactivity in e-commerce live broadcast on consumers’impulse buying from the cognitive perspective of users’ continuous thinking of watching live broadcast.Study collect the data through a questionnaire,and model hypotheses were verified by SPSS and AMOS.Finally,the following conclusions were drawn:in the context of e-commerce live broadcasting,the interaction frequency,responsiveness and fun of live broadcasting had a positive effect on users’ cognitive and emotional attention;Users’ cognitive affective focus has a positive effect on impulsive buying behavior in the context of e-commerce live broadcasting.In the context of e-commerce live broadcast,fun has a positive effect on users’ impulsive buying behavior;Users’ cognitive affective focus plays a mediating role in interaction frequency,responsiveness and impulsive buying behavior in the context of e-commerce live broadcasting.Played a partially mediating role in fun and impulse buying behavior.This study deeply explores the impact of interactivity on consumers’ impulsive buying behavior,which provides theoretical guidance for subsequent studies and puts forward its own suggestions for the marketing of platforms and anchors in practice.