Research On The Influencing Mechanism Of Live Marketing’s Interactivity On Impulse Purchase Intension

Under the digitization tide,various new consumption patterns are profoundly changing consumers’ consumption ideas and habits.In recent years,live marketing has developed in full flourish.Its striking flow "attraction-monetization" efficiency has attracted more and more retail enterprises to invest resources persistently,and take it as the main battlefield to improve marketing performance.In the context of live marketing,impulse purchase is a common phenomenon.Online shopping studies pointed out that interactivity can have a positive effect on impulse purchase intention through some "organism" variables.Interactivity is an important feature of live marketing,and it has more depth and breadth than the interactivity of traditional online shopping websites.However,how to divide the dimensions of live marketing’s interactivity,and how to analyze the influence mechanism of these factors on impulse purchase intention are still urgent problems to be explained.Due to the presence of anchor and other participants,live marketing is considered to enable consumers to have a high sense of social presence.The effect of social presence on consumers’ attitudes and behaviors is also an important content of relevant researches.However,few studies have focused on the independent variables of social presence in live marketing,and the relationship between social presence and impulse purchase intention.Meanwhile,social presence can affect consumers’arousal and pleasure.Whether these two consumption emotions can explain the influencing of live marketing’s interactivity on impulse purchase intention is also a question worthy of study.This thesis holds that live marketing’s interactivity is composed of synchronicity,responsiveness,connectedness,two-way communication and playfulness.The theoretical model of this thesis is based on S-O-R.Five interactivity factors of live marketing are independent variables,social presence and consumption emotion(arousal and pleasure)are mediating variables,and impulse purchase intention is the dependent variable.This thesis collects survey data of 502 members of some anchor QQ groups,and uses SPSS and Amos to empirically test the theoretical model in order to answer how live marketing’s interactivity has a positive effect on impulse purchase intention through the mediating effects of social presence and consumption emotion.Therefore,taking interactivity as the starting point,this thesis provides a new and comprehensive theoretical framework for the formation mechanism of consumers’ impulse purchase intention in live marketing,and reveals the "black box"of various interactivity factors’ influencing on impulse purchase intention.Through theoretical and empirical research,this thesis founds that:synchronicity,connectedness,two-way communication and playfulness have significant positive effects on social presence,but the effect of responsiveness is not significant;Social presence has a significant positive effect on arousal,pleasure and impulse purchase intention;Arousal and pleasure have significant positive effects on impulse purchase intention;Social Presence plays an mediating effect between four live marketing’s interactivity factors(synchronicity,connectedness,two-way communication and playfulness)and impulse purchase intention;Arousal and pleasure play mediating effects between social presence and impulse purchase intention;Social presence and consumption emotion(arousal and pleasure)play a continuous mediating effect between four live marketing’s interactivity factors(synchronicity,connectedness,two-way communication and playfulness)and impulse purchase intention.This thesis provides operable strategies for retail enterprises to improve live marketing’ s interactivity and stimulate consumers’ impulse purchase,which helps them to implement more scientific live marketing management to improve marketing performance.