Research On Consumers’ Impulsive Buying And Stickiness Behaviors In Live Streaming Shopping

Live streaming shopping,an emerging business model based on online broadcast to conduct business activities,has been booming in recent years.Live streaming shopping focuses on product presentation,emphasizes the interaction,real-time communication and sharing between streamers and viewers,and brings consumers a shopping experience different from that of traditional e-commerce platforms.Compared with the traditional e-commerce platform,the consumer behavior in the live streaming shopping scene has changed significantly.The combination of live streaming and traditional e-commerce has created rich conditions for online consumers to make impulsive purchases,and more and more consumers choose to make purchases through live streaming.Existing research on consumers’ purchasing behavior under the scenario of live streaming mainly focuses on the planned purchase behavior,and rarely involves the unplanned purchase behavior,that is,impulsive buying behavior.In addition,there is also a lack of discussion on why users stick to the live streaming shopping platform.Through background research and literature analysis,on the basis of relevant theories,this paper analyzes the two stages of consumer behavior under the live streaming scenario: impulse purchase and user stickiness.First of all,based on the stimultium-organism-response theory framework and motivation theory,this paper constructs and empirically analyzes the influence mechanism of situational factors of live streaming shopping on consumers’ impulse buying.The results show that situational factors(visualization,para-social interaction and social presentation of others)of live streaming shopping have a significant positive impact on consumers’ utilitarian and hedonistic motivations,which in turn have a significant positive impact on consumers’ impulsive purchases.Secondly,on the basis of stimulating consumers to make impulsive purchases,in order to further retain existing users,this paper further analyzes the root causes of user stickiness of live streaming shopping platforms based on socio-technical system approach and attachment theory.The empirical results show that interactivity and identity have a positive and significant impact on streamers’ emotional attachment,while synchronicity and alternative expression have a positive and significant impact on platform attachment.The emotional attachment to streamer and the attachment to platform further promote users’ attachment to live streaming shopping platforms.The purpose of this paper is to reveal the webcast impulsive purchase of consumers shopping scene and forming mechanism of user viscosity,it extends the research of online consumer behavior,also for the enterprise or individual to make better use of the live webcast formulate and imsplement sales strategies,stimulate consumer’s impulsive purchase and provide theoretical basis and guidance to retain users.