Research On The Influence Of E-Commerce Live Streaming On Consumers’ Impulsive Purchase Intention

The rapid update and development of mobile Internet technology have powered the live streaming industry steadily.As a product of the combination of traditional e-commerce and digital live streaming technology,e-commerce live streaming rapidly seized market share at the beginning of its development by virtue of its diversified preferential activities and high-frequency interaction,and gradually became the third shopping channel that is different from traditional e-commerce and offline entity operations.In early 2020,under the impact of the COVID-19 epidemic,In order to get rid of the dilemma of unsalable products,many physical retailers had to turn to online live streaming to sell goods.Government officials and official media also helped poor counties and districts to carry out agricultural product sales and promotion activities through live streaming.It can be seen that e-commerce live streaming has broken the single and rigid shopping form in the traditional purchase situation,and is gradually becoming a normalized marketing model for merchants to improve sales volume and efficiency.Relevant research shows that,compared with offline physical retail stores and traditional website purchases,the new shopping mode of e-commerce live streaming makes consumers feel that their cognitive needs for goods,and emotional needs for entertainment and social interaction are more satisfied,so they are more likely to have impulsive purchase intention.Based on this,this paper focuses on which stimulus factors of e-commerce live streaming will significantly affect consumers’ impulsive purchase intention,and how these factors affect impulsive purchase intention.This thesis first reviews the relevant literature on e-commerce live streaming,consumer emotion and impulsive purchase intention,and builds a research model of e-commerce live streaming,emotion and impulsive purchase intention based on SOR theory,situation theory,information source theory and social learning theory.Among them,anchor interactivity,anchor credibility,incentive mechanism,visual appeal,and observational learning are independent variables,arousal and pleasure emotions are mediating variables,and impulsive buying intention is the dependent variable.A total of 403 valid questionnaires were collected,and SPSS21.0 and Amos24.0 were used to verify the model and related assumptions.The empirical results show that:First,anchor interactivity,anchor credibility,incentive mechanism,visual appeal and observational learning have a positive impact on arousal and pleasure emotions;Second,arousal and pleasure emotions have a positive impact on impulsive purchase intention;Third,the mediating effect of arousal emotions was established between e-commerce live streaming and impulsive purchase intention,while the mediating effect of pleasure emotions was partially established.Among them,the mediating effect of pleasure emotions between visual appeal and impulsive purchase intention is not significant.Based on this,this study puts forward corresponding management suggestions from the perspectives of anchors,merchants and platforms,and proposes a reference idea for future e-commerce live streaming marketing,and makes an outlook on the limitations and deficiencies of the research.