Research On Consumers’impulse Consumption Willingness In E-commerce Live Broadcast

The COVID-19 has accelerated the evolution of e-commerce live shopping models,and more and more e-commerce companies and live broadcast platforms have begun to get involved in the e-commerce live broadcast industry.Ecommerce live broadcasts can create an "immersive" consumption scene for consumers,and guide consumers to react cognitively and emotionally,thereby generating impulsive consumer willingness.Based on SOR theory and technology acceptance model(TAM),a research model of consumer impulsive consumption intention was constructed to investigate the mechanism of social presence through influencing consumers’ flow experience to produce impulsive consumption intention,and the role of emotional quality in the mechanism.Through a survey of 826 e-commerce live broadcast consumers,the research found that:social presence has a significant positive impact on consumers’perceived usefulness and perceived hedonicity;consumers’ perceived usefulness and perceived hedonicity have an impact on impulsive consumption intentions It has a significant positive impact;and emotional quality plays a negative role in regulating the relationship between social presence and flow experience.The higher the emotional quality,the greater the promotion of social presence to consumers’ perceived usefulness and perceived enjoyment weak.Based on the empirical research conclusions,we suggest that merchants improve the sense of social presence from the perspective of "mission" that provide users with product information and the "amusement" perspective that provide users with hedonic information.Focus on item information,convenience,opinion leader,scarce information,community interactive information and entertainment experience are given specific recommendations,we advocate that relevant government agencies can strengthen supervision and management,and effectively supervise e-commerce live broadcast merchants by formulating a complete legal mechanism.At the same time,we also call on the vast number of e-commerce live broadcast consumers to develop self-control in the e-commerce live broadcast scene,avoid impulsive consumption behavior,and when their legal rights are violated,they can use legal weapons to protect their legal rights in a timely manner.