Research On The Influence Mechanism Of Customers’ Impulse Purchase Intention In The Context Of Live Streaming E-commerce

E-commerce live streaming is a new business model based on e-commerce and live streaming as a means to play a crucial role in promoting the steady rise of the online economy.Unlike traditional online sales models,e-commerce live streaming combines online shopping with real-time live video streaming,providing consumers with a shopping experience that is closer to reality.This unique shopping experience is more likely to drive impulse purchases by consumers,and the occurrence of impulse purchases is important for companies to boost their merchandise sales.Existing studies have explored offline and traditional online impulse purchase intentions more,but there is a lack of in-depth research on the stimulus factors and psychological mechanisms affecting consumers’ impulse purchase intentions in the context of e-commerce live streaming.Advances in technology have given e-commerce live streaming a shopping experience closer to reality,and in addition,the social factors expressed by the emotional expressions and social interactions of the anchors and co-viewers as the participating subjects of e-commerce live streaming have an important impact on consumers’ cognitive decisions.Therefore,based on emotion theory and perceived risk theory,this paper proposes a dual-mediated research framework based on the S-O-R model to elucidate how technical and social factors of e-commerce live streaming affect consumers’ cognitive-emotional systems and the potential mechanisms by which cognitive-emotional responses are translated into impulsive purchase intentions among customers.Drawing on socio-technical systems theory,a theoretical model is constructed with alternative experiences,information source activity,and inter-customer support as independent variables;and positive emotions and perceived product risk as mediating variables.Consumers’ usage habits play an important role between cognition and decision making,therefore,this paper explores the mechanism of the role of habits as moderating variables.It aims to enrich the existing theoretical research and provide relevant guidance suggestions for companies and e-commerce live practitioners.This paper conducts an empirical study through a questionnaire survey.Drawing on relevant domestic and international research and mature scales to design the questionnaire,a small-scale pre-study is conducted first,and the questionnaire is optimized according to the data analysis of the pre-study to form a formal questionnaire.Formal questionnaires were distributed online and offline for data collection.The data were analyzed by SPSS26.0 and Amos28.0 analysis software for descriptive analysis,reliability analysis and constructing structural equation models for hypothesis testing.The results showed that alternative experience,information source activity and inter-customer support in live streaming e-commerce positively influenced consumers’ positive emotion and negatively influenced perceived product risk;positive emotion positively influenced consumers’ impulse purchase intention;perceived product risk negatively influenced impulse purchase intention;positive emotion played a role in the relationship between alternative experience,information source activity and impulse purchase intention.Perceived product risk partially mediates between alternative experience,information source activity and inter-customer support and impulse purchase intention;users’ habits of using live shopping negatively moderate between perceived product risk and impulse purchase intention.