An Empirical Study On Consumers’ Impulsive Consumption Intention In The Context Of Livestreaming E-commerce

Under the background of building a new development cycle of "domestic big cycle,international and domestic double cycle",live stream,as a fast and efficient sales method,has become an important driving force for stimulating big consumption and promoting big cycle.In recent years,with the continuous progress of Internet technology and the continuous promotion of mobile phone terminals,webcasting has rapidly become popular in the world and gradually entered people’s daily life.In this process,users can choose the live stream room to watch according to their own preferences.This mode of goods or services through real-time live interaction is called "live e-commerce" and has become an important marketing means for enterprises.In recent years,the market scale of China’s livestreaming e-commerce has been rising,which is 1,201.2 billion yuan in 2021 and is expected to exceed 2,137.3 billion yuan in2025.Based on the above background,this paper combines stimulus-organism-response(S-OR)model to study the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence,and examines the mediating effect of flow experience and the regulating effect of time pressure.Based on the consumption data of 268 live shoppers,multiple regression analysis was used to test the research hypothesis.The empirical results show that the characteristics of live stream information sources(credibility,professionalism,attractiveness and interactivity)have a significant positive impact on consumers’ flow experience and impulsive consumption willingness.In addition,social presence(coexistence presence,communication presence,emotional presence)has a significant positive impact on consumers’ flow experience and impulsive consumption willingness.Flow experience plays a partial mediating role in the influence of live stream information source characteristics and social presence on consumers’ impulsive consumption intention,while time pressure plays a positive moderating role in the relationship between live stream information source characteristics,coexistence presence and flow experience.The higher the time pressure,the stronger the promotion of live stream information source characteristics and coexistence presence to flow experience.To sum up,this study enriches the research literature on the consumption driving mechanism of live e-commerce,and provides practical enlightenment and reference for improving the effectiveness of live e-commerce anchors.The flow theory and social telepresence theory are applied to the study of impulsive consumption willingness of live ecommerce.