Research On Gender Differences Of Impulse Purchasing Behavior Of Live E-commerce From The Perspective Of Social Gender

As Internet technology develops and consumer demand increases,the form of e-commerce in China has developed and innovated rapidly.Relying on live broadcasting technology and taking social content as word-of-mouth,the live e-commerce model combining service and experience has gradually attracted public attention and become the main force of online marketing.The head anchors led by Li Jiaqi have driven the development of the live e-commerce model and changed the previous online shopping mode of consumers.Through traditional online shopping,consumers can only browse the website monotonously,which is difficult to meet their needs.So more and more businesses have joined live e-commerce to build live streaming rooms,cultivate the anchor team,optimize the live content and tap the advantages of live broadcasting.They hope to use high-quality live resources to further improve market share and expand potential user groups.At present,the live e-commerce model still faces challenges such as uneven professional qualities of anchors,homogenization of live content,low purchase conversion rate,proliferation of exaggeration and falsehood,and further saturation of the consumer market.It is of theoretical and practical significance for the current research on live e-commerce to study the differences of purchase intention and purchase behavior between the male and female in this field.From the perspective of gender differences,this study takes male and female consumers in live e-commerce as the research object,and focuses on the gender differences and reasons of impulse buying behavior in live streaming rooms.By sorting out the existing theories,this paper analyzes the impact of gender differences on consumers' purchase psychology and purchase behavior,summarizes the research on the communication mode of live e-commerce,and referring to the existing consumer purchase behavior model,deeply discusses the factors and mechanisms affecting users' impulse purchase behavior in live e-commerce from the perspective of gender and communication.Based on the existing theoretical research,this paper constructs a "gender difference model of impulse purchase behavior in live e-commerce" and makes assumptions about the model.The results are as follows:(1)The utility,scarcity,incentive and interaction of live e-commerce have a positive impact on consumers' impulse buying intention.In this process,expected regret and perceived value play an intermediary role.Similarly,impulse buying intention plays a partial mediating role,and the sense of power plays a regulatory role in this process,forming a regulated mediating effect model.(2)In the live e-commerce scenario,there are gender differences in consumers' impulse purchase behavior,which are reflected in five aspects: purchase frequency,purchase channel,purchase category,purchase motivation and post-purchase feedback.At the same time,consumers of different genders have different perceptions of the interactivity and scarcity of live e-commerce,which affects their purchase behavior.The gender difference model of impulse buying behavior in live e-commerce not only advocates the theoretical thinking of further research,but also has important practical significance.It provides practical inspiration and reference for the live e-commerce platforms to improve their influence and explore gender specific market segments.