A Study On Impulse Buying Desire Of Live E-commerce Consumers Based On S-O-R Model

Live e-commerce is an e-commerce model emerging in recent years,which.is characterized by the combination of live video experience and online shopping experience.By providing consumers with commodity-related video content,live e-commerce can influence their purchase decisions and promote the transaction between buyers and sellers.With the development of e-commerce.and the wide popularization and application of the Internet,live e-commerce has become.an important retail e-commerce model.At present,scholars have conducted a lot of research on offline impulse buying and traditional online impulse buying.However,as an emerging branch of.traditional e-commerce,live e-commerce:lacks in-depth research and discussion on impulse buying desire.Therefore,it is necessary to study the influencing.factors of impulse buying desire of live e-commerce consumers.Based on the S-O-R model,.this paper studies the influencing factors and the influencing mechanism of the impulse buying desire of live e-commerce consumers.Firstly,by referring to a large number of relevant literature,this paper systematically sorted out and summarized relevant theories of price promotion,time pressure,interpersonal interaction,visual attraction,perceived risk and impulse buying desire,proposed the research hypothesis of this paper according to relevant theories,and constructed the theoretical model based on S-O-R model.Secondly,by referring to the mature scale at home and abroad,and combining with the specific situation of live e-commerce,a questionnaire was designed.The questionnaire was optimized according to the feedback of the preliminary survey and the results of reliability and validity analysis to.form a formal questionnaire.Through issuing electronic questionnaires,the data of large samples were collected and the collected data were sorted out.In order to ensure the validity of the research results,the reliability and validity of the scales were tested.The hypothesis and theoretical model are verified by correlation analysis and regression analysis.Finally,in order to further study the influence of each factor on impulse buying desire,the weight of each factor was calculated by using the method of support vector regression.This paper draws the following conclusions.First,price promotion,time pressure(promotion time limit,opportunity cost perception),interpersonal interaction(interaction between consumers and anchors,interaction between consumers)and visual attraction all have direct positive effect on consumers' impulse buying desire,and the weight of price promotions and visual appeal was obviously higher than that of other factors.Secondly,price promotion,opportunity cost perception,interpersonal interaction and visual attraction all have significant negative effects on consumers'perceived risk,but the hypothesis that promotion time limit has significant negative effects on consumers perceived risk has not been verified.Third,perceived risk has a significant negative impact on consumers' impulse buying desire.Fourth,perceived risk plays a partial intermediary role in the influence of price promotion,opportunity cost perception,interaction between consumers and anchors and visual attraction on consumers' impulse buying desire.It plays a full mediating role in the influence of interaction between consumers on consumers' impulse buying desire,it does not play a mediating role in the influence of promotion time limit on consumers' impulse buying desire.Price promotion,opportunity cost perception,interpersonal interaction and visual attraction can indirectly influence consumers' impulse buying desire by reducing consumers' perceived risks.Based on the above research conclusions,the following specific marketing suggestions are proposed for merchants.First,make a reasonable price promotion plan.Secondly,provide good visual experience for consumers.Thirdly,strengthen interpersonal interaction.Fourth,attention should be paid to the impact of perceived risk on impulse buying desire and reduce the purchase risk of consumers.