Research On Influencing Factors Of Consumer Impulsive Purchase Behavior Based On Online Shopping Live Situation

In recent years,the development of e-commerce in China has largely changed the way people consume,and online shopping has become a common consumption method for consumers.Consumer purchase behavior is divided into planned purchase behavior and unplanned purchase behavior(also called impulsive buying behavior).Related studies have found that online consumption is more likely to generate impulsive buying behavior than offline consumption.As for the study of impulsive buying behavior,as early as the 1940s,scholars proposed the concept of impulsive buying behavior.Since then.,with the rapid development of the economy,consumers have become more and more impulsive,so this field has become a hot topic for scholars.Since 2015,the webcast has gradually entered the public's field of vision.In recent years,it has been rapidly developed.The enterprises that have been marketing through the live webcast have gained huge profits with the advantages of low cost and high interactivity.From the existing literature,although many scholars have proposed that consumers have an impulsive buying intention in the e-commerce environment,and may trigger impulsive buying behavior,there are few literatures on the study of consumer impulse buying behavior based on online shopping live broadcast scenarios.One of the big problems consumers face when shopping online is the inability to actually observe and touch the goods.As an emerging online shopping channel,online shopping live broadcasts,featuring real-time interaction and satisfying consumers needs to display goods,providing real online display,and making up for the inability to perceive goods by creating consumers' immersive feelings.The shortcomings.Online shopping live broadcast has attracted the attention of many consumers,and it has brought huge profits to the merchants while attracting traffic.This is the value of online shopping live broadcast.Therefore,this paper explores the influencing factors of consumer impulsive buying behavior in the context of online shopping live broadcast.which has certain theoretical and practical significance.Based on the review and review of the existing l iterature,this research is based on the online shopping live broadcast situation,and the research object is defined as the consumer who makes the impulse buying behavior through online shopping live broadcast.According to Xiong Suhong's research on the influencing factors of impulsive buying behavior,it is divided into marketing incentive factors,situational factors and individual factors.This classification method has been widely recognized by scholars.Based on the characteristics of the online shopping live broadcast environment,this paper proposes the main factors affecting the impulsive buying behavior of consumers,including promotion discount,perceived control,perceived responsiveness,perceived personalization and impulsive traits.Based on the combination of qualitative and quantitative research,based on the SOR theory of environmental psychology,the theoretical model of the influencing factors of consumer impulsive buying behavior in the context of online shopping live broadcast is constructed.Through the questionnaire survey to obtain the research data,using SPSS25.0 software to empirically analyze the data,the following conclusions are drawn:(1)the promotion discount,perceived interactions perceived control,perceived responsiveness,perceived personalization and impulsive traits are all for consumers.impulsive buying behavior has a significant role in promoting;(2)the three dimensions of promotional discounts and perceived interactivity,impulsive traits are positively affecting impulsive buying intentions;(3)impulsive buying intentions are positively acting on impulsive buying behavior;(4)The mediating effect test of impulsive buying intention indicates that impulsive buying intention has partial mediation between promotion discount,perceived responsiveness,perceived personalization,impulsive trait and impulsive buying behavior,in perceptual control and impulsive.There is a complete intermediary between behaviorsAccording to the research results,this paper proposes the following marketing suggestions for online shopping merchants:(1)Develop flexible and diversified marketing strategies,adopt a variety of promotional forms,and directly or indirectly enhance consumers' impulsive buying behavior.(2)Enhance the interaction of the shopping live broadcast platform,narrow the distance with consumers,and enhance the consumer's sense of presence.(3)Divide the characteristics of consumers,implement differentiated strategies,issue different benefits to different levels of fan groups,maintain the viscosity of existing customers,and attract more new customers attention and identity.According to the SOR theory and the data analysis of the questionnaire,the relevant research conclusions are obtained,but there are still some limitations.For example,in the questionnaire survey,consumers are invited to fill in according to the past experience of shopping through online shopping live broadcast,but consumers memories of previous shopping will become blurred over time,and the collected data may have some errors.In addition,most of the survey participants are friends,friends and friends of the surrounding area.In the future research,the sample space can be expanded and the sample diversity can be increased.