Research On The Influence Of Different Types Of E-commerce Live Interaction On Consumers' Impulsive Purchase Intention

As a vertical field of live broadcast,e-commerce live broadcast has attracted attention since 2016.Therefore,this paper takes consumers' psychological perspective—flow experience,and studies the influence of different interactive types of anchors on the impulsive purchase intention of consumers.Impulsive purchases are common in daily life,and they are stimulated by external reasons,such as the environment of the shopping venue,the atmosphere,the quality of the shopping website,and so on,they are also affected by consumers' characteristics.But fundamentally,using marketing environment factors to influence consumers' behavior is the most efficient means of business enhancing.Whether it's online or offline,the most common merchant is to create a comfortable marketing atmosphere to attract consumers' impulse purchases.However,at the era of e-commerce live,a comfortable marketing environment is mainly created by the anchor.In order to study how the interaction types of the anchors act on the consumer's impulsive purchase intention,according to the "SOR" theory,first step is to study the interaction types of the anchors,then find the logical relationship between the variables,then constructs the model about relationship-oriented interaction,task-oriented interaction and consumer's impulsive purchase intention.Introduce the flow experience as a mediator variable.The consumer's power traits are used as adjustment variables to verify the influence of the flow experience on the impulsive purchase intention.In this study,the questionnaire was used to obtain the relevant data of the psychological reaction of the subjects by recalling the feelings of the live e-commerce,the operational test was carried out by SPSS and Amos software,and the hypothesises were finally verified.The following conclusions were verified in research:(1)The interaction between the e-commerce live broadcast anchors and the consumers will create the consumers' flow experience(immersion,pleasure),and the relationship-oriented interaction is more prone to create the flow experience(immersion,pleasure)than the task-oriented interaction.(2)The flow experience(immersion,pleasure) have a positive impact on impulsive purchase intention.(3)The power has mediating effect on flow experience(immersion,pleasure)on the impulsive purchase intention.The higher the power,the stronger the consumer's willingness to purchase.