Research On Influencing Factors Of Consumer's Impulsive Buying Behavior In E-commerce Live Broadcast

E-commerce live broadcast is an emerging form of e-commerce in which anchors connect users with product sales in the form of video live broadcast.However,there is a lack of in-depth research on impulsive buying behavior in e-commerce live broadcast.Therefore,empirical research on consumers' impulsive buying behavior in e-commerce live broadcast has important implications.Firstly,this paper reviewed and summarized domestic and foreign researches on e-commerce live streaming,impulsive buying behavior,S-O-R theory and consumer sentiment theory.Then,based on S-O-R theory and consumer sentiment theory,combined with the characteristics of e-commerce live broadcast,the paper constructed the research model of influencing factors of consumers' impulsive buying behavior in e-commerce live broadcast and put forward 33 research hypotheses.Finally,435 valid samples were obtained through the questionnaire survey,and the sample data were processed by AMOS 22.0,SPSS 24.0 and its PROCESS plug-in to verify the research hypothesis.Through empirical research,this paper believes that:First of all,except for interactivity,the other five stimulus variables(time pressure,visual attraction,key opinion leader,price promotion and entertainment)all have significant positive effect on arousal,and the degree of influence decreases in turn.Except for visual attraction and time pressure,the other four stimulus variables(interactivity,opinion leader,entertainment and price promotion)all have significant positive effects on pleasure,and the degree of influence decreases in turn.Secondly,arousal has a significant positive effect on pleasure,and both of them have a significant positive effect on impulsive buying behavior.Third,arousal and the mediator chain composed of "arousal and pleasure" have a significant mediating effect on all the stimulus variables and impulsive buying behavior.However,pleasure only has a significant mediating effect between the four stimulus variables(key opinion leader,interactivity,entertainment and price promotion)and impulsive buying behavior.Based on the above research results,this paper compares the influencing factors of impulsive buying behavior between e-commerce live broadcast and traditional e-commerce,and puts forward some development suggestions for all participants of e-commerce live broadcast.In addition,shortcomings of the whole research process are reflected,and the next research direction is conceived.