Research On Consumers' Emotion After Impulse Purchase In Online Live Shopping

Impulse buying has always been a hot topic in academic circles.So far,the academic research on impulse buying has lasted for 80 years.Scholars have defined and classified the impulse buying behavior of consumers.The research on impulse buying behavior shows the characteristics of depth and diversity,and found a large number of valuable research results,which provides a theoretical basis to understand the impulse buying behavior of consumers.With the rise of online live shopping,in recent years,scholars have shifted the focus of impulse buying research to the online live environment.Compared with the traditional online and offline environment,webcast environment is very different.It is more real-time,interactive,diverse,entertaining and visual.It can improve consumers' shopping experience and significantly affect consumers'purchase intention.Firstly,by reviewing the relevant literature,it is found that the past research mainly focused on the traditional online and offline impulse buying behavior,while the research on impulse buying in the online live shopping environment is less,especially the research on the emotional response of consumers after impulse buying.But in the contemporary era of the rise of online live shopping,it is more meaningful to study the emotion of online live shopping after impulse buying.Then it combs the relevant literature,designs the research content and puts forward the research hypothesis.In this paper,the emotional changes after online live shopping impulse buying are taken as the research perspective to study the emotional impact of online live shopping impulse buying on the four dimensions of consumers' hedonism,guilt,achievement and regret,as well as the regulatory effect of self-identity tendency on emotion.Finally,the experimental design is carried out.281 valid questionnaires are collected through the questionnaire website.Descriptive statistics and reliability test are conducted on the sample data.Then empirical analysis is used to process the sample data,and the research hypothesis is verified,Draw the conclusion of this paper and give management suggestions.This paper makes up for the deficiency of the previous research on consumers' online live shopping impulse buying,puts forward "self-identity" as a moderating variable,and deepens the foundation of the research on impulse buying behavior.The conclusion of this study can help enterprises pay more attention to consumers' post purchase emotions,and reduce or avoid consumers'negative post purchase emotions through marketing strategies.