Research On Impact Of Interactive Types On Consumers' Impulse Purchase Behavior In Live Marketing

In recent years,with the continuous improvement of live broadcast technology,the government's encouragement and policy support for e-commerce companies to actively innovate,the needs to develop of the e-commerce industry and the transformation and upgrading of consumer demand,e-commerce live broadcasts rapidly rise and become popular,and live broadcast marketing have emerged as the times require.Live marketing is a new online sales model that uses a live broadcast platform as a carrier.The anchor introduces product information by trying it or sharing experience,uses discussion boards to know user needs and problems,and interacts with users in real time.What the most important feature of live marketing is the realization of real-time interaction between users and anchors.Research shows that vividness and interactivity build an environment that is easy to process information and affect the process and attitudes of consumers' information processing.Therefore,this paper explores the consumers' purchasing mechanism in the context of live marketing from an interactive perspective.Existing research on live marketing is in its infancy.Most of the researches mainly explore the development,problems and communication modes of live marketing from the perspective of communication,and most of them are qualitative research.Based on the Cognitive-Affective Processing System,this paper divides the anchor-consumer interactions into task-oriented interactions and relationship-oriented interactions in live marketing,and provides a more reasonable explanation for impulse buying.Empirical analysis is used to enhance the persuasiveness of research results and enrich research theories about interaction.In addition,based on the Elaboration Likelihood Model,this paper further studies the moderating role of cognitive need between the types of anchor interactions and consumers' impulse buying.This study combines the situational experiments and questionnaire surveys.The first experiment is used to test the influence of the two types of interactions on consumers' impulse buyings and the mediating effect of flow experience in live marketing,and the second experiment is to test the moderating effect of cognitive needs.Analyzing the experimental data,it is found that:(1)The anchor-consumer interaction will promote the flow experience and impulse purchase of consumers.(2)The two interaction modes have significant differences in the impact of consumers' flow experience and impulse purchases.Relationship-oriented interaction is more effective than task-oriented interaction.(3)The flow experience plays a mediating role between the anchor-consumer interactions and consumers' impulse buying.Specifically,it plays a completely mediating role in the influence path of task-oriented interaction and a partial mediating role in the influence path of relationship-oriented interaction.(4)Cognition needs plays a moderating role between online interaction and impulse purchase.Specifically,compared with individuals with low cognition needs,individuals with high cognition needs show higher impulse purchases in task-oriented interactions;compared with individuals with high cognition needs,individuals with low cognition needs are more impulsive in relationship-oriented interactionsBased on the above conclusions,this paper puts forward corresponding suggestions for the marketing practice of e-commerce live broadcast:(1)The anchors should pay attention to real-time interaction with consumers and real-time feedback on user behavior,and inspire positive emotional experience of consumers and stimulate them to consume.(2)The anchors need to create their own characteristics and form unique interactive modes.(3)The anchors should focus on the consumers.By flexibly identifying the cognitive needs of consumers,they adjust the communication styles and interaction modes to improve the effect of interaction.(4)The anchors can manipulate the environment of the live broadcast room to temporarily reduce the cognitive needs of consumers,thereby increasing the influence of edge clues on consumers' purchases.