A Study On The Influence Of Immersion Experience Of Live Delivery On Consumers’ Impulsive Purchase Intention

With the rapid development of digital economy,the wave of live delivery has swept all walks of life and become a new force of online shopping.More and more enterprises begin to layout online streaming ecosystem and take live streaming as an important part of their business operations.On the one hand,enterprises hope to quickly open their popularity through the way of live delivery,so as to increase product sales,improve sales efficiency and achieve economic profit growth.On the other hand,in live delivery,consumers can carry out real-time interaction with anchors and other consumers.Immersed in live streaming in a short time,consumers are more likely to make purchase decisions and generate impulse purchase intention.With the development of the live delivery industry ushered in new opportunities,some problems have gradually emerged.In the process of shopping in the broadcast room,consumers can only judge by the information presented in the broadcast room,and cannot directly touch and feel the products.Therefore,the information presented in the broadcast room will affect the perception and experience of consumers in the shopping process.At the same time,the traffic aggregation effect of live anchors is prominent,and relying on simple promotion activities has been unable to achieve the established sales target.Based on the above background,this paper tries to explore the antecedent variables of immersion experience and the influence of improving immersion experience of live delivery on consumers’ impulse purchase intention from the perspectives of anchors,interactions and scenes.In the empirical stage,firstly,this paper adopts the literature research method to sort out the relevant research results at home and abroad on the research variables such as promotion experience,anchor charm experience,interactive experience,scene experience,immersion experience,impulse purchase intention and impulse purchase trait.Secondly,combined with the characteristics of live delivery,the theoretical model of this paper is established,and eight research hypotheses are proposed.Then,by referring to the previous maturity scale and combining with the research content of this paper,the scale was redesigned to form a questionnaire.Then,335 valid sample data were collected through questionnaire survey.Statistical software SPSS 26.0 and AMOS 26.0 were used for descriptive statistical data analysis,difference analysis,reliability and validity data analysis,structural equation simulation test,mediating effect test and moderating effect test.Thus,the theoretical model and research hypothesis of this paper are verified.According to the empirical research results of this paper,the following conclusions can be drawn: promotion experience,anchor charm experience and scene experience all have a significant impact on immersion experience;Immersion experience has a significant impact on consumers’ impulse purchase intention;As a mediating variable,immersion experience plays a significant mediating role between promotion experience and impulse purchase intention.According to the above research results,this paper,centering on the core of "immersive experience",puts forward corresponding marketing suggestions for enterprises’ live streaming carry-carrying activities,in order to provide a basis for the formulation of marketing strategies for live streaming merchants,which has certain theoretical and practical significance.Finally,the paper reviews the shortcomings of the whole research process,and looks forward to the future research direction on this basis.