A Study On The Influence Of Context Cues On Consumers Impulse Buying Behavior In Live Broadcast

With the rapid development of mobile Internet and short video on mobile phone,the arrival of e-commerce live broadcast has become a popular hot topic.Especially in recent years,the impact of the epidemic,Chinese netizens have pushed the delivery of e-commerce live broadcast to a climax.By 2020,more than 20 live streaming platforms have emerged,with a strong momentum of online live shopping consumption.In the fierce competition,how to create an attractive platform atmosphere clue in the early stage of live broadcast platform construction has become a topic that live broadcast platforms must face.Papers consulted SOR possibility theory model,flow theory,fine processing model,from the perspective of empirical research,through combing the relevant literature about the electricity live with impulsive purchase goods and consumer behavior research between the status quo,combined with some relevant academic research,finally puts forward the suitable for our research hypothesis and model building,The data of this study were collected by questionnaire survey.Aiming at the different types of atmosphere cues,this paper constructs a theoretical model of the influence of information content,navigation system and appearance design on consumers’ impulsive buying behavior.Immersion experience was used as a mediating variable,and its mediating effect on the relationship between ambience cues and impulsivity behavior was verified.This study examined the moderating effect of sense of power on impulsive buying behavior by taking the variable of sense of power as a moderating variable.SPSS22 and Amos24 data processing software will be used to further test and verify some theoretical hypotheses proposed in this study.Finally,through in-depth research,four conclusions of this study are drawn as follows :(1)the atmosphere cues of the live broadcast scene can cause consumers to experience immersion.Compared with the information content,the appearance design and navigation system produce stronger immersive experience.(2)Immersion experience has a positive impact on impulsive buying behavior.(3)Immersion experience plays a mediating role in the relationship between ambience cues and impulsive buying behavior.(4)Power plays a moderating role in the influence of immersion experience on impulsive buying behavior.The higher the sense of power is,the stronger the impulsive buying behavior is.By studying the relationship among atmosphere cues,immersive experience,sense of power and consumers’ impulsive buying behavior,this paper improves the theory of atmosphere cues in consumer behavior and expands the application of immersive experience and sense of power in consumer behavior.The research results are conducive to better construction of live broadcast platform,better understanding of the impact of e-commerce live broadcast platform atmosphere cues on consumers’ purchasing behavior,making the construction of live broadcast platform more reasonable,and more effective and perfect live broadcast marketing strategies can be adopted to enhance consumers’ purchasing behavior.