The Influencing Factors Of Consumers’ Impulse Purchase Intention In The Context Of Live Broadcast Of Tea E-Commerce

The popularity of the Internet continues to expand,and online sales continue to grow.E-commerce live streaming has emerged as the times require.E-commerce live streaming is an emerging e-commerce model,characterized by combining e-commerce online shopping with live video introduction and communication.It has both social functions and shopping attributes,especially for tea e-commerce live streaming.Tea e-commerce live streaming has become an important online sales model,introducing tea price discounts to consumers who watch live streaming,creating a happy and joyful shopping atmosphere,creating a sense of urgency in purchasing time,and promoting real-time two-way interaction to facilitate transactions between buyers and sellers.Nowadays,scholars have continuously explored impulsive purchasing intentions,and tea e-commerce live streaming as a new sales channel has not yet been thoroughly studied.Given this,it is necessary and of great practical significance to conduct research on the impact of impulsive purchasing intentions on consumers in the context of live streaming tea e-commerce.Based on existing research,this study divides the factors that affect impulsive purchase intention into marketing stimulus factors and situational factors.Marketing incentives include preferential promotions and shopping atmosphere;Situational factors include time pressure,two-way real-time interaction,and systematic sorting and summary of them.Based on the S-O-R model and combined with theoretical foundations such as consumer behavior and emotional informatics,the theoretical model of this study is constructed.Secondly,drawing on mature scales both domestically and internationally,a survey questionnaire tailored to the actual situation of tea e-commerce live streaming was completed.After completing the survey questionnaire,it was distributed on a small scale and modified according to the suggestions of the participants.Finally,a formal survey questionnaire was completed and distributed to collect survey data.The survey questionnaire was distributed to students,friends,family,tea fans and other groups who have watched the live broadcast of tea e-commerce through online communication tools.A total of 419 survey questionnaires were collected in this article,of which 384 were valid questionnaires,and the collected data was sorted out.To test the correctness of the research hypothesis,SPSS26.0 was used for statistical analysis of the data,AMOS23.0 was used for model testing,and finally,the validity of the research hypothesis was tested.This article empirically analyzes the data from a survey questionnaire and concludes that four influencing factors: discount promotions,shopping atmosphere,time pressure,and two-way real-time interaction can have an impact on consumers’ impulsive purchase intention.The four influencing factors of promotional discounts,shopping atmosphere,time pressure,and two-way real-time interaction can affect consumers’ perceived emotional value.Thirdly,the impulsive purchasing intention of consumers when purchasing tea is influenced by their perceived emotional value.Fourthly,perceived emotional value plays a mediating role in the impulsive purchase intention of consumers when watching live streaming.The research conclusion of this article can provide suggestions for tea enterprises and tea farmers to increase the sales volume of tea e-commerce live streaming,identify the shortcomings in the research process,and prospect the future of tea e-commerce live streaming.