Study On The Influence Of The Characteristics Of E-commerce Live Broadcast Opinion Leaders On Consumers’ Impulse Purchase Intention

In recent years,Taobao,TikTok,Kuaishou and other e-commerce live streaming platforms have risen rapidly,bringing a new mode of Internet e-commerce marketing.Merchants have found business opportunities from these platforms and registered accounts on major platforms one after another,opening a new mode of live streaming with goods marketing.However,due to the complex types of products in the e-commerce broadcast room,difficult to distinguish the true and false,and difficult to guarantee the quality,users are used to searching for information about products from the Internet before buying products and refer to the suggestions of opinion leaders.Opinion leaders have their own fan base,understand the psychology of consumers,and are good at grasping the key points,delivering product information to consumers,and recommending related products,which can have an impact on consumers’ purchase intention.Although consumers can do their homework before purchasing,in reality,there are many examples of unplanned purchase behaviors in the broadcast room.Consumers have no shopping plan,but under the influence of opinion leaders in the e-commerce broadcast room,they often have impulsive purchase intentions and behaviors.Therefore,it leads to think about the influence mechanism of the characteristics of e-commerce live broadcast opinion leaders on the impulse purchase intention.By combing the literature on the characteristics of e-commerce live broadcast opinion leaders,heart flow experience,impulse purchase intention,brand identity and time pressure,Combined with the S-O-R theoretical model,With the five characteristics of professionalism,visibility,interactivity,homogeneity and product involvement of e-commerce live broadcast opinion leaders as independent variables,With the impulse purchase intention as the dependent variable,Constructed a research model of the characteristics of e-commerce live broadcast opinion leaders on impulse purchase intention,The model in pressure as regulatory variables,To test the regulatory role of brand identity in regulating the characteristics of e-commerce live opinion leaders and heart flow experience,The modulation ocluded the flow experience as a mediating variable,To examine its mediating role in this model,With brand identity and time stress between flow experience and impulsive purchase intention.Drawing on the mature scales of previous scholars,and modifying the question items in combination with the situation of e-commerce live broadcast,we formulated and distributed research questionnaires,and 505 valid questionnaires were collected.Subsequently,descriptive statistical analysis of the recovered data and hypothesis testing using SPSS27.0 and AMOS26.0 software,Finally,the following conclusions are drawn:the professionalism,visibility,interactivity,homogeneity and product involvement of e-commerce live broadcast opinion leaders all have a positive impact on the impulse purchase intention,Can also positively affect the heart flow experience;Flow experience can positively affect the impulse purchase intention;Heart flow experience plays an intermediary role between the characteristics of opinion leaders in e-commerce live broadcast and impulse purchase intention;Brand identity plays a positive role in regulating the characteristics of e-commerce live broadcast opinion leaders and heart flow experience;Brand recognition has a positive regulatory effect on the intermediary effect of heart flow experience between the professionalism and impulsive purchase intention of e-commerce live broadcast opinion leaders;Time pressure plays a positive role in regulating between flow experience and impulsive purchase intention.Finally,based on the empirical results,corresponding countermeasures and suggestions are given based on the characteristics of e-commerce live broadcast opinion leaders,e-commerce platform,brand owners and consumers.