Research on the Influence of Live Streaming E-commerce on Consumers’ Impulsive Purchasing Behavior

DOI

10.2991/978-94-6463-210-1_16How to use a DOI?

Keywords

Live Streaming E-commerce; Impulsive Purchasing Behavior; Network Marketing

Abstract

Compared with traditional e-commerce, live streaming e-commerce has the dual characteristics of commodity circulation channels and shopping scenes, bringing consumers better shopping experience and achieving sales transformation. Based on S-O-R model, this work constructs a research model of consumers’ impulsive purchasing behavior. By analyzing the sample data, the antecedent variables and intermediate variables of consumers’ impulsive purchasing behavior were explored, and suggested strategies were developed for merchants to cultivate e-commerce anchors, so as to promote the healthy development of live streaming economy.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuanyuan Wen
AU  - Hongyuan Wen
PY  - 2023
DA  - 2023/07/25
TI  - Research on the Influence of Live Streaming E-commerce on Consumers’ Impulsive Purchasing Behavior
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 126
EP  - 134
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_16
DO  - 10.2991/978-94-6463-210-1_16
ID  - Wen2023
ER  -