Author(s)

Anqi Zhou ¹

Affiliation(s)

¹ School of French and Francophone Studies, Shanghai International Studies University (SISU), Shanghai, 201620, China

Corresponding Author

Anqi Zhou

ABSTRACT

According to previous research, it can be illustrated that the environment, physical equipment and cultural concept influence factors in the live broadcast process have a certain impact on consumers' impulsive buying behavior. The atmosphere clues of the environment and heart flow experience created by physical equipment do have positive impact on consumer impulse purchases, and Zhong-Yong thinking due to cultural concept can have negative effects to a certain degree. On this basis, this paper narrows the scope of research on influencing factors, mainly explores how the host in the e-commerce live streaming to affect consumer impulse purchase behavior from the above three levels. By exploring the influencing factors at the main broadcast level, this paper will help the host to improve the quality of live show and improve the traffic conversion rate by implementing flexible e-commerce strategy.

KEYWORDS

Live Streaming, Situational atmosphere, Zhong-Yong thinking, Impulsive Purchase

CITE THIS PAPER

Anqi Zhou, Effect of Live Streaming on Consumer Impulsive Purchase Behavior. Tourism Management and Technology Economy (2021) 4: 44-48. DOI: http://dx.doi.org/10.23977/tmte.2021.040208.

REFERENCES

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