Author(s)

Jiayuan He, Ruiheng Sun

Corresponding Author

Jiayuan He

ABSTRACT

With the rapid development of e-commerce live streaming after the epidemic, university student groups who often watch live streaming sometimes lead to irrational consumption behavior. Many factors are leading to such consumption that are worth discussing. For merchants, how to use these factors to increase sales of live-streamed products has become an issue. For university students, circumventing the influence of rational consumption is also an essential topic for growth. Therefore, whether these four factors lead to consumers' purchase intentions and thus influence straight irrational consumption behavior is the topic that this paper focuses on verifying. This study is based on the S-O-D model and the questionnaire method. The factors affecting users' willingness to consume in e-commerce live streaming are sorted into four types: price attraction, interactivity, environmental immersion, and impulsive trait, combined with the production questionnaire data, the establishment of regression models, verification to derive the impact factors that make university students impulsive consumption in e-commerce live streaming. The results show that interactivity, environmental immersion, and impulsive trait significantly influence the irrational consumption behavior of university students. However, the price factor, which most scholars consider, is not the most important influencing factor and even presents a more negligible correlation. Therefore, apart from the personal motivation of the users, interactivity and environment immersion should be taken seriously.

KEYWORDS

Social e-commerce, live-stream shopping, S-O-D theory, university students, impulsive purchasing behavior