The Influence and Future of Live Streaming Experience on Consumer Impulse Consumption under the Background of Internet

Research Article
Open access

The Influence and Future of Live Streaming Experience on Consumer Impulse Consumption under the Background of Internet

Jiaqi Li 1 , Yijun Lu 2*
  • 1 21st Century International School    
  • 2 ISA Science City International School    
  • *corresponding author 144950042293@isagzsc.com
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/29/20231378
AEMPS Vol.29
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-079-0
ISBN (Online): 978-1-83558-080-6

Abstract

This article studies the impact of live commerce on impulsive consumption and future trends in the context of the rapid development of e-commerce. Live commerce is a business model that has emerged in recent years. This article will analyze how it affects consumers' judgment and purchase as a form of sales and predict the future of this form. The module of impulsive consumption will start from the concepts of behavioral economics and psychology, and discuss in detail the roles played by merchants, anchors and consumers. Future trends will discuss and predict the future of live broadcast commerce starting from the differences, advantages, sustainability and potential challenges between electronic live broadcast commerce and traditional commerce. The research results show that because merchants and anchors are good at using characteristics such as homogeneity, centrality, price and reputation or age, region and sex to induce consumers, impulsive consumption will indeed appear more frequently in live broadcast business. In addition, live broadcast business is benefiting from complete and sustainable industry chain, accessibility, and the characteristics of the times. In addition to the ethical concerns of inducing impulsive consumption, live broadcast commerce has many advantages and shows a positive upward trend in the future.

Keywords:

impulse spending, herding effect, e-commerce, homogeneity, mass psychology

Li,J.;Lu,Y. (2023). The Influence and Future of Live Streaming Experience on Consumer Impulse Consumption under the Background of Internet. Advances in Economics, Management and Political Sciences,29,163-167.
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References

[1]. Fuscaldo, Donna. “What Is E-Commerce? - Businessnewsdaily.com.” Business News Daily, 4 Aug. 2022, www.businessnewsdaily.com/15858-what-is-e-commerce.html.

[2]. Li, Mingwei, et al. “Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework.” International Journal of Environmental Research and Public Health, vol. 19, no. 7, Apr. 2022, p. 4378, doi:https://doi.org/10.3390/ijerph19074378.

[3]. Miva. “The History of Ecommerce: How Did It All Begin?” Blog.miva.com, 23 Nov. 2020, blog.miva.com/the-history-of-ecommerce-how-did-it-all-begin.

[4]. Chao-Hsing, Lee, and Chien-Wen Chen. “Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework.” Information, vol. 12, no. 6, 8 June 2021, p. 241, https://www.mdpi.com/2078-2489/12/6/241

[5]. Ming, Junlan, et al. “How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of S-O-R Theory.” International Journal of Web Information Systems, vol. ahead-of-print, no. ahead-of-print, July 2021, doi:https://doi.org/10.1108/ijwis-02-2021-0012.

[6]. “Behavioral Economy | Herding Effect.” Zhihu Column, zhuanlan.zhihu.com/p/149366036. Accessed 14 Mar. 2023.

[7]. “Herding Effect-Zhihu.” Www.zhihu.com, www.zhihu.com/topic/19676266/intro. Accessed 22 Mar. 2023.

[8]. “Rational and Impulsive Consumption, the Secret behind E-Commerce Live Streaming.” Zhihu Column, zhuanlan.zhihu.com/p/143835951. Accessed 21 Mar. 2023.

[9]. Rook, Dennis W., and Stephen J. Hoch. “Consuming Impulses.” ACR North American Advances, vol. NA-12, 1985, www.acrwebsite.org/volumes/6351/.

Cite this article

Li,J.;Lu,Y. (2023). The Influence and Future of Live Streaming Experience on Consumer Impulse Consumption under the Background of Internet. Advances in Economics, Management and Political Sciences,29,163-167.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-079-0(Print) / 978-1-83558-080-6(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.29
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Fuscaldo, Donna. “What Is E-Commerce? - Businessnewsdaily.com.” Business News Daily, 4 Aug. 2022, www.businessnewsdaily.com/15858-what-is-e-commerce.html.

[2]. Li, Mingwei, et al. “Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework.” International Journal of Environmental Research and Public Health, vol. 19, no. 7, Apr. 2022, p. 4378, doi:https://doi.org/10.3390/ijerph19074378.

[3]. Miva. “The History of Ecommerce: How Did It All Begin?” Blog.miva.com, 23 Nov. 2020, blog.miva.com/the-history-of-ecommerce-how-did-it-all-begin.

[4]. Chao-Hsing, Lee, and Chien-Wen Chen. “Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework.” Information, vol. 12, no. 6, 8 June 2021, p. 241, https://www.mdpi.com/2078-2489/12/6/241

[5]. Ming, Junlan, et al. “How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of S-O-R Theory.” International Journal of Web Information Systems, vol. ahead-of-print, no. ahead-of-print, July 2021, doi:https://doi.org/10.1108/ijwis-02-2021-0012.

[6]. “Behavioral Economy | Herding Effect.” Zhihu Column, zhuanlan.zhihu.com/p/149366036. Accessed 14 Mar. 2023.

[7]. “Herding Effect-Zhihu.” Www.zhihu.com, www.zhihu.com/topic/19676266/intro. Accessed 22 Mar. 2023.

[8]. “Rational and Impulsive Consumption, the Secret behind E-Commerce Live Streaming.” Zhihu Column, zhuanlan.zhihu.com/p/143835951. Accessed 21 Mar. 2023.

[9]. Rook, Dennis W., and Stephen J. Hoch. “Consuming Impulses.” ACR North American Advances, vol. NA-12, 1985, www.acrwebsite.org/volumes/6351/.

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