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Study on the Influence of E-Commerce Live Broadcast on the Impulsive Purchase of Consumers in Yinchuan Area

Xiaoli Ma


In recent years, the live broadcast of goods industry has emerged, and e-commerce platforms and short video platforms have carried out live streaming business. Online shopping has become an important shopping channel in consumers' life. With the younger structure of consumers, people also have certain requirements for shopping experience. The emergence of e-commerce live broadcasting well integrates the practical characteristics of traditional e-commerce platforms and the entertainment characteristics of live broadcasting, so that consumers feel as if they are in physical stores in the process of shopping and can enjoy better services. With the rapid development of economy and the increasing improvement of national living standards, consumers lack certain monetary constraints and are easier to impulse consumption when watching e-commerce live broadcast.


e-Commerce Live Streaming; Impulse Purchase; SPSS Data Analysis

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6781