The e-commerce live bandwagon has emerged as people have increasingly embraced online shopping through apps, leading to a growth in the online shopping audience. Consequently, consumers often turn to online reviews to assess product quality, seek answers to their inquiries, and facilitate impulsive buying decisions. To address these dynamics, this paper offers an analysis of online comments, highlighting their significance in shaping consumer behaviors. Specifically, it examines the impact of online comments on impulsive buying decisions in e-commerce live streaming. Additionally, the paper proposes measures for managing online comments. Therefore, enterprises are advised to factor in the influence of online comments on consumers' impulsive purchasing choices to enhance their production value.

Fu Yijia. A study of the impact of online reviews on consumers' impulse purchase decisions in live e-commerce broadcasting. Academic Journal of Business & Management (2024) Vol. 6, Issue 7: 63-67. https://doi.org/10.25236/AJBM.2024.060709.

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