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Academic Journal of Business & Management, 2022, 4(10); doi: 10.25236/AJBM.2022.041014.

A Study of Consumers Impulsive Buying Behavior under the Interactive Situation of Live Webcast——Taking Individual Impulsive Characteristics as a Moderating Factor

Author(s)

Qi Xian

Corresponding Author:
Qi Xian
Affiliation(s)

Krirk University, Bangkok, Thailand

Abstract

Aiming at the mode of "e-commerce + live broadcast", this paper studies the impulsive purchase behavior of consumers in the interactive situation of live webcast. Using sor model, taking platform interaction, anchor interaction, consumer interaction (mutual assistance interaction, sharing interaction) as independent variables, customer trust as intermediary, personal impulsive characteristics as regulatory variables, this paper analyzes consumers' impulsive buying behavior.

Keywords

E-commerce Live Broadcast, Interactivity, S-O-R Theory, Personal Impulsive Traits, Impulsive Purchase

Cite This Paper

Qi Xian. A Study of Consumers Impulsive Buying Behavior under the Interactive Situation of Live Webcast——Taking Individual Impulsive Characteristics as a Moderating Factor. Academic Journal of Business & Management (2022) Vol. 4, Issue 10: 79-86. https://doi.org/10.25236/AJBM.2022.041014.

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