Research on The Influence Mechanism of Live Streaming Atmosphere on Consumers' Willingness to Spend Impulsively

Abstract

With the advent of the Internet live broadcasting era, e-commerce live broadcasting has become a hot topic that has received widespread attention. The purpose of this paper is to find the factors affecting consumers' willingness to make impulse purchases and to provide improvement suggestions for live marketing platforms, in order to guide e-commerce live platforms to create a better live atmosphere and promote the benign development of the live marketing industry.The study adopts the literature research method, questionnaire survey method and empirical analysis method, firstly combing the current research status of atmosphere cues at home and abroad, and reviewing the SOR theory and social presence theory, and then constructing a research model and putting forward hypotheses. Relevant data were collected through questionnaire survey method and empirically analyzed using SPSS27 software. The results of the study show that ambient cues such as background music, anchor's ability, page design and online service in live broadcasting room significantly enhance consumers' impulse consumption. Meanwhile, social presence and identity play a mediating role between ambience cues and consumers' impulse consumption, and there is a chain mediation relationship between the two. Therefore , in the future, live marketing companies should emphasize the creation of good ambient cues to enhance consumers' sense of social presence and sense of identity, so as to increase their impulse consumption.