A Study on the Influence of E-Commerce Live Characteristics on Consumers' Impulsive Purchase Intention

전자상거래 생방송 특성이 소비자의 충동구매 의사에 미치는 영향에 관한 연구

Based on the integrated analysis of the existing literature, this study combined with S-O-R model to explore the impact of e-commerce live broadcast characteristics on consumers' impulse purchase intention. Among them, interactive, entertaining, economical and visual features are selected as the features of e-commerce live broadcast; Select pleasure and arousal to measure consumer sentiment, and build a theoretical model among e-commerce live broadcast features, consumer sentiment and consumers' impulsive purchase intention to specifically explore the impact of each feature on emotion and the further impact of emotion on impulsive purchase intention.