Impact of Marketing Strategy on Consumers'Impulsive Purchase Behavior in Livestreaming E-commerce
Live streaming E-commerce has become a highly profitable e-commerce model,which has had a disruptive impact on the retail industry.However,the application of the"people,goods,and market"marketing strategy in the field of live streaming E-commerce is still relatively limited.Based on E-commerce marketing strategies,a"people-goods-market"marketing model suitable for live streaming E-commerce is proposed.By constructing a SOR(stimulus-organism-response)theoretical model that includes the characteristics of the anchor,hunger marketing,immersive experience,consumer participation,and impulse buying behavior,and using Amos,SPSS software and 220 valid questionnaires for verification and analysis,it is found that the personal characteristics of the anchor,hunger marketing strategy,and immersive shopping experience significantly promoted consumers'impulse buying behavior and increased their participation.Further research shows that consumers'participation had a significant positive impact on their impulse buying behavior.Moreover,participation played a mediating role between the characteristics of the anchor,hunger marketing,and immersive experience and consumers'impulse buying behavior.
万方数据
维普
