Analysis of Influencing Factors of Consumers' Impulse Buying Behavior in the Live-streaming E-commerce Model

Abstract

This essay examines the factors influencing consumers' impulsive buying behavior in live-stream online shopping. Initially, it outlines the growth trajectory and current status of the global live-stream e-commerce market, highlighting its exponential expansion in recent years—fueled by advancements in digital technology and shifting consumer preferences. The phenomenon of impulsive buying, characterized by unplanned, spur-of-the-moment purchases, is contextualized within this booming sector, where it has become increasingly prevalent compared to traditional retail or conventional online shopping. The essay also reviews existing literature, noting that while prior studies have explored impulsive buying in offline and standard online settings, the unique dynamics of live-stream commerce demand further investigation. The essay then analyzes the key drivers of impulsive buying in this context. Marketing stimuli play a pivotal role, particularly limited-time and limited-quantity offers, which exploit consumers' fear of missing out (FOMO) and create a sense of urgency to act quickly. Additionally, the quality of the host (or "anchor") significantly influences purchasing decisions: hosts with strong professional credibility—demonstrated through in-depth product knowledge and transparent reviews—instill trust, while those with high entertainment appeal, such as charisma or humor, enhance viewer enjoyment and emotional connection, lowering resistance to impulsive purchases. Finally, the paper synthesizes its findings, emphasizing how the convergence of technological innovation, social interaction, and strategic marketing in live-stream commerce amplifies impulsive buying. It concludes by offering recommendations: for platforms and merchants, balancing persuasive tactics with ethical practices to maintain long-term consumer trust; for consumers, fostering awareness of psychological triggers to promote rational decision-making.