Study on The Influence of Situational Factors of E-commerce Live Broadcasting on Consumers’ Impulse Buying Behavior

Abstract

Based on SOR theory, the situational factors of e-commerce live streaming are sorted out, and the influence of the information processing process of e-commerce live streaming viewers on impulse buying behavior is studied. To verify the research hypothesis, 246 valid questionnaires were collected, and SPSS software was used for empirical analysis. The results show that flow experience has a significant impact on user cognition and behavior. In addition to the factors of anchors themselves, other viewers have a significant impact on users’ cognitive attitude and emotional attitude.