ไม่มีข้อมูลบทคัดย่อภาษาไทย
Live broadcast e-commerce platforms and short video platforms had launched and progressively developed in the market. Online shopping became a vital channel through time-saving and convenience in consumers' shopping mode. The emergence of e- commerce live streaming showed a good combination of the practical features of traditional e-commerce platforms and the entertainment features of live streaming. With the development of the economy and the improvement of people's living standards, consumers lacked certain financial constraints. They were more prone to impulsive consumption when watching e-commerce live broadcasts. This study took consumers in the Yinchuan area of Ningxia to research consumer impulse buying behavior. It used the consumer purchasing behavior theory and S-O-R theory for further analysis of live streaming on the pattern of impulse purchases. The purpose of this study was to investigate the significant difference in consumers' impulse purchases on e-commerce live streaming with different control variables (gender, age, education, occupation, and monthly disposable income); to examine the Yinchuan consumers' impulse purchase influencing mechanism based on social presence, flow experience, and opinion leader characteristics; and to suggest feasible suggestions on the e-commerce live streaming by improving consumers' attitudes and perceptions of buying decisions. Four hundred forty-one completed questionnaires of Yinchuan consumers were collected through the online WeChat platform by random sampling in March 2023. The results showed that social presence, flow experience, and opinion leader characteristics significantly impacted impulse purchases. In addition, other influencing variables based on situational presence, interactive presence, warm presence, time pressure, consumer & anchor interaction, price discount, professionalism, and popularity would also be considered essential for enhancing value and satisfaction for e- commerce live streaming on impulse purchase.