直播电商时代消费者冲动购买行为影响因素研究

Research on the Influencing Factors of Consumers’ Impulsive Buying Behavior in the Live E-Commerce Era

摘要: 随着5G与大数据的发展，人们的消费习惯与行为也在潜移默化中受到一定的影响。为研究直播电商营销策略对消费者冲动性购买行为的影响，结合2024年行业最新数据，本文从冲动性购买行为的定义与特点出发，分析直播电商信任构建、认知引导、利益刺激等营销策略，及主播特质、场景氛围等外部要素与消费者心理、认知等内部要素对冲动消费的影响，为消费者理性购买提供参考。

Abstract: With the development of 5G and big data, people’s consumption habits and behaviors have been subtly influenced. To explore the impact of live e-commerce marketing strategies on consumers’ impulsive buying behavior, this paper, based on the latest industry data in 2024, starts with the definition and characteristics of impulsive buying behavior. It analyzes live e-commerce marketing strategies such as trust-building, cognitive guidance, and interest stimulation, as well as the influence of external factors, such as anchor traits, scene atmosphere, and internal factors, consumers’ psychology, and cognition, on impulsive consumption, aiming to provide references for consumers to make rational purchases.