The Trigger Mechanism of Impulsive Consumption in Live Streaming

DOI: https://doi.org/10.62517/jnme.202510502

Author(s)

Zhu Fang

Affiliation(s)

Department of Psychology & Human Development, IOE, University College London, London, UK *Corresponding Author

Abstract

This study focuses on the impulse consumption trigger mechanism in the live streaming scenario. Through the review of relevant literature and the analysis of actual cases, various factors influencing consumers' impulsive consumption in live streaming were explored, including the live streaming environment, the behavior of the hosts, the characteristics of the products, and the psychological factors of consumers themselves. The research reveals how these factors interact with each other to jointly trigger consumers' impulsive purchasing behavior, providing theoretical basis and practical guidance for practitioners in the live-streaming e-commerce industry to better understand consumer behavior and formulate marketing strategies.

Keywords

Live Streaming; Impulsive Consumption; Trigger Mechanism; Consumer Behavior

References

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