The Influence of Live Commerce on the Impulsive Consumption of Young People

DOI

10.2991/978-94-6463-036-7_87How to use a DOI?

Keywords

live commerce; impulsive consumption; Internet economy

Abstract

With the popularity of social media, live commerce has came into our lives. Yet a serious of problems of impulsive consumption caused by live streaming have also came along, which young consumers are the group that being affected the most severely[1]. With the goal of reducing the economic burden of young consumers and their families, as well as contributing for the positive development of the economy, this research first analyzed the impact of young consumers’ cognitive needs on impulsive consumption during live streaming form consumer’s perspective[2]. Follows along, it also analyzed the impact of various promotion methods on impulsive consumption during live streaming fro the perspective of the external environment, as well as the problems that occurs after these abnormal consumption. Results showed that: cognitive needs inhibits impulsive consumption; different promotion methods influences consumer’s impulsive consumption; and impulsive consumption positively affecting the return behaviors[3]. The findings of this research can help consumers to effectively identify the promotion traps in live streaming, meanwhile, to provide advice for the government in formulating rational policies for such and related phenomenon.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhixuan Huang
AU  - Jingqi Zhang
PY  - 2022
DA  - 2022/12/31
TI  - The Influence of Live Commerce on the Impulsive Consumption of Young People
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 591
EP  - 594
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_87
DO  - 10.2991/978-94-6463-036-7_87
ID  - Huang2022
ER  -