As the most popular online shopping method at present, live streaming shopping has achieved remarkable results. Live streaming shopping has also been widely concerned and studied. However, few scholars have conducted empirical research on how to promote product sales in the context of public welfare live streaming. Based on the S-O-R theory, we analyze the impact mechanism of consumers' impulse buying under the scenario of public welfare live streaming through questionnaires, aiming to provide marketing strategy suggestions for solving the problem of live streaming, product promotion. The results show promotion efforts and moral elevation positively affect consumers' perceived value and impulsive buying intention, and the mediating effect of perceived value is significant. We enriche the research elements of impulse buying from live streaming commerce, promotes the integration of marketing disciplines and social sciences, and provide marketing strategy for solving the problem of products, which has certain theoretical and practical value.
Yang, Jinglei; Zheng, Xinyuan; and Huang, Linjun, "Research on the Influence Mechanism of Consumers' Impulsive Buying under the Scenario of Public Welfare Live Streaming" (2022). WHICEB 2022 Proceedings. 52.