A study on the impact of perceived financial constraints on Chinese consumer preferences for livestreaming scenarios

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Abstract In recent years, China’s economic growth rate has slowed down, the consumption level has increased, the financial pressures on people have risen, and more and more consumers feel financial constraints. Through two experiments, this study explored the impact of the sense of financial constraint on consumers’ livestreaming scene preferences and the dual roles of mediation and moderation of their flow experience. Experiment 1 used a one-way completely randomized design to measure the sense of financial constraint and initially verified that consumers in a state of financial constraint reduce their browsing preferences for artificially constructed types of livestreaming scenes. Experiment 2 used a two-by-two completely randomized design to confirm that a sense of financial constraint reduces consumers’ browsing preference for artificially constructed livestreaming scenes and reduces the mediating and moderating roles of flow experience on the sense of financial constraint and consumers’ browsing preference for artificially constructed scenes. This study not only enriches the related research on the sense of financial constraint in the field of consumer psychology but also complements and improves the research on e-commerce livestreaming and provides certain reference suggestions for e-commerce enterprises’ scene selection and consumers’ pursuit of individual happiness.