The Effect of Live Commerce Marketing Stimuli on Impulse Buying: Focused on the Mediating Effect of Consumer Psychological Characteristics

Purpose: The purpose of this study is to examine the mediating effect of consumer psychological characteristics on the effect of live commerce marketing stimuli on impulse purchases. Research design, data, and methodology: Based on 406 copies of data obtained through a survey of Chinese consumers in their 20s∼40s who have purchased in the last 6 months through live commerce, marketing stimulus factors were divided into product factors, show hosto factors, facilitating factors, and situation factors. consumer psychological characteristics were selected for innovativeness and impulsiveness as internal stimuli. Hypothesis was analyzed using multiple regression analysis, three-step mediated regression analysis and sobel test analysis. Results: First, the sub-factors of the live commerce marketing stimulus factors, product factors, show hosto factors, facilitating factors, and situational factors, were all tested to have a positive effect. Specifically, product factors were found to have the greatest influence on impulse purchases, followed by show host factors, situation factors, and facilitating factors. Second, it was found that between live marketing stimuli and impulse purchases, both Innovativeness and impulsiveness, which are consumer psychological characteristics, played a partial mediating role. Implications: First, impulse purchases in live commerce are generated by various marketing stimuli of companies. Product factors are crucial and require product strategies that reflect practical attributes of the product along with unique designs or effective display effects. Additionally, it is important to prioritize the attractiveness and expertise of show hosts and present strategies that create an interactive selling atmosphere. Second, by leveraging consumers’ psychological characteristics and utilizing differentiated personalized marketing stimuli in live commerce, positive purchasing behavior among consumers can be induced.