Analysis of Influencing Factors on Impulsive Buying of Teenagers Live Streaming: An Example from Taobao Live Streaming

Abstract

The study focuses on the consumption behavior of teenagers live online shopping, taking Taobao platform as the research sample, and analyzing the development status of Taobao live platform to analyze and summarize the factors influencing teenagers impulsive buying. The study shows that the factors influencing teenagers live impulsive buying are characterized by the three-dimensional feature of service-price-experience.(1)The immaturity of teenagers ability to discriminate is easily influenced by external factors, which promotes impulsive buying; teenagers blindness, comparison and herd-like consumption psychology also induces impulsive buying.(2)Live platform quality after-sales service and risk monitoring can enhance the youths sense of trust in consumption, impulsive buying has a promotional effect; Live broadcast process anchor professional services and emotional interaction also has a promotional effect on the youths impulsive buying.(3)Price is the primary factor to stimulate teenagers impulsive buying, and live shopping can relatively reduce the shipping cost and bring commodity price discounts.(4)The development and application of new technology and new functions can enhance the experience and fun of teenagers live shopping, improve their sense of identification with commodities, and have a promoting effect on impulsive buying.