Abstract
This article studies the impact of live commerce on impulsive consumption and future trends in the context of the rapid development of e-commerce. Live commerce is a business model that has emerged in recent years. This article will analyze how it affects consumers' judgment and purchase as a form of sales and predict the future of this form. The module of impulsive consumption will start from the concepts of behavioral economics and psychology, and discuss in detail the roles played by merchants, anchors and consumers. Future trends will discuss and predict the future of live broadcast commerce starting from the differences, advantages, sustainability and potential challenges between electronic live broadcast commerce and traditional commerce. The research results show that because merchants and anchors are good at using characteristics such as homogeneity, centrality, price and reputation or age, region and sex to induce consumers, impulsive consumption will indeed appear more frequently in live broadcast business. In addition, live broadcast business is benefiting from complete and sustainable industry chain, accessibility, and the characteristics of the times. In addition to the ethical concerns of inducing impulsive consumption, live broadcast commerce has many advantages and shows a positive upward trend in the future.
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