The Influence of Live Commerce on the Impulsive Consumption of Young People

Zhixuan Huang () and Jingqi Zhang ()
Additional contact information
Zhixuan Huang: Guangdong Experimental High School
Jingqi Zhang: Guangdong Experimental High School

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 591-594 from Springer

Abstract: Abstract With the popularity of social media, live commerce has came into our lives. Yet a serious of problems of impulsive consumption caused by live streaming have also came along, which young consumers are the group that being affected the most severely[1]. With the goal of reducing the economic burden of young consumers and their families, as well as contributing for the positive development of the economy, this research first analyzed the impact of young consumers’ cognitive needs on impulsive consumption during live streaming form consumer’s perspective[2]. Follows along, it also analyzed the impact of various promotion methods on impulsive consumption during live streaming fro the perspective of the external environment, as well as the problems that occurs after these abnormal consumption. Results showed that: cognitive needs inhibits impulsive consumption; different promotion methods influences consumer’s impulsive consumption; and impulsive consumption positively affecting the return behaviors[3]. The findings of this research can help consumers to effectively identify the promotion traps in live streaming, meanwhile, to provide advice for the government in formulating rational policies for such and related phenomenon.

Keywords: live commerce; impulsive consumption; Internet economy (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_87

Ordering information: This item can be ordered from
http://www.springer.com/9789464630367

DOI: 10.2991/978-94-6463-036-7_87

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().