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Abstract：
To explore the influencing factors of consumers\' impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers\' impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers\' impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers\' impulsive purchase behavior by affecting consumers\' trust and flow experience. The empirical results have important theoretical and practical significance.
摘要：
探讨消费者在直播中冲动性购买行为的影响因素，基于刺激-有机体-反应框架，我们通过查阅文献，构建了流媒体如何影响消费者冲动购买行为的模型。通过问卷收集数据，并利用结构方程模型进行了实证研究，探讨了拖缆影响消费者冲动性购买行为的机制。结果表明，流光特征(个人魅力，专业性)和流媒体性能(交互性，娱乐)通过影响消费者的信任和流量体验来影响消费者的冲动性购买行为。实证结果具有重要的理论和现实意义。
