Research on Online Interaction and Consumer Impulsive Buying Behavior in Live Shopping Platform Based on the Structural Equation Model

Affected by the COVID-19 epidemic, most people are used to shopping online. Online e-commerce live broadcast has won the favor of merchants and has become an important means of marketing. Firstly, theoretical framework of impulse shopping is constructed based on the analyzed literature on online interaction, presence and impulse shopping. Secondly, the hypotheses about the relationship among online interaction, presence, flow experience and impulse shopping are put forward. Finally, the structural equation model is used to analyze the influence path of online interaction on people's impulse shopping behavior surrounded bye-commerce live broadcast. The results show that synchrony is positively correlated with both spatial presence and flow experience, and responsiveness is positively correlated with spatial presence. In addition, fun is positively correlated with both social presence and flow experience. Interpersonal relationship is positively related with both social presence and flow experience. What's more, presence has both direct and indirect effects on impulse buying. The flow experience plays a mediating role in the indirect effects.