A STUDY ON THE IMPACT OF APPAREL E-COMMERCE LIVE STREAMING ON CONSUMERS' IMPULSIVE BUYING INTENTIONS

The e-commerce live broadcasting platform has become a significant avenue for clothing companies to enhance their promotional strategies. This paper examines the influence mechanisms of clothing e-commerce on consumers' impulse purchasing behavior from a consumer perspective. Utilizing the Stimulus-Organism-Response (SOR) model, the study proposes a novel hypothesis and conducts empirical verification to assess its validity. This paper investigates the mediating role of arousal in the development of consumers' impulsive purchase intentions. Additionally, it examines the relationships among price promotion, interactivity, clothing display, opinion leaders, and consumers' impulsive willingness within the context of clothing e-commerce live broadcasts. The data analysis reveals that price promotions, interactivity, clothing displays, and opinion leaders in clothing e-commerce live broadcasts exert a significant positive influence on the arousal emotion. Furthermore, these heightened arousal emotions significantly enhance consumers' impulsive purchase intentions within the context of e-commerce live broadcasting, ultimately influencing their actual purchasing behavior. In summary, the impact of clothing e-commerce live broadcast on consumers' impulsive purchase intention discussed in this paper provides valuable practical implications for merchandise sales within clothing live broadcast environments. These findings can assist merchants in strategically planning live broadcast activities, leveraging emotional stimulation to enhance consumer purchasing behavior, and ultimately improving sales conversion rates.