Social Presence Drives Impulse Buying Behavior in Live Streaming

随着抖音、小红书等直播平台的发展，直播带货成为一种广受关注的销售模式。直播带货的互动性对冲动购买行为具有显著预测作用。本文首先介绍了直播带货的现象和特征，以及互动性特征带来的冲动购买行为。接着从社会临场感的角度出发，将不同维度的临场感与直播带货的场景特征相结合，总结社会临场感在互动性与冲动购买行为之间发挥的具体作用。最后，站在直播平台、消费者、相关机构和部门角度提出建议，以构建更良好的直播带货环境。With the development of live streaming platforms such as TikTok and Rednote, live streaming has become a sales model that has attracted wide attention. The interactivity of live streaming has a significant predictive effect on impulse buying behavior. This paper first introduces the phenomenon and characteristics of live streaming, as well as the impulse shopping behavior brought about by interactive characteristics. Then, from the perspective of social presence, this paper combines the presence of different dimensions with the scene characteristics of live streaming, and summarizes the specific role of social presence in the relationship between interactivity and impulse buying behavior. Finally, suggestions are put forward from the perspectives of live streaming platforms, consumers, relevant institutions and departments to build a better environment for live streaming.