The Impact of Live Streaming E-commerce on Impulse Purchasing Among Office Workers Within Three Years of Employment

Against the backdrop of rapid advancements in internet technology and continuous innovation in e-commerce models, live-streaming e-commerce has emerged as a significant form of consumption. This paper focuses on the group of office workers with less than three years of work experience, delving into the impact of live-streaming e-commerce on their impulse consumption behavior. Through literature review, the paper examines the theoretical framework linking live-streaming e-commerce and impulse consumption. Using questionnaire surveys to collect data, combined with descriptive statistics and correlation analysis, the study finds that key elements of live-streaming e-commerce, such as promotional activities and product presentation effectiveness, significantly influence the impulse consumption behavior of office workers with less than three years of work experience. Additionally, the income level, consumption values, and work pressure of office workers play a moderating role in this relationship. This study not only enriches research in the field of live-streaming e-commerce and impulsive consumption but also provides reference for e-commerce practitioners to optimize live-streaming marketing strategies and for office workers to reasonably plan their consumption, thereby promoting the healthy development of the live-streaming e-commerce industry and enhancing consumers’ rational consumption awareness.