Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 60 , 05 January 2024
Open
Access | Article
Analysis of Influencing Factors on Impulsive Buying of Teenagers’ Live Streaming: An Example from Taobao Live Streaming
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Abstract
The study focuses on the consumption behavior of teenagers’ live online shopping, taking Taobao platform as the research sample, and analyzing the development status of Taobao live platform to analyze and summarize the factors influencing teenagers’ impulsive buying. The study shows that the factors influencing teenagers’ live impulsive buying are characterized by the three-dimensional feature of “service-price-experience”.(1)The immaturity of teenagers’ ability to discriminate is easily influenced by external factors, which promotes impulsive buying; teenagers’ blindness, comparison and herd-like consumption psychology also induces impulsive buying.(2)Live platform quality after-sales service and risk monitoring can enhance the youth’s sense of trust in consumption, impulsive buying has a promotional effect; Live broadcast process anchor professional services and emotional interaction also has a promotional effect on the youth’s impulsive buying.(3)Price is the primary factor to stimulate teenagers’ impulsive buying, and live shopping can relatively reduce the shipping cost and bring commodity price discounts.(4)The development and application of new technology and new functions can enhance the experience and fun of teenagers’ live shopping, improve their sense of identification with commodities, and have a promoting effect on impulsive buying.
Keywords
impulsive consumer behavior, adolescents, webcast shopping, Taobao
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-211-4
- ISBN (Online)
- 978-1-83558-212-1
- Published Date
- 05 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/60/20231176
- Copyright
- 05 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited