Research on the Driving Factors of Impulse Buying Behavior among Consumers in Live Streaming E-Commerce

Live streaming e-commerce compresses real-time display, interactive Q&A, community gathering, and instant payment into the same scene, significantly reducing the time for consumers to complete payment from product contact and increasing the possibility of unplanned purchases. This paper does not fabricate survey data, but builds an explanation framework of "platform and marketing stimulation - cognitive and emotional state - purchase impulse - actual behavior" based on the stimulus organism response model, integrating research on impulse purchase, availability of information technology, social presence and flow experience, and combining the public data of China Internet Network Information Center. Research suggests that limited time discounts, scarce prompts, anchor credibility, interaction quality, product matching, algorithm recommendations, and group leads do not work in isolation, but rather drive decision-making through perceived value, trust, arousal, and immersion; Price level, product involvement, availability of time and funds, impulse buying tendency, and consumer self-control constitute important boundaries. Based on the above mechanism, the article proposes a governance plan with true disclosure, moderate promotion, algorithm moderation, and calm decision support as the core, providing reference for platform optimization of business quality, merchants to reduce returns and complaints, and consumers to form rational purchasing ability.