Study on Impulse Shopping Intention of Consumers in Live Broadcast Rooms based on Anchor Factors and Perceived Value

Abstract

In recent years, while live-stream e-commerce has experienced rapid growth, it faces dual challenges of high impulse purchase rates (65% unplanned consumption) and high return rates (28%-32%), along with trust crises caused by influencers' exaggerated promotions. This study constructs a model based on the S-O-R theory, using influencer professionalism (knowledge and experience) and emotional attachment (audience emotional connection) as stimulating factors (S), perceived value (functional and hedonic values) as mediating factors (O), and impulse shopping intention as the response (R). Empirical analysis of 171 valid questionnaires reveals that both influencer professionalism and emotional attachment significantly positively influence perceived value (β=0.324 and 0.532, p<0.001), thereby enhancing impulse shopping intention. Notably, emotional attachment requires complete mediation through perceived value, whereas professionalism provides partial mediation. The research not only validates the decisive role of "human" elements in live-streaming but also offers theoretical support for enterprises to optimize influencer selection, enhance live-stream atmosphere, and improve platform algorithm design. Future studies could further validate the universality of these conclusions through larger sample sizes.