STUDY ON THE INFLUENCE OF LIVE-STREAMING E-COMMERCE INTERNET CELEBRITY' PERFORMANCE MARKETING ON CONSUMERS' IMPULSIVE PURCHASING BEHAVIOUR

Abstract

Live-streaming e-commerce integrates traditional e-commerce and live video experiences, impacting consumer purchasing decisions through anchors' marketing behaviours and facilitating transactions between buyers and sellers. This study focuses on marketing behaviour, particularly performance marketing, which uniquely incorporates performance theory and practice into marketing actions, which is a key highlight of this research. Through the engaging elements of performance present in marketing, consumers can be immersed in realistic scenarios, gain easily remembered product information, and enhance their purchase intentions and brand favourability. Currently, live-streaming e-commerce, as an emerging branch of traditional e-commerce, lacks in-depth research and discussion among scholars regarding impulse buying desires in this context. Given the continuous development and improvement of live-streaming technology and platforms, the increasing integration of live-streaming into consumer lifestyles, and the growing influence of internet celebrity anchors on consumer behaviour, studying how internet celebrities' performance marketing in live-streaming affects consumers' impulse buying intentions and behaviour decisions is of significant marketing importance. This study explores the mechanism by which Internet celebrities' performance marketing in live-streaming affects consumers' impulse buying behaviour.