The Influence of Live Commerce on the Impulsive Consumption of Young People

With the popularity of social media, live commerce has came into our lives. Yet a serious of problems of impulsive consumption caused by live streaming have also came along, which young consumers are the group that being affected the most severely[1]. With the goal of reducing the economic burden of young consumers and their families, as well as contributing for the positive development of the economy, this research first analyzed the impact of young consumers’ cognitive needs on impulsive consumption during live streaming form consumer’s perspective[2]. Follows along, it also analyzed the impact of various promotion methods on impulsive consumption during live streaming fro the perspective of the external environment, as well as the problems that occurs after these abnormal consumption. Results showed that: cognitive needs inhibits impulsive consumption; different promotion methods influences consumer’s impulsive consumption; and impulsive consumption positively affecting the return behaviors[3]. The findings of this research can help consumers to effectively identify the promotion traps in live streaming, meanwhile, to provide advice for the government in formulating rational policies for such and related phenomenon.