Abstract
In the past two years, with the continuous development of the Internet economy and the increase of e-commerce platforms, product sales in the form of live broadcast have also become the mainstream. This article takes e-commerce live broadcasts as the starting point, and takes consumers who have experienced live broadcasts to make impulsive purchases as the research object. Based on theoretical research and empirical analysis, this article focuses on the factors that trigger consumer impulsive buying behaviors in e-commerce live broadcasts, including marketing incentives (promotion discounts), scenarios (anchor interaction) and individual characteristics (positive emotions) and their influence mechanisms. Through the analysis of the above factors, consumers have a clearer understanding of the psychological activities and purchasing behaviors when their impulse purchases occur, and guide different consumer groups to make rational and appropriate consumption. On the other hand, they assist e-commerce companies to make full use of live marketing, value and precise positioning of target consumer groups, optimization of corporate marketing decision-making and management level.