A STUDY ON THE RELATIONSHIP BETWEEN LIVE COMMERCE CONTENT AND CONSUMERS' IMPULSIVE BUYING BEHAVIOR FOR COFFEE PRODUCTS

Abstract

The purpose of this study are 1) to study the impact of live commerce content on consumers’ impulsive buying behavior 2) to study the impact of live commerce content on mind-flow experience and 3) to study the impact of mind-flow experience on consumers’ impulsive buying behavior of coffee products consumers living in China. 425 questionnaires were distributed to people living in China and finally 385 valid questionnaires were used for statistical analysis and hypothesis testing by using SPSS. The study found that live commerce content significantly and positively influences consumers’ impulsive buying behavior; live commerce content significantly and positively influences mind-flow experience; and the study also found that mind-flow experience significantly and positively influences consumers’ impulsive buying behavior.