电商直播氛围线索对消费者冲动性购买意愿的影响

When consumers watch the e-commerce live broadcast, it is easy to enter into an immersive experience and make impulse consumption. For research the influence factors and internal mechanism of consumers\' impulse purchase intention under the situation of the e-commerce live broadcast, this paper will follow the S-O-R model and divide atmosphere cues into three dimensions: quality of the e-store content, e-store design and the navigation in an e-store, to study its impulse to consumer purchase intention, choosing the influence of emotional contagion as intermediary variables and perceived usefulness as a moderating variable and verifying its mediating and moderating role in the influence. The data were collected through questionnaire survey, and SPSS software was used for statistical analysis and hypothesis testing. Through research and analysis, the following conclusions are drawn: the atmosphere cues have a positive effect on the impulse purchase intention, and the emotional infection has a mediating effect on the atmosphere cues and impulse purchase intention. Enterprises can design and optimize the atmosphere cues in e-commerce live broadcast to improve consumers\' experience of watching live broadcast and attract consumers to purchase.