Impact of Entertainment Interaction in Live E-commerce on the Impulsive Consumption Behavior of Consumers of Well-known Clothing Brands: A Study of Zhejiang Province, China

In recent years, live streaming e-commerce has emerged rapidly as a new consumption model, especially in large cities such as Hangzhou, Zhejiang Province, China. The main purpose of this study is to explore the impact mechanism of live streaming interaction on impulse buying intention, especially the mediating and moderating role of consumer pleasure and user experience in this process. This study used a questionnaire survey method to distribute 500 questionnaires, and finally collected 268 valid questionnaires. The structural equation model (SEM) was used to analyze the data. The results showed that live streaming interaction significantly affected consumers’ impulse buying intention and mediated through consumer pleasure. At the same time, user experience played a significant moderating role in the relationship between consumer pleasure and impulse buying intention. When the user experience level was high, consumer pleasure had a stronger influence on impulse buying intention. This study not only provides theoretical support for further understanding of consumer behavior in live streaming e-commerce, but also puts forward practical suggestions for the design and marketing strategies of future live streaming e-commerce platforms.