A study on the impact of brand reputation on impulsive consumer consumption in the context of live streaming : a moderated mediation model

Abstract

In 2024, the scale of live streaming e-commerce in China reached 4 trillion yuan, a year-on-year increase of 47.69%. The market size of China's e-commerce live streaming industry from 2020 to 2023 was 1.5 trillion yuan, 2.2 trillion yuan, 3.5 trillion yuan, and 4 trillion yuan, respectively. Economic data shows that the market size of China's e-commerce live streaming industry has grown rapidly. In the eyes of pragmatic consumers, products with good brand reputation are worth buying. When consumers encounter products with good brand reputation and discounts, they often have the impulse to purchase. Through empirical analysis, it can be concluded that there is a strong correlation between brand reputation, consumer shopping experience, and impulsive consumption in the context of live streaming. In the context of e-commerce live streaming, both brand reputation and consumer shopping experience can stimulate consumers to make impulsive consumption behavior, among which consumer shopping experience has a greater impact on consumer impulsive consumption behavior. When a company enhances its brand reputation and enhances consumer shopping experience through marketing methods, consumers are more likely to engage in impulsive consumption behavior