@article{ART002899872},
author={Ying Yu and LIU ZIYANG},
title={Research on impulse purchase of live e-commerce platform users based on ELM model in China},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2022},
volume={27},
number={11},
pages={295-304},
doi={10.9708/jksci.2022.27.11.295}

TY - JOUR
AU - Ying Yu
AU - LIU ZIYANG
TI - Research on impulse purchase of live e-commerce platform users based on ELM model in China
JO - Journal of The Korea Society of Computer and Information
PY - 2022
VL - 27
IS - 11
PB - The Korean Society Of Computer And Information
SP - 295
EP - 304
SN - 1598-849X
AB - The purpose of this study is to investigate the influencing factors and mechanism of the characteristics of the live broadcast e-commerce platform and the characteristics of the host on the impulse purchase intention of live broadcast viewers. Based on the ELM model, this study complements existing research content. This study adopts the form of questionnaire survey and conducts empirical analysis using SPSS, AMOS, Mplus and other analysis software for online live broadcast users. The results show that the characteristics of live broadcast platforms have a positive impact on consumers' flow experience and satisfaction; the personal characteristics of anchors have a positive impact on consumers' flow experience and satisfaction; consumers' flow experience and satisfaction have a positive impact on impulse Purchase intention has a positive impact, and flow experience and satisfaction have a mediating effect on the characteristics of the live broadcast platform and the personal characteristics of the host.
KW - ELM model;central path;peripheral path;live broadcast platform;impulse buying
DO - 10.9708/jksci.2022.27.11.295
ER -

Ying Yu and LIU ZIYANG. (2022). Research on impulse purchase of live e-commerce platform users based on ELM model in China. Journal of The Korea Society of Computer and Information, 27(11), 295-304.

Ying Yu and LIU ZIYANG. 2022, "Research on impulse purchase of live e-commerce platform users based on ELM model in China", Journal of The Korea Society of Computer and Information, vol.27, no.11 pp.295-304. Available from: doi:10.9708/jksci.2022.27.11.295

Ying Yu, LIU ZIYANG "Research on impulse purchase of live e-commerce platform users based on ELM model in China" Journal of The Korea Society of Computer and Information 27.11 pp.295-304 (2022) : 295.

Ying Yu, LIU ZIYANG. Research on impulse purchase of live e-commerce platform users based on ELM model in China. 2022; 27(11), 295-304. Available from: doi:10.9708/jksci.2022.27.11.295

Ying Yu and LIU ZIYANG. "Research on impulse purchase of live e-commerce platform users based on ELM model in China" Journal of The Korea Society of Computer and Information 27, no.11 (2022) : 295-304.doi: 10.9708/jksci.2022.27.11.295

Ying Yu; LIU ZIYANG. Research on impulse purchase of live e-commerce platform users based on ELM model in China. Journal of The Korea Society of Computer and Information, 27(11), 295-304. doi: 10.9708/jksci.2022.27.11.295

Ying Yu; LIU ZIYANG. Research on impulse purchase of live e-commerce platform users based on ELM model in China. Journal of The Korea Society of Computer and Information. 2022; 27(11) 295-304. doi: 10.9708/jksci.2022.27.11.295

Ying Yu, LIU ZIYANG. Research on impulse purchase of live e-commerce platform users based on ELM model in China. 2022; 27(11), 295-304. Available from: doi:10.9708/jksci.2022.27.11.295

Ying Yu and LIU ZIYANG. "Research on impulse purchase of live e-commerce platform users based on ELM model in China" Journal of The Korea Society of Computer and Information 27, no.11 (2022) : 295-304.doi: 10.9708/jksci.2022.27.11.295