Factors Driving Irrational Purchase Behavior of Live Streaming E-commerce: The Mediating Effect of Consumer Purchase Intention

Driven by the e-commerce live broadcast, the irrational purchase phenomenon of consumers has become more and more prominent. Based on SOR theory and social identity theory, this paper builds an intermediary effect model by collecting 286 questionnaires, aiming to deeply explore the causes of consumers' irrational purchase behavior under the background of e-commerce live broadcast, and propose corresponding solutions. The results show that price promotion, anchor characteristics and live broadcast interactivity all have a positive impact on irrational purchase behavior, and consumers' purchase intention plays a partial mediating role in this process.