중국 인플루언서의 전자상거래 생방송에서 시청자의 충동구매 행동에 미치는 요인에 관한 연구 : 긍정적 감정의 매개효과를 중심으로

E-commerce live broadcasting is the most remarkable business model in the recent e-commerce market in China. The amount of products sold on e-commerce live broadcasting can be proportional to the effectiveness of influencers on the web and marketing stimuli. And most of online sales can be attributed to viewers' impulsive purchases. Considering these points, this study investigated which variables among influencer characteristics and marketing stimuli had the greatest influence on positive emotions and impulse buying behaviors, and how these variables affected impulse buying behaviors. It was verified through the SOR model of impulse buying. The variable that had the greatest impact on positive emotions was demonstration uniqueness, one of the characteristics of influencers. The uniqueness of this demonstration indirectly influenced impulse buying behavior through positive emotions. On the other hand, the variable that had the greatest influence on impulse buying behavior was price discount, one of the marketing stimuli. This price discount had the greatest impact on impulse buying behavior. In other words, price discounts directly had a greater impact on impulse purchase behavior than positive emotions. This is different from the results of previous studies that the perceived variables induce impulse buying behavior through positive emotions. However, these results do not deny the discussion of brain science that impulsive buying behavior occurs due to the involvement of emotions. This study, which empirically verified the triggering path of impulse buying behavior, provides practical help to operators and viewers related to e-commerce live broadcasting.