Study on The Influence of Situational Factors of E-commerce Live Broadcasting on Consumers’ Impulse Buying Behavior

Based on SOR theory, the situational factors of e-commerce live streaming are sorted out, and influence information processing process viewers impulse buying behavior is studied. To verify research hypothesis, 246 valid questionnaires were collected, SPSS software was used for empirical analysis. The results show that flow experience has a significant impact user cognition behavior. In addition to anchors themselves, other have users’ cognitive attitude emotional attitude.