A STUDY ON THE IMPACT OF BRAND REPUTATION ON IMPULSIVE CONSUMER CONSUMPTION IN THE CONTEXT OF LIVE STREAMING: A MODERATED MEDIATION MODEL

In 2024, the scale of live streaming e-commerce in China reached 4 trillion yuan, an increase of 47.69% year over year. 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 a good brand reputation are worth buying. When consumers encounter products with a good brand reputation and discounts, they often have the impulse to purchase them. Empirical analysis reveals a strong correlation between brand reputation, consumer shopping experience, and impulsive consumption in live streaming contexts. In the context of e-commerce live streaming, both brand reputation and consumer shopping experience can stimulate consumers to engage in 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 the consumer shopping experience through marketing methods, consumers are more likely to engage in impulsive consumption behavior.