Abstract
Under the impact of COVID-19, e-commerce live streaming has witnessed even more rapid development, attracting extensive attention from the government and enterprises. A complete e-commerce live broadcast is inseparable from the participation of live broadcast platforms, e-commerce anchors and consumers. In the live broadcast room, the recommendation of anchors, the feedback of consumers and other interactive behaviors may affect consumers' emotional perception of impulsiveness and make
淘宝电商直播的互动性对消费者冲动购买决策的影响研究-23277字.docx