Research on Influence of Interactive Atmosphere and Purchase Restrictions on Impulse Consumption Intention

Through the survey of 322 live customer consumption behavior, a conceptual model of the influencing factors of impulsive consumer intention is constructed, and the impact of interactive atmosphere and purchase restrictions on customer impulsive consumption behavior is analyzed, as well as the role of social presence and contradictory attitude in it. The study found that the interactive atmosphere and purchase restrictions have a significant positive impact on social presence; Social presence plays a significant positive role in promoting impulse consumption, and social presence plays a partial intermediary role between purchase restriction and impulse consumption, also interactive atmosphere and impulse consumption. Contradictory attitude plays a negative regulating role between social presence and impulse consumption.