In recent years, with the rapid development of Internet technology, live streaming e-commerce has gradually become the focus of public attention and has occupied an increasingly important position in consumers' daily lives. The significant difference between online retail and offline retail is whether consumers can directly touch the products, and the perception of the products plays a key role in consumers' purchasing decisions. Therefore, how to display products effectively is crucial for online retailers. This study aims to explore how the product display method of live streaming e-commerce affects consumers' impulsive buying behaviour, and collect consumers' views on live streaming e-commerce through questionnaires. The results show that improving the vividness and interactivity of product displays significantly enhances virtual touch, which in turn promotes impulsive buying behaviour. However, there is a positive correlation between virtual touch and perceived risk, and perceived risk fails to significantly inhibit impulsive buying behaviour, but instead shows a positive correlation, that is, high perceived risk increases impulsive buying behaviour. The conclusions of this study provide new insights into the future interaction model between online retailers and consumers, promote two-way communication, and improve communication efficiency. Through this study, online retailers can provide consumers with an experience closer to offline shopping when using live streaming e-commerce, thereby more effectively prompting consumers to make purchasing decisions.

Impulse buying is a widely pervasive phenomenon. Statistics shows that more and more shoppers are experiencing irresistible urge to purchase unplanned and in most cases unnecessary product. Existing researches fall short in identifying most suitable tools that marketers can adopt in order to promote impulsive sales. Therefore, this thesis provides deep analysis of those, controllable factors that influence impulse buying. Particularly four external cues are examined: product display, promotional signage, sensory elements and social atmospherics. Research has deductive approach. First, existing academic articles and research papers are analyzed. Then two different methods of primary data collection are covered. Self-reported online survey is used as a main research tool. Received data of 193 respondents is analyzed in SPSS software using Pearson correlation test and standard multiple regression analysis. Results of store experiment and interviews are covered next. The research concludes that product display has strongest impact on impulse buying, influences and encourages consumer unplanned purchase decisions. Thus, marketers are advised to promote product presentation in the stores.

本論は、広島の平和記念施設の敷地において、原爆ドーム前身の物産陳列館設立（1915）から慰霊碑後方の「平和の灯」設置（1964）まで、一貫して、平和ではなく繁栄を目指す造営と展示がなされてきたことを明らかにした。また、原爆ドームは、慰霊碑がある南からの眺めでは、原爆犠牲者の象徴のように見做されるのに対し、原爆スラムがあった北からの相貌では、被曝後を生きるものとして捉えられていたことを指摘した。以上のことから、現代における記念碑の意味を問い直した。 / In this dissertation I revealed that there had been consistently construction and exhibitions aimed at prosperity rather than peace, from the establishment of the product display hall (1915), the predecessor of the Atomic Bomb Dome to the setting up of the "Peace Flame" behind the cenotaph (1964) on the site where the Hiroshima Peace Memorial Facility is located. In addition, it was pointed out that the atomic bomb dome was regarded as a symbol of the victims of the atomic bomb in the view from the south where the cenotaph is located, and the appearance from the north where the atomic bomb slum was made to live after exposure. From the above, the meaning of the monument in the present age was questioned again. / 博士(芸術学) / Doctor of Philosophy in Art Theory / 同志社大学 / Doshisha University