How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Lou, Liguo; Jiao, Yongbing; Jo, Myung‐Soo; Koh, Joon

doi:10.3389/fpsyg.2022.948634

Cited by 17 publications

(7 citation statements)

References 80 publications

(181 reference statements)

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“…, 2022). Other researchers have studied impulse buying in live e-commerce from perspectives including popularity cues (Lou et al. , 2022), human-computer interaction (Yang et al.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…Some researchers have studied the mechanism underlying the purchase intention of consumers from many perspectives including information technology (IT) affordance (Sun et al, 2019), online celebrity-product, product-livestreaming content matching (Park and Lin, 2020), swift guanxi (Zhang et al, 2020), reducing uncertainty (Lu and Chen, 2021), eye-tracking experiments (Fei et al, 2021), emotional contagion (Meng et al, 2021), emotional intermediary (Zhou and Tong, 2022) and mental imagery quality and customer trust (Wang et al, 2022). Other researchers have studied impulse buying in live e-commerce from perspectives including popularity cues (Lou et al, 2022), human-computer interaction (Yang et al, 2022), flow experience and time pressure (Dong et al, 2023), information transparency (Xu et al, 2022), livestreaming interactions (Liu et al, 2022) and extending the elaboration likelihood model with herd behavior (Yang and Lee, 2023).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

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Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Wang,

Zhu,

et al. 2024

IMDS

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PurposeAlthough user stickiness has been studied for several years in the field of live e-commerce, little attention has been paid to the effects of streamer attributes on user stickiness in this field. Rooted in the stimulus-organism-response (S-O-R) theory, this study investigated how streamer attributes influence user stickiness.Design/methodology/approachThe authors obtained 496 valid samples from Chinese live e-commerce users and explored the formation of user stickiness using partial least squares-structural equation modeling (PLS-SEM). Artificial neural network (ANN) was used to capture linear and non-linear relationships and analyze the normalized importance ranking of significant variables, supplementing the PLS-SEM results.FindingsThe authors found that attractiveness and similarity positively impacted parasocial interaction (PSI). Expertise and trustworthiness positively impacted perceived information quality. Moreover, streamer-brand preference mediated the relationship between PSI and user stickiness, as well as the relationship between perceived information quality and user stickiness. Compared to PLS-SEM, the predictive ability of ANN was more robust. Further, the results of PLS-SEM and ANN both showed that attractiveness was the strongest predictor of user stickiness.Originality/valueThis study explained how streamer attributes affect user stickiness and provided a reference value for future research on user behavior in live e-commerce. The exploration of the linear and non-linear relationships between variables based on ANN supplements existing research. Moreover, the results of this study have implications for practitioners on how to improve user stickiness and contribute to the development of the livestreaming industry.

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“…, 2022). Other researchers have studied impulse buying in live e-commerce from perspectives including popularity cues (Lou et al. , 2022), human-computer interaction (Yang et al.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Wang,

Zhu,

et al. 2024

IMDS

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“…It's within the sanctum of these store environs that the humdrum routines of purchases metamorphose into exhilarating escapades, pulsating with the thrill of spontaneity and excitement (Sarwar et al 2023). Furthermore, the external echo of sales promotions and the irresistible allure of discounted prices stand as beckoning sirens goading consumer impulses towards impromptu acquisitions (Lou et al 2022).…”

Section: Effect Of Sensation Cues On Impulse Buying Behaviormentioning

confidence: 99%

Influential Factors of Impulsive Buying Behavior: Analyzing Retail Dynamics at Hyperstar Shopping Mall in Pakistan

Sangi,

Pirzado,

Abro

et al. 2024

ABBDM

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In the perpetually shifting and dynamic realm of retail, the pivotal elements of differentiation and ensnaring customer trustworthiness stand as paramount imperatives. The crucial strategy for retailers in steadfast customer retention and captivating is to understand the complex factors behind impulse buying behavior. Henceforth, this study explores the influential factors guiding impulse buying and their dominancy in securing customer loyalty. Our primary goal was to differentiate influential factors of impulse buying behavior and then discover their adeptness potential for customer acquisition. More importantly, our focus gravitated towards dissecting the shopping environment encasing Hyperstar, Karachi, to extract empirical data through a meticulously targeted survey mechanism. A quantitative approach was implemented, surveying 382 respondents within the boundaries of Hyperstar. Employing a 5-point Likert scale questionnaire, the scrutinization leveraged a conventional tool, ensuring an unwavering reliability quotient exceeding 0.7 thresholds for each differentiated factor. The survey questionnaire was borrowed from antecedent researchers to seamlessly align with the context while ensuring robustness.The research culminated in the discernment of distinct factors; sensation cues, promotional approaches, and window displays. Exhibiting a positive correlation with impulse buying bents for retail commodities. Most notably, sensation cues appeared as the foremost catalyst, exerting a strangely profound influence on impulse buying behavior.The research steadfastly emphasizes the pivotal role played by sensory stimuli in direction-finding impulse purchases. By purposefully managing sensation cues line-up promotional strategies and window displays, retailers can efficiently attribute impulse buying behaviors to adoptive customer engagement and customer loyalty, to fortify the market standing in the dynamic retail domain.

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“…C. Chen & Yao, 2018; H. Gao et al, 2022; Lou et al, 2022). Third, the S-O-R model is suitable for investigating the mediation role of flow experience and the moderation role of situational variables.…”

Section: Conceptual Backgroundsmentioning

confidence: 99%

Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model

et al. 2023

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The emergence of live-streaming commerce has fueled the phenomena of impulse buying. However, existing understanding of this phenomenon is relatively limited. In this study, we adopted the stimulus-organism-response (SOR) paradigm to create an influence mechanism of impulse buying behavior in live streaming shopping. We investigated the influence of social presence and sales promotion (stimuli) on impulse buying behavior (response) through flow experience (organism). In addition, we also examined time availability and money availability, two situational variables, as moderators of flow experience and impulse buying behavior. To explore the factors that contribute to consumers’ impulse buying behavior, an online survey ( n = 375) was done in China. The empirical findings indicate that social presence and sales promotion positively affect flow experience, subsequently triggering consumers’ impulse buying behavior in live streaming. The results also indicated the positive moderation of money availability and time availability. Theoretically, the findings contribute to live- streaming commerce literature and impulse-buying literature. The findings also provide insightful managerial implications for live-streaming merchants to better understand impulse buying behavior to develop an effective marketing strategy.

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How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Cited by 17 publications

References 80 publications

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Influential Factors of Impulsive Buying Behavior: Analyzing Retail Dynamics at Hyperstar Shopping Mall in Pakistan

Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model

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