Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing

Deng, Fengyi; Lin, YY; Jiang, Xia

doi:10.1016/j.chb.2023.107894

Cited by 14 publications

(2 citation statements)

References 64 publications

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“…and Deng [39,40]. After the formation of the initial questionnaire, the items were first reviewed by experts, teachers, and students in the field of apparel marketing, deleting or modifying unclear and ambiguous expressions, adjusting and enriching the content of the questionnaire according to the modifications, and then conducting a small pre-survey, and then modifying the questionnaire according to the results of the research.…”

Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

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Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

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Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

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“…Strict platform governance can also constrain the behaviors of live streamers. Some live streamers exhibit limited legal awareness, deliberately exaggerating or fabricating the performance and effects of products, inducing impulsive purchasing behavior among consumers (Deng et al, 2023). When the platform performs strict governance on live streamers, those live streamers engaged in improper conduct will be subject to temporary or permanent suspension from live streaming.…”

Section: Introductionmentioning

confidence: 99%

Fly or fall with the wings of live streamers? Quality signaling and platform governance in live streaming commerce

Yu,

Liu

2024

Manage Decis Econ

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Platforms play a regulatory role in governing live streamers. We build an analytical model to study the platform governance and its impacts on the signaling effects of live streamers. Unlike traditional signaling games, we incorporate the interaction between consumers and live streamers, and the signaling costs also relate to platform governance. Results indicate that low marginal costs for governance do not necessarily induce the platform to govern live streamers rigorously, especially when consumers and live streamers lack interaction. Strict governance can help the signaling effects of live streamers.

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Impulse buying in the digital age: An exploration using systematic literature review approach

Kaur,

Sharma

2024

J of Consumer Behaviour

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The article synthesizes online impulse buying research conducted through a systematic literature review (SLR) approach. The present review covers the diverse range of literature, from 2001 to 2024, conducted using the SPAR‐4‐SLR protocol. Drawing upon the theory‐context‐characteristics‐method (TCCM) framework, a literature synthesis provides an overview of article's descriptives, underpinning theories, contextual overview and methodological aspects. The review also highlights the variables related to the antecedents, mediators, moderators and consequences of online impulse buying and proposes the integrated conceptual framework of the concept. Lastly, the review highlights the gap in the literature and offers insightful directions to advance research in online impulse buying domain. Overall, this review is an attempt to make significant theoretical and practical contributions to the field of online impulse buying research.

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Influence mechanism of consumers’ characteristics on impulsive purchase in E-commerce livestream marketing

Cited by 14 publications

References 64 publications

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Fly or fall with the wings of live streamers? Quality signaling and platform governance in live streaming commerce

Impulse buying in the digital age: An exploration using systematic literature review approach

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