The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

Zhang, Zhenfang; Zhang, Nan; Wang, Jiguang

doi:10.3390/su14042122

Cited by 38 publications

(18 citation statements)

References 37 publications

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“…Reducing overconsumption is a helpful means to promote sustainable consumption (e.g., [101,102]). The adverse impacts of overconsumption are usually related to impulsive buying behavior because impulsive buying can be harmful for consumers' well-being and for society in the realm of sustainability [4].…”

Section: Discussionmentioning

confidence: 99%

The Determinants of Impulsive Buying Behavior in Electronic Commerce

Wang

Pan

et al. 2022

Sustainability

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Consumers’ online impulsive buying behavior has become more and more frequent in the digital era. There is increasing concern regarding the adverse consequences that impulsive buying has generated for consumer wellbeing and the sustainability of our society and environment. In search of a way to decreasing impulsive consumption, this article proposes a comprehensive framework to explore the potential determinants of online impulsive buying behavior from the perspective of consumer characteristics grounded on the literature on sustainability, psychology and consumer behavior. Through an online survey, a total of 425 valid responses were obtained. Extroversion and neuroticism in personality, negative emotions, collectivism in culture and the cognitive and affective factors of impulsive buying tendency are found to be positively correlated with impulsive buying behavior, whereas self-control shows a negative impact on impulsive buying behavior. Furthermore, this study identifies the mediating roles that negative emotions and collectivism play. Specifically, in addition to the direct routes, neuroticism, self-control and the affective factor of impulsive buying tendency can indirectly influence impulsive buying behavior through the mediation of negative emotions, whereas extroversion can indirectly affect impulsive buying behavior with collectivism as the mediator. To conclude, theoretical and practical implications of this research are elaborated to promote sustainable consumption from both the micro and macro perspectives.

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Section: Discussionmentioning

confidence: 99%

The Determinants of Impulsive Buying Behavior in Electronic Commerce

Wang

Pan

et al. 2022

Sustainability

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“…This study shows a positive relationship between shopping lifestyle and impulse buying behavior. From the results of previous studies proposed by Zhang, Zhang, & Wang (2022), there is a positive and significant influence of shopping lifestyle on impulsive buying behavior. Based on previous empirical studies, the following hypotheses can be formulated: H4: Shopping style has a significant positive effect on online impulsive buying.…”

Section: The Effect Of Shopping Style On Online Impulse Buyingmentioning

confidence: 95%

Ask, Bid, Buy! Online Impulse Buying Behaviour of Ethnic Chinese Mothers in Indonesia

2022

QAS

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The condition of consumer behavior of ethnic Chinese mothers in Indonesia, which has experienced significant changes due to the increasingly massive Covid-19 pandemic, uses the marketplace as a shopping medium. This condition has encouraged commercial growth and economic recovery after the Covid-19 pandemic. In this case, the growth of the modern market that attracts a large number of customers causes consumer purchasing decisions to be more spontaneous. This study aims to analyze the ability of positive emotions to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. This research is exploratory quantitative research that uses purposive sampling in the sampling process. The criteria for the desired respondents are ethnic Chinese mothers who have purchased products online more than 7 times. This study's sample number was 1,357 respondents with data analysis techniques using path analysis (SEM). The analysis results show that there is a direct influence of shopping style, social factors, sales promotion on positive emotions and online impulse buying. This study also revealed that positive emotions were able to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying.

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“…Existing literature points out that compared to offline physical store shopping, consumers tend to show more impulsive consumption characteristics when shopping online. In livestreaming e-commerce, this behavior is mainly driven by an anchor’s product presentation or marketing stimulation: when consumers watch a live stream, they first generate an impulsive consumption intention ( Zhang Z. et al, 2022 ), and then convert it into impulsive consumption behavior ( Yu and Zheng, 2022 ).…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

Cited by 38 publications

References 37 publications

The Determinants of Impulsive Buying Behavior in Electronic Commerce

The Determinants of Impulsive Buying Behavior in Electronic Commerce

Ask, Bid, Buy! Online Impulse Buying Behaviour of Ethnic Chinese Mothers in Indonesia

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

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