Understanding consumer impulse buying in livestreaming commerce: The product involvement perspective

Abstract

The rapid development of livestreaming commerce has received widespread attention from both theoretical and practical circles. However, relatively few studies have been conducted from a product perspective, and even fewer studies have analyzed product characteristics influencing consumers’ impulse buying based on product-involvement theory. Grounded on product involvement theory, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 504 livestreaming consumers in China. The results showed that functional value for money, perceived product quality, perceived product scarcity, instant feedback on product information, and perceived product knowledge of streamers can drive product cognitive and affective involvement, which, in turn, induce the consumer-felt urge to buy impulsively and engage in impulse buying behavior. However, the functionality of product design can only affect the product cognitive involvement, not the affective involvement. Implications for research and practice are discussed.

Will you purchase what I recommend? The role of interaction orientation, parasocial relation, and product involvement

“…As stated by Balaban et al (2022), product involvement is internal aspect of individuals that can be affected by certain situations. Gong and Jiang (2023) stated that a product can attract the attention of consumers if the seller builds good interactions through various platforms to create awareness, interest, and encourage purchasing action. Streamers who publish content will be able to provide good results in influencing purchase intentions if the streamer has a good interaction orientation.…”