Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective

Li, Xiaolin; Li, You; Cai, Jiali; Cao, Yunzhong; Li, Liangqiang

doi:10.1007/978-3-030-72792-5_64

Cited by 4 publications

(3 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Hedonism and utilitarianism also play a role in stimulating consumer impulsivity in the context of live streaming media, e.g. Li et al (2021) found that streaming media users make impulsive purchasing decisions because individuals are driven by pragmatic and hedonistic antecedents. Kimiagari and Malafe (2021) found that both utilitarian and hedonistic shopping behaviors are indirectly associated with impulse buying, and that the two browsing behaviors, hedonic and utilitarian, play different mediating roles between external environmental stimuli and behavioral outcomes.…”

Section: Utilitarian and Hedonic Browsingmentioning

confidence: 99%

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Liu,

Abdul Hamid,

Ya'akub

2024

JSIT

View full text Add to dashboard Cite

Purpose Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior. Design/methodology/approach Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique. Findings The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases. Practical implications This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior. Originality/value The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

show abstract

Section: Utilitarian and Hedonic Browsingmentioning

confidence: 99%

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Liu,

Abdul Hamid,

Ya'akub

2024

JSIT

View full text Add to dashboard Cite

show abstract

“…It may also derive from a relationship state with the streamer, such as para-social interactions ( Ko and Chen, 2020 ), affective intensives ( Zhang et al, 2022a ), swift guanxi ( Men and Zheng, 2019 ), etc. The second stream focuses on the technical features of live streaming, including technology enablers such as visibility affordance, meta-voicing affordance, and guidance shopping affordance ( Sun et al, 2019 ); Learning-related affordances like coactive vicarious learning and independent vicarious learning ( Li et al, 2020 ); And IT-mediated mechanisms such as value transmission, vicarious experience learning, and product presentation ( Chen et al, 2019 ). Recent research tends to integrate social and technological drivers.…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

“…These valuable interactions may contribute to heightened pleasure levels. Since consumers can find emotional resonance from similar views, obtain a sense of belonging and self-enhancement, and obtain the effect of vicarious learning from observation to acquire more product knowledge ( Li et al, 2020 ). Zhao et al (2019) believe that spiritual resonance and coordination with members of the community can bring great enjoyment.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

How social and media cues induce live streaming impulse buying? SOR model perspective

Xia,

Chae,

Xiang

2024

Front. Psychol.

View full text Add to dashboard Cite

Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers’ urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables’ effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

show abstract

Influence of Streamer Characteristics on Trust and Purchase Intention in Live Stream Shopping

Grassauer,

Auinger

2024

HCI in Business, Government and Organizations

View full text Add to dashboard Cite

Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective

Cited by 4 publications

References 16 publications

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

How social and media cues induce live streaming impulse buying? SOR model perspective

Influence of Streamer Characteristics on Trust and Purchase Intention in Live Stream Shopping

Contact Info

Product

Resources

About