An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse

Bibliographic Data

ID12420547
AuthorsMian Yan (0000-0002-1305-4257, Jinan University, corresponding author), Alex Pak Ki Kwok (0000-0002-7961-8326, Hong Kong Shue Yan University), Alan H S Chan (0000-0002-7541-3163, City University of Hong Kong), Yu Sheng Zhuang (Jinan University), Kang Wen (Jinan University), Kai Chao Zhang (Jinan University)
Year2022
Volume33
Issue4
Pages1633-1663
Publication date2022-12-28
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-11-2020-0625
OpenAlexW4312223332
LanguageEN
Citations received15
References cited138

Purpose E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively. Design/methodology/approach A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing. Findings The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively. Originality/value This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies. Highlights I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse. Consumers’ attitude towards influencer ads affects their urge to buy impulsively. Influencer credibility affects consumer attitude via celebrity effect as a mediator. Trust affects consumer attitude via perceived usefulness as a mediator. Entertaining ads help develop favorable consumer attitude

Advertising · Business · Creativity · Credibility · Empirical research · Impulse (physics · Influencer marketing · Originality · Sample (material · Snowball sampling · Statistics · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing