Exploring Factors Affecting Consumer's Impulse Buying Behavior in Live-Streaming Shopping
An Interactive Research Based Upon SOR Model
Bibliographic Data
| ID | 3265339 |
|---|---|
| Authors | Chunhui Huo (0000-0003-4087-4389, Liaoning University), Xiaorui Wang (0000-0002-7795-0990, Liaoning University, corresponding author), Muhammad Waqas Sadiq (0000-0003-3331-0702, Liaoning University), Ming Pang (0009-0000-4008-4462, Liaoning University) |
| Year | 2023 |
| Volume | 13 |
| Issue | 2 |
| Publication date | 2023-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/21582440231172678 |
| OpenAlex | W4376875628 |
| Language | EN |
| Citations received | 9 |
| References cited | 78 |
The emergence of live-streaming commerce has fueled the phenomena of impulse buying. However, existing understanding of this phenomenon is relatively limited. In this study, we adopted the stimulus-organism-response (SOR) paradigm to create an influence mechanism of impulse buying behavior in live streaming shopping. We investigated the influence of social presence and sales promotion (stimuli) on impulse buying behavior (response) through flow experience (organism). In addition, we also examined time availability and money availability, two situational variables, as moderators of flow experience and impulse buying behavior. To explore the factors that contribute to consumers' impulse buying behavior, an online survey ( n = 375) was done in China. The empirical findings indicate that social presence and sales promotion positively affect flow experience, subsequently triggering consumers' impulse buying behavior in live streaming. The results also indicated the positive moderation of money availability and time availability. Theoretically, the findings contribute to live- streaming commerce literature and impulse-buying literature. The findings also provide insightful managerial implications for live-streaming merchants to better understand impulse buying behavior to develop an effective marketing strategy
Advertising · Business · Live Streaming · Moderation · Multimedia · Situational ethics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
The role of social presence in impulsive buying during live streaming E-commerce
Store, product, and culture
Trans-Parasocial Relation Dynamics
The influence of streamer characteristics on impulse buying intentions in live streaming
How live streaming influences trust in social commerce
Harnessing the power of suspense in megalive sessions
The Mechanism of Stimulating Resident tourists’ Place Attachment via Festivals
Evaluating Smokers’ Purchase Intentions Under the Stimulus-Organism-Response Framework
Analyzing User Psychology and Behavior in Short-Form Video Shopping Platforms
The state of online impulse-buying research
Measuring the Customer Experience in Online Environments
Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
How attachment affects user stickiness on live streaming platforms
Impulse buying
Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce
What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model
Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues
Empirical testing of a model of online store atmospherics and shopper responses
Impulse buying
What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement
Flow
Common method biases in behavioral research
The social psychology of telecommunications
To shop or not
When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo
How to retain customers
Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce
Effects of Price Discounts and Bonus Packs on Online Impulse Buying
Socio-economic status, delay of gratification, and impulse buying
Characterizing Chinese consumers’ intention to use live e-commerce shopping
Situational Variables and Consumer Behavior
Communicating Price Information through Semantic Cues
The Buying Impulse
Normative Influences on Impulsive Buying Behavior
| Unique citing works | 9 |
|---|---|
| Citations per year | 4,5 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 8 |