Abstract

Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

Highlights

  • With the advancement of Internet technology, online shopping has long been upgraded from text and pictures to multimedia

  • We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period

  • We adopted the partial least squares (PLS) method to execute data analysis, which allows researchers to specify the relationships among the factors of conceptual interest and the measures underlying each construct, and PLS does not have rigorous restrictions on variable distributions

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Summary

Introduction

With the advancement of Internet technology, online shopping has long been upgraded from text and pictures to multimedia. Under the popularity of live streaming, some vendors on social commerce platforms began to adopt live streaming as a tool to E-commerce in China. This has led to the emergence of a new model of social commerce called live streaming commerce [1]. Internet Network Information Center pointed out that as of December 2020, China’s online shopping users had reached 782 million, with a utilization rate of 79.1%. Live streaming commerce has become a new trend of E-commerce This new business model began in 2015 and bloomed in 2019.

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