Determinants of Consumer Impulse Purchase in Live Streaming Commerce in China: A Conceptual Analysis

Abstract

Live streaming commerce, which combines the features of live streaming and e-commerce, is booming in China. The omnipresence of impulse purchases among live streaming commerce consumers is evident. Due to the adequacy of the literature that has not been extended to consumers' impulse purchases in live streaming commerce; this study develops a conceptual model to investigate the determinants of consumers' impulse purchases in China. Drawing on the Social Impact Theory model, this study examines how para-social interaction, social presence from the perspective of platform, live streamers and other viewers, and telepresence influence consumers' impulse purchases in live streaming commerce platforms in China. This study will aid live streamers and online merchants in their understanding of how to enhance consumer purchasing. Additionally, it serves as a guide for developing a live streaming business in other countries.

Understanding the Effects of Live Streaming Commerce Features on Chinese Consumers’ Repurchase Intention: A Conceptual Analysis

“…Live streaming commerce refers to a type of e-commerce where live streaming technology is incorporated into e-commerce platforms or business activities on live streaming platforms (Zhu & Vijayan, 2023). Live streaming commerce, which has recently become mainstream, shows enormous potential to promote simultaneous interaction between sellers and users, offering in-depth information and incorporating hedonic components to entice customers into live streaming shopping (Xu et al, 2020).…”

“…Furthermore, Lee et al (2019) uncovered that telepresence contributes to consumer satisfaction in e-commerce. Compared to general ecommerce, the live streaming commerce enables customers to perceive higher levels of telepresence as it offers more detailed information and a more immersive atmosphere (Zhu & Vijayan, 2023).…”

“…Analyzing the various antecedents that can potentially impact a consumer's repurchase intention is crucial for ensuring the sustainable growth of live streaming commerce. Moreover, owning to the pervasiveness of live streaming shopping in China, numerous researchers examined live streaming commerce consumers' behavior from multiple perspectives, such as purchase intention (Apasrawirote & Yawised, 2022;Ma et al, 2022) and impulsive buying (Zhu & Vijayan, 2023). However, a paucity of studies focusing on consumers' repurchase intention in live streaming commerce.…”

“…Live streaming commerce offers users a wide range of products with visualized details, creating a high level of immersion and interactivity and enhancing the telepresence they perceive (Zhu & Vijayan, 2023). Telepresence has been deemed a critical construct influencing live streaming commerce consumers' purchase behavior (Dong et al, 2022).…”

Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming

“…Shopee, not just a marketplace, stands out as a pioneer in the online fashion industry, making it a perfect model for examining the effects of live streaming on improving fashion sales. Shopee significantly contributes to the growth of the online fashion industry and has a strong impact on customer buying decisions by utilizing revolutionary digital technologies and closely monitoring consumer trends (Siallagan, 2023;Zhu & Vijayan, 2023).…”