Investigating the Key Drivers of Impulsive Buying Behavior in Live Streaming

Abstract

Live streaming has become popular among various e-commerce models. As an efficient way of marketing, live streaming can stimulate consumers' impulse purchasing behavior by creating a compelling experience, flow experience. Even though research on flow experience has been applied to understand consumer behavior in e-commerce, few studies have been conducted in live streaming e-commerce, let alone the influencing factors. Drawing on the stimulus-organism-response (S-O-R) model, this paper examines the impact of cognitive stimuli and perceptive stimuli on the urge to buy impulsively via flow experience. The results indicate that information content, website design, time pressure, and personalized recommendation positively relate to flow experience and the urge to buy impulsively. They also find the direct effect of time pressure and personalized recommendation on the urge to buy impulsively. The theoretical contributions and the practical implications for e-commerce live streaming are presented.

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…According to data from Analyst company, the global online live streaming user base reached 2 billion in 2020 [5,6]. Various innovative forms such as live classroom sessions and e-commerce live streaming have been continuously emerging [48,49]. Entertainment live streaming is a form of entertainment that utilizes the internet, mobile devices or computers to deliver real-time entertainment and interaction with the audience without recording or playback functionality [50].…”

Muslim fashion dynamics: The mediating role of positive emotion in elucidating impulsive buying behavior

“…This study likely investigates the hedonic aspects of impulsive buying, revealing how emotional experiences contribute to the pleasure associated with such purchases. Cui et al (2022) investigation into factors influencing consumer impulse buying behavior in live-streaming shopping likely grounds itself in the Stimulus-Organism-Response (SOR) model, offering insights into how stimuli in live-streaming shopping environments trigger emotional and cognitive responses, ultimately shaping impulsive buying behavior. Impulsive buying behavior involves exploring various theoretical perspectives that shed light on the cognitive and affective processes, as well as the situational factors influencing this phenomenon.…”

“…These studies contribute to understanding impulsive buying within specific product categories. Cui et al (2022)'s research delves into factors affecting consumer impulse buying behavior in live-streaming shopping, offering insights into the interactive dynamics of live-streaming platforms. Examining impulsive buying across various contexts, including online shopping, retail environments, specific demographic groups, and diverse product categories, provides a comprehensive understanding of this multifaceted consumer behavior.…”

“…Moreover, to recognizing the role of positive emotions in driving impulsive buying, Muslim fashion industry should prioritize curating positive shopping experiences (Ramadania et al, 2022). Personalized recommendations, exclusive previews, and interactive features that enhance the emotional satisfaction of the consumer can be implemented (Cui et al, 2022). This involves not only offering aesthetically pleasing and culturally relevant fashion choices but also ensuring that the overall shopping journey is enjoyable.…”

Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce

“…Belanja secara daring memiliki kecenderungan untuk mengarah pada pembelian impulsif daripada belanja secara tradisional (Wu et al, 2020) karena transaksi secara daring memberikan ilusi bahwa konsumen tidak mengeluarkan uang (Park et al, 2012). Fungsi utama dari live streaming commerce adalah untuk memuaskan kebutuhan sosial dan rekreasi konsumen (Cui et al, 2022) (Cui et al, 2022).…”