The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

Liu, Xiaoli; Zhang, Lei; Chen, Qian

doi:10.3389/fpsyg.2022.995129

Cited by 48 publications

(45 citation statements)

References 76 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Therefore, based on the above analysis, we put forward the following hypothesis: H5: The intensity of flow experience has a positive impact on customers' impulsive consumption intention. The audience's flow experience will have an impact on consumers' shopping attitude: when users are immersed in the live stream environment, they will unconsciously want to participate in it, and produce impulsive consumption intention under the display and guidance of the anchor (Liu et al, 2022). The content generated by social media influencers is a powerful form of electronic word of mouth, which makes users feel more professional and credible, and then forms impulsive consumption intention (García-de-Frutos and Estrella-Ramón, 2021).…”

Section: The Effect Of Flow Experience On Impulsive Consumption Inten...mentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

View full text Add to dashboard Cite

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

show abstract

Section: The Effect Of Flow Experience On Impulsive Consumption Inten...mentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

View full text Add to dashboard Cite

show abstract

“…The research of Wu et al (2016) verified that consumers’ flow experience affects their online impulse buying intention and further confirmed the positive relationship between flow experience and online impulse purchase intention (Wu et al, 2020). Live streaming provides consumers with a feeling of freedom and engagement, in turn, can increase consumers’ willingness to make purchases (X. Liu et al, 2022).…”

Section: Research Model and Hypotheses Developmentmentioning

confidence: 99%

Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model

et al. 2023

View full text Add to dashboard Cite

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.

show abstract

“…It is a model of environmental psychology based on the behaviorist psychology of stimulus (S)-response (R). Existing studies have interpreted the “S-O-R” model from the perspectives of behaviorism, cognitivism, environmental psychology, educational psychology, management psychology, and consumer behavior patterns ( Liu et al, 2022 ; Peng and Yue, 2022 ; Zubair et al, 2022 ).…”

Section: Literature Review and Research Hypothesismentioning

confidence: 99%

The impact of digital empowerment on open innovation performance of enterprises from the perspective of SOR

Lingling

Li²

2023

Front. Psychol.

View full text Add to dashboard Cite

IntroductionAs China’s digital transformation index continues to climb and market openness increases, the active implementation of open innovation embedded in digital innovation eco-networks is key to implementing sustainable innovation-driven strategies. The widespread use of digital technologies has broken through the traditional closed boundaries of enterprises and enhanced technology exchange, information communication and R&D collaboration with other innovation agents.However, many enterprises’ digital empowerment efforts only stay at the level of digital technology, but do not rise to the level of corporate strategy. How to comprehensively promote the change of enterprise digital empowerment and help enterprises build a sustainable open innovation ecosystem needs further research.MethodsThis article uses the structure equation model and the necessary condition analysis methods to combine the stimulus-organization-reaction (SOR) theory to analyze the conduction mechanism of digital authorization to open innovation from a cognitive perspective.Results(1) In the era of digital economy, digital empowerment emphasizes the initiative and adaptability of enterprises, and explores a sustainable digital road suitable for enterprises themselves; (2) Organizational emotional ability and organizational disordered atmosphere play a mediating role between digital empowerment and open innovation, but organizational emotional ability has a positive impact on open innovation, while organizational disordered atmosphere is the opposite. (3) Organizational identity positively regulates the relationship between the disordered atmosphere and open innovation.DiscussionThe development of digital technology has adapted deviations with traditional management models. Organizing the investment in digital construction should also pay attention to the digital training and digital thinking of organizational members.Organizations should provide organizational support through various channels, enhance employees’ organizational commitments to create a relationship -shaped psychological contract, regularly carry out digital education and organizational culture, reduce the differential atmosphere between teams, enhance the team’s awareness of cooperation and trust in the teamAnd overall consciousness.

show abstract

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

Cited by 48 publications

References 76 publications

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model

The impact of digital empowerment on open innovation performance of enterprises from the perspective of SOR

Contact Info

Product

Resources

About