Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework

Li, Mingwei; Wang, Qingjin; Cao, Ying

doi:10.3390/ijerph19074378

Cited by 63 publications

(63 citation statements)

References 52 publications

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“…Rook and Fisher (1995) argued that impulse buying would be driven by stimuli from store environments, social environments, and products. Accordingly, Li et al (2022) indicated that live-streaming could foster a more authentic and interactive shopping experience and bridge the distance between customers and presented products (Ming et al, 2021). Therefore, three unique features of live-streaming shopping (Sun et al, 2019) that are meaningfully related to impulse buying can be identified.…”

Section: Introductionmentioning

confidence: 99%

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

2023

IMDS

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PurposeThis study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.Design/methodology/approachAn online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.FindingsUtilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.Originality/valueThe authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

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Section: Introductionmentioning

confidence: 99%

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

2023

IMDS

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“…The SOR framework offered a useful lens for comprehending the social presence mechanism for impulsive purchasing and proposes that specific environmental factors cause particular behavioral outcomes by upsetting a person's emotional and cognitive states. [9]. Viewing video content that interests the Douyin users serves as the stimulus in this progress, resulting in changes in an individual's emotional states.…”

Section: Resultsmentioning

confidence: 99%

Research on Douyin as an E-commerce Platform Impacts the Buying Decisions of Users

Chen¹

2022

HBEM

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With the drastic rise of the e-commerce model and pervasive online shopping behavior in this decade, the logistics and insights behind many social media and e-commerce platforms attract more attention and discussion. In China, among varied options of social media application, Douyin is the most distictive social media application for e-business. Some researchers conducted studies about Douyin and recognized that impulse buying behavior is usually used to explain online purchases. And some researchers found that users’ different desires and social needs result in the popularity of live streaming channels. However, not many pieces of research have focused on how Douyin, as a live streaming channel and an e-commerce platform, serves the user’s purchase behavior differently. Therefore, this research analyzes these two significant features separately and explore the correlation between features and users’ buying decision. The research method includes collecting data through the platform’s official database and past journal articles. The study’s findings prove that for live streaming services, product individualization and platform loyalty directly lead to purchasing decisions; for the feature of short video clips, the recommendation algorithm, and personalized content directly related to the longer screen time for users to be on Douyin. The possible explanation is that the more addicted the users to be on Douyin, the greater possibility of the action of purchase. However, this assumption still needs further investigation and proof.

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“…The SOR model is widely used to predict and explain consumer behavior in online marketing environments. Li et al (2022) explored the effect of social presence in live streaming on customer impulse buying based on the stimulus–organism–response framework. Hu and Chaudhry (2020) , used the SOR model to study how relationships (social and structural bonds) in live e-commerce enhance consumer engagement.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention

Liu

2023

Front. Psychol.

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IntroductionLive streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors’ language appeals, rational appeal, and emotional appeal on users’ purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention.MethodsSurvey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis.ResultsThe study found that anchors’ language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention.DiscussionThis study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.

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Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework

Cited by 63 publications

References 52 publications

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

Research on Douyin as an E-commerce Platform Impacts the Buying Decisions of Users

Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention

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