Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

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 strea...

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Bibliographic Details
Published inInformation (Basel) Vol. 12; no. 6; p. 241
Main Authors Lee, Chao-Hsing, Chen, Chien-Wen
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 01.06.2021
Subjects
Brand loyalty
Business models
Buying
Commerce
Consumer behavior
Consumers
Electronic commerce
Empirical analysis
Impulse buying
influence marketing
Internet
live streamer
live streaming commerce
Purchasing
Social interaction
Social networks
Social research
Statistical analysis
Streaming media
China
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Summary: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.
ISSN:2078-2489
2078-2489
DOI:10.3390/info12060241