Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective
With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online...
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| Published in | Journal of theoretical and applied electronic commerce research Vol. 20; no. 2; p. 149 |
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| Main Authors | , , , |
| Format | Journal Article |
| Language | English |
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Curicó
MDPI AG
01.06.2025
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| Online Access | Get full text |
| ISSN | 0718-1876 0718-1876 |
| DOI | 10.3390/jtaer20020149 |
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| Abstract | With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. |
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| AbstractList | With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. |
| Author | Bao, Yingxu Liu, Wei Jian, Ling Xin, Meiling |
| Author_xml | – sequence: 1 givenname: Meiling surname: Xin fullname: Xin, Meiling – sequence: 2 givenname: Ling orcidid: 0000-0002-9385-5977 surname: Jian fullname: Jian, Ling – sequence: 3 givenname: Wei surname: Liu fullname: Liu, Wei – sequence: 4 givenname: Yingxu surname: Bao fullname: Bao, Yingxu |
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| SubjectTerms | atmospheric cues Buying Consumer behavior Consumers Consumption Electronic commerce flow experience Heterogeneity Impulse buying live streaming Marketing Music Personality traits Real time Sales presentations self-construal Shopping Social networks Streaming media |
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| Title | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
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