Investigating the Key Drivers of Impulsive Buying Behavior in Live Streaming

IF 4.5 3区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Journal of Global Information Management Pub Date : 2022-01-01 DOI:10.4018/jgim.314226

Yi Cui, Yanping Liu, Meng Gu

引用次数: 7

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.

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直播中冲动购买行为的主要驱动因素调查

直播已经在各种电子商务模式中流行起来。作为一种有效的营销方式，直播可以通过创造一种引人注目的体验，即流量体验来刺激消费者的冲动购买行为。尽管流体验的研究已经被应用于理解电子商务中的消费者行为，但很少有人在直播电子商务中进行研究，更不用说影响因素了。利用刺激-机体反应（S-O-R）模型，通过流动体验考察了认知刺激和感知刺激对冲动购买冲动的影响。结果表明，信息内容、网站设计、时间压力和个性化推荐与流量体验和冲动购买冲动呈正相关。他们还发现时间压力和个性化推荐对冲动购买的冲动有直接影响。介绍了对电子商务直播的理论贡献和实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

5.80

自引率

14.90%

发文量

118

期刊介绍： Authors are encouraged to submit manuscripts that are consistent to the following submission themes: (a) Cross-National Studies. These need not be cross-culture per se. These studies lead to understanding of IT as it leaves one nation and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one nation transfer. (b) Cross-Cultural Studies. These need not be cross-nation. Cultures could be across regions that share a similar culture. They can also be within nations. These studies lead to understanding of IT as it leaves one culture and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one culture transfer.