How Social Presence Affects Viewers’ Impulse Buying Behavior in Live Streaming Commerce

IF 2.6 3区 经济学 Q1 Business, Management and Accounting
Beicheng Liu
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引用次数: 1

Abstract

—This paper mainly studies the influence of consumers’ social presence (social presence of streamers, social presence of viewers, social presence of live streaming platform, telepresence) on impulse buying behavior when watching the live streaming commerce, and explores the mediating effect played by perceived enjoyment and perceived value. Based on the Stimulus Organism Response (SOR) model, survey data from 191 viewers with live streaming buying experience in China were collected by using a survey questionnaire method, and the research hypotheses were tested by using moderated regression analysis and Bootstrapping methods. The study’s findings suggest that the four dimensions of social presence have positive effects on impulse buying behavior. Both perceived enjoyment and perceived value play a partial mediating role in the relationship of “social presence → impulse buying behavior” and there are significant differences between the two intermediary paths. The four dimensions of social presence have differentiated influences on perceived enjoyment, perceived value and impulse buying behavior. The research results of this paper will help streamers and merchants to understand the specific operational path of social presence to promote the emergence of consumer impulse buying behavior, and provide effective marketing suggestions for live streaming commerce companies and managers.
社交存在如何影响观众在流媒体商务中的冲动购买行为
-本文主要研究消费者的社会存在感(主播的社会存在感、观众的社会存在感、直播平台的社会存在感、网真)对观看直播商务时冲动购买行为的影响,并探讨感知享受和感知价值的中介作用。基于刺激生物反应(SOR)模型,采用问卷调查法收集了191名中国直播购买体验观众的调查数据,并采用有调节回归分析和Bootstrapping方法对研究假设进行了检验。研究结果表明,社会存在的四个维度对冲动购买行为有积极影响。感知享受和感知价值在“社会存在→冲动购买行为”关系中均起部分中介作用,且两种中介路径之间存在显著差异。社会存在的四个维度对感知享受、感知价值和冲动购买行为有不同的影响。本文的研究成果将有助于主播和商家了解社交存在促进消费者冲动购买行为产生的具体运作路径,并为直播商务公司和管理者提供有效的营销建议。
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来源期刊
CiteScore
5.80
自引率
3.80%
发文量
48
审稿时长
15 weeks
期刊介绍: The Journal of Business Economics and Management is a peer-reviewed journal which publishes original research papers. The objective of the journal is to provide insights into business and strategic management issues through the publication of high quality research from around the world. We particularly focus on research undertaken in Western Europe but welcome perspectives from other regions of the world that enhance our knowledge in this area. The journal publishes in the following areas of research: Global Business Transition Issues Economic Growth and Development Economics of Organizations and Industries Finance and Investment Strategic Management Marketing Innovations Public Administration.
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