Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 16 August 2022
Issue publication date: 26 May 2023
Abstract
Purpose
Based on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers' psychological situation. It then produces the research model of impulsive purchase intention.
Design/methodology/approach
In this study, the online questionnaire survey method was used to survey users who participated in live-streaming shopping, and a total of 335 valid questionnaires were collected. Then SPSS and SmartPLS were used for data empirical evaluation and hypotheses test.
Findings
Research results show that demand, convenience, interactivity, and playfulness are positively stimulating consumers' perceived enjoyment. And their perceived enjoyment directly drives their intention of impulsive purchase.
Practical implications
The choice of the live streaming platform, the design of the interactive interface, and the design of the shopping process are all factors that the streamer must carefully consider. The results of this study can be used as a reference for the development of live-streaming shopping and provide the industry with an understanding of the main factors that affect users' live streaming and impulsive purchases to plan an effective live streaming platform and content.
Originality/value
“E-commerce live streaming” is regarded as the latest trend of e-commerce, and impulse buying is regarded as a key factor in the success of transactions. This research has developed factors that influence impulsive purchases after watching live streaming based on the SOR theory.
Keywords
Acknowledgements
The authors would like to thank anonymous reviewers for their invaluable suggestions that helped highlight the best in this paper. This research was partially funded by Ministry of Science and Technology, Taiwan, ROC under the contract number MOST 107-2813-C-036-012-H and Tatung University, Taiwan, ROC under the research contract number B107-N03-023.
Conflict of Interest: The authors declare that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest, such as personal or professional relationships associated with this manuscript.
Citation
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N. and Tsai, P.-T. (2023), "Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 6, pp. 1383-1403. https://doi.org/10.1108/APJML-12-2021-0903
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited