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Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

Jen-Ruei Fu (Department of Intelligent Commerce, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Chiung-Wen Hsu (Department of Intelligent Commerce, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 26 May 2023

Issue publication date: 27 June 2023

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Abstract

Purpose

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

Design/methodology/approach

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Findings

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

Originality/value

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

Keywords

Acknowledgements

The author thanks the three anonymous reviewers for their helpful comments on earlier drafts of the paper; it has been greatly improved as a result. This study was supported by a grant from the National Science Council in Taiwan, R.O.C. (Grant Number: NSC 110-2410-H-992–019-).

Citation

Fu, J.-R. and Hsu, C.-W. (2023), "Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value", Industrial Management & Data Systems, Vol. 123 No. 7, pp. 1861-1886. https://doi.org/10.1108/IMDS-03-2022-0171

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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