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1 – 10 of over 1000Lifu Li, Kyeong Kang, Anqi Zhao and Yafei Feng
Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying…
Abstract
Purpose
Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.
Design/methodology/approach
To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.
Findings
First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.
Originality/value
This research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.
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Jen-Ruei Fu and Chiung-Wen Hsu
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…
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.
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Shu-Chiung Lin, Hsiao-Ting Tseng, Farid Shirazi, Nick Hajli and Pei-Tzu Tsai
Based on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers'…
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.
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Renming Liu, Abu Bakar Abdul Hamid and Noor Inayah Ya'akub
Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this…
Abstract
Purpose
Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.
Design/methodology/approach
Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.
Findings
The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.
Practical implications
This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.
Originality/value
The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.
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Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen and Kai Chao Zhang
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests…
Abstract
Purpose
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.
Design/methodology/approach
A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.
Findings
The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.
Originality/value
This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.
Highlights
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
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Dipanjan Kumar Dey and Ankur Srivastava
The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests…
Abstract
Purpose
The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions, novelty, escapism and outside appreciation.
Design/methodology/approach
The present research empirically tests a theoretical model of impulse buying intentions by examining the associations between hedonic shopping value dimensions and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established scales.
Findings
Results indicate that the impulsive buying intentions of youngsters are positively associated with all the five dimensions of hedonic shopping value. Situational characteristics of money and time availability positively moderate this relationship. Task definition negatively moderates the association between impulsive buying intention and hedonic shopping value dimensions.
Research limitations/implications
Two major theoretical implications result from this study. First, the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior buying intentions. Further, it includes the moderating effects of all the three aspects of situational characteristics in the same model.
Practical implications
The marketers can make use of the shopping value dimensions and the situational characteristics moderators to design and implement marketing strategies so that sales via impulse buying are maximized.
Originality/value
This study provides novel insights on the complex process of impulsive buying by youngsters by expanding the application of the hedonic shopping motives in the presence of situational factors as moderating variables.
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Geoff Bayley and Clive Nancarrow
This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse…
Abstract
This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts.
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Jung-Kuei Hsieh, Werner H. Kunz and Ai-Yun Wu
This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.
Abstract
Purpose
This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.
Design/methodology/approach
This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.
Findings
Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.
Practical implications
The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.
Originality/value
Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.
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Simone Aiolfi, Silvia Bellini and Benedetta Grandi
The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping…
Abstract
Purpose
The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation.
Design/methodology/approach
Data were obtained through a single-stage mall intercept survey method using a structured questionnaire involving 406 respondents interviewed after checkout. Data analysis was conducted using a structural equation modelling approach with LISREL 8.8.
Findings
The results support most elements of the hypothesis of the proposed conceptual framework. Specifically, findings show the impact of mobile usage on shopping behaviour, which results in fewer impulse purchases.
Practical implications
The research demonstrates how shoppers using mobile devices in-store felt less of an urge to purchase during shopping, resulting in fewer unplanned purchases. The effects of mobile device use on in-store purchasing decisions are designed to create a new scenario for the practice of shopper marketing, and retailers and manufacturers will have to seek new ways to capture consumers’ attention in-store and to influence shoppers’ perceptions early in the shopping cycle without diminishing the role of in-store marketing levers.
Originality/value
Prior research found the antecedents of impulse-buying in individual characteristics, situational variables and endogenous variables. However, it did not consider mobile pre-shopping factors or mobile usage. Filling the gap in the existing literature, this work sets out to develop a comprehensive model of impulse-buying that considers the impact of mobile usage on shopping behaviour.
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