Why consumers have impulsive purchase behavior in live streaming: the role of the streamer
Abstract To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
BMC
2024-03-01
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| Series: | BMC Psychology |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s40359-024-01632-w |
| _version_ | 1797266599056506880 |
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| author | Xiaolin LI Dunhu Huang Guofeng Dong Bing Wang |
| author_facet | Xiaolin LI Dunhu Huang Guofeng Dong Bing Wang |
| author_sort | Xiaolin LI |
| collection | DOAJ |
| description | Abstract To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance. |
| first_indexed | 2024-04-25T01:03:15Z |
| format | Article |
| id | doaj.art-e591b39951f843a9a752fcb80bf2e195 |
| institution | Directory Open Access Journal |
| issn | 2050-7283 |
| language | English |
| last_indexed | 2024-04-25T01:03:15Z |
| publishDate | 2024-03-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Psychology |
| spelling | doaj.art-e591b39951f843a9a752fcb80bf2e1952024-03-10T12:24:38ZengBMCBMC Psychology2050-72832024-03-0112111610.1186/s40359-024-01632-wWhy consumers have impulsive purchase behavior in live streaming: the role of the streamerXiaolin LI0Dunhu Huang1Guofeng Dong2Bing Wang3Business and Tourism School, Sichuan Agricultural UniversityBusiness and Tourism School, Sichuan Agricultural UniversityBusiness and Tourism School, Sichuan Agricultural UniversityInformatics Research Centre, Henley Business School, University of ReadingAbstract To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance.https://doi.org/10.1186/s40359-024-01632-wLive streamingStreamerTrustFlowImpulsive purchase behavior |
| spellingShingle | Xiaolin LI Dunhu Huang Guofeng Dong Bing Wang Why consumers have impulsive purchase behavior in live streaming: the role of the streamer BMC Psychology Live streaming Streamer Trust Flow Impulsive purchase behavior |
| title | Why consumers have impulsive purchase behavior in live streaming: the role of the streamer |
| title_full | Why consumers have impulsive purchase behavior in live streaming: the role of the streamer |
| title_fullStr | Why consumers have impulsive purchase behavior in live streaming: the role of the streamer |
| title_full_unstemmed | Why consumers have impulsive purchase behavior in live streaming: the role of the streamer |
| title_short | Why consumers have impulsive purchase behavior in live streaming: the role of the streamer |
| title_sort | why consumers have impulsive purchase behavior in live streaming the role of the streamer |
| topic | Live streaming Streamer Trust Flow Impulsive purchase behavior |
| url | https://doi.org/10.1186/s40359-024-01632-w |
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