Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

Li, X., Huang, D., Dong, G. and Wang, B. ORCID: https://orcid.org/0000-0003-1403-1847 (2024) Why consumers have impulsive purchase behavior in live streaming: the role of the streamer. BMC psychology, 12 (1). 129. ISSN 2050-7283 doi: 10.1186/s40359-024-01632-w

Abstract/Summary

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.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/115813
Identification Number/DOI	10.1186/s40359-024-01632-w
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Uncontrolled Keywords	Humans, Impulsive purchase behavior, Impulsive Behavior, Streamer, Trust, Flow, Empirical Research, Referral and Consultation, Live streaming
Publisher	Springer
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