How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory
| Autor: | Zeng Jianqiu, Junlan Ming, Umair Akram, Mingyue Fan, Muhammad Bilal |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Computer Networks and Communications
Computer science media_common.quotation_subject 05 social sciences Advertising 02 engineering and technology Live streaming Structural equation modeling Power (social and political) Extant taxon 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering Conceptual model Impulse (psychology) 050211 marketing Information Systems media_common |
| Zdroj: | International Journal of Web Information Systems. 17:300-320 |
| ISSN: | 1744-0084 |
| DOI: | 10.1108/ijwis-02-2021-0012 |
| Popis: | Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature. |
| Databáze: | OpenAIRE |
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