Feng Zhitan, Al Mamun Abdullah, Masukujjaman Mohammad, Wu Mengling, Yang Qing
School of Art and Media, Nantong Open University, Nantong City, Jiangsu Province, 226000, China.
UKM - Graduate School of Business, Universiti Kebangsaan Malaysia, 43600, UKM Bangi, Selangor Darul Ehsan, Malaysia.
Heliyon. 2024 Mar 18;10(7):e28347. doi: 10.1016/j.heliyon.2024.e28347. eCollection 2024 Apr 15.
This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S--R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with price perception and scarcity persuasion as moderators. The study expands the S--R model for livestreaming impulse buying in e-commerce context, highlighting its multifaceted nature and revealing the mediating role of Urge to Buy Impulsively in translating cognitive and emotional factors into impulse buying behavior. These insights offer practical guidance for marketers to design tailored strategies that leverage psychological triggers and external cues to enhance consumer engagement and encourage desired behaviors, ultimately leading to more effective marketing campaigns and improved consumer experiences.
本研究旨在识别影响直播期间冲动购买行为的因素，并基于一个以刺激-机体-反应（S-R）模型为基础的概念框架推进现有文献。我们还测试了价格感知和稀缺性说服的调节作用。通过在线自填问卷收集了837名18岁以上中国参与者的数据。使用Smart-PLS 4.0版本的偏最小二乘结构方程模型对数据进行分析。研究结果表明，社会影响易感性、冲动购买倾向、认知反应、情感反应和冲动购买冲动在统计上是直播期间冲动购买的显著预测因素，价格感知和稀缺性说服作为调节变量。该研究扩展了电子商务背景下直播冲动购买的S-R模型，突出了其多面性，并揭示了冲动购买冲动在将认知和情感因素转化为冲动购买行为中的中介作用。这些见解为营销人员设计量身定制的策略提供了实用指导，这些策略利用心理触发因素和外部线索来增强消费者参与度并鼓励期望行为，最终带来更有效的营销活动和改善的消费者体验。
