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Simulation Tools and Techniques. 12th EAI International Conference, SIMUtools 2020, Guiyang, China, August 28-29, 2020, Proceedings, Part I

Research Article

Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective

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  • @INPROCEEDINGS{10.1007/978-3-030-72792-5_64,
        author={Xiaolin Li and You Li and Jiali Cai and Yunzhong Cao and Liangqiang Li},
        title={Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective},
        proceedings={Simulation Tools and Techniques. 12th EAI International Conference, SIMUtools 2020, Guiyang, China, August 28-29, 2020, Proceedings, Part I},
        proceedings_a={SIMUTOOLS},
        year={2021},
        month={4},
        keywords={Social commerce Live streaming Impulse buying Parasocial interaction S-O-R paradigm},
        doi={10.1007/978-3-030-72792-5_64}
    }
    
  • Xiaolin Li
    You Li
    Jiali Cai
    Yunzhong Cao
    Liangqiang Li
    Year: 2021
    Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective
    SIMUTOOLS
    Springer
    DOI: 10.1007/978-3-030-72792-5_64
Xiaolin Li1, You Li1, Jiali Cai1, Yunzhong Cao2, Liangqiang Li1
  • 1: Business School, Sichuan Agricultural University
  • 2: College of Architecture and Urban-Rural Planning, Sichuan Agricultural University

Abstract

Live streaming is an effective tool to increase products sales, which has become a new social commerce. However, few studies have explored the psychological mechanisms of individuals’ impulse buying, although live streaming has transformed behaviors of customers. In this study, ground on S-O-R paradigm and motivation theory, we developed a research model to explore how customers develop shopping motivations in live streaming shopping. The results from 318 actual customers in China showed that three situational factors: visibility, parasocial interaction, and social presence of others differently affect form utilitarian and hedonic motivation of consumers. The motivations of both utilitarian and hedonic drive customers’ impulse buying decisions. Specifically, utilitarian motivation plays a less significant role in driving customers’ purchase intention than hedonic motivation. In conclusion, these findings increase one’s comprehension of customers’ psychological mechanisms of impulse buying development in live streaming context and spread the range of motivation theory. The findings also supply perceptions to both sellers and platforms in developing strategies.

Keywords
Social commerce Live streaming Impulse buying Parasocial interaction S-O-R paradigm
Published
2021-04-27
Appears in
SpringerLink
http://dx.doi.org/10.1007/978-3-030-72792-5_64
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