Research Article
How does E-Commerce Anchor Information Source Dynamism Impact Consumers' Impulse Buying? a Dual-Path Study of Loneliness and Flow Experience
@INPROCEEDINGS{10.4108/eai.23-2-2024.2345873, author={Yiwei Dang and Xiaodie Wang and Hai Shen and Xiaogang Zhao and Jun Hou}, title={How does E-Commerce Anchor Information Source Dynamism Impact Consumers' Impulse Buying? a Dual-Path Study of Loneliness and Flow Experience}, proceedings={Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23--25, 2024, Kuala Lumpur, Malaysia}, publisher={EAI}, proceedings_a={IEDM}, year={2024}, month={5}, keywords={e-commerce anchor information source dynamism; loneliness; flow experience; impulse buying}, doi={10.4108/eai.23-2-2024.2345873} }- Yiwei Dang
Xiaodie Wang
Hai Shen
Xiaogang Zhao
Jun Hou
Year: 2024
How does E-Commerce Anchor Information Source Dynamism Impact Consumers' Impulse Buying? a Dual-Path Study of Loneliness and Flow Experience
IEDM
EAI
DOI: 10.4108/eai.23-2-2024.2345873
Abstract
With the vigorous development of live broadcast e-commerce, many companies around the world are using live broadcast to sell products to improve conversion rate. Therefore, as an important source of information, e-commerce anchors not only introduce products but also influence consumers' feelings. In this context, there are few existing studies on how anchor and consumer characteristics and feelings affect consumers' impulse buying. This study explores the relationship between anchor characteristics and consumer impulse buying by introducing three factors: e-commerce anchor information source dynamism, loneliness, and flow . Through a survey of 466 consumers in China, it is found that e-commerce anchor information source dynamism is significantly negatively correlated with consumer loneliness and significantly positively correlated with consumer flow, loneliness and impulse buying are significantly negatively correlated, and flow and impulse buying are significantly positively correlated. Based on the above conclusions, relevant recommendations are made for the industry.
