Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23–25, 2024, Kuala Lumpur, Malaysia

Research Article

How does E-Commerce Anchor Information Source Dynamism Impact Consumers' Impulse Buying? a Dual-Path Study of Loneliness and Flow Experience

Download18 downloads
  • @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
Yiwei Dang1, Xiaodie Wang1, Hai Shen1, Xiaogang Zhao1, Jun Hou1,*
  • 1: Xi'an International Studies University
*Contact email: houjun-sh@xisu.edu.cn

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.