Why Do We Make Impulse Purchases in Live-streaming E-commerce?

• 영문명: Why Do We Make Impulse Purchases in Live-streaming E-commerce?
• 발행기관: 강원대학교 경영경제연구소
• 저자명: Wenyan Jiang Youngsok Bang
• 간행물 정보: 『아태비즈니스연구』제15권 제1호, 15~31쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose - This study explores the causes behind the high rate of impulse purchases in live streaming e-commerce. Design/methodology/approach - The research model is empirically validated with survey data collected from 324 respondents in China, using the Partial Least Squares (PLS) methodology. Findings - We found that the interactivity and visibility of live streaming are key in creating para-social relationships and perceived presence, leading to customers' impulse purchases. Research implications or Originality - This study deepens the understanding of consumers' impulse purchases in live-streaming e-commerce, revealing that para-social relationships and perceived presence developed through real-time interactions can increase impulse buying. It also highlights the differences between relationship-oriented and task-oriented interactions in fostering customers' perceived presence and para-social relationships in live streaming.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Hypothesis Development

Ⅳ. Empirical Approach

Ⅴ. Discussion and Conclusion

References

키워드

E-commerce Live Streaming Impulse Purchase Para-social Relationship Perceived Presence