The use of online live-streaming videos to promote brands and products in e-commerce is “exploding” in China. Whereas, little is known about the mechanism underlying viewers/ audience participating behavior in the rapidly growing online live-streaming videos for commerce phenomenon. Based on the stimulus–organism–response paradigm, this study endeavors to investigate the effects of content and social features (information quality, broadcaster attractiveness and para-social interaction) of on customers cognitive and emotional state (cognitive assimilation and emotional energy) and the subsequently their responses (hedonic consumption, impulsive consumption, and social sharing). 200 valid respondents were collected via cross-sectional online survey websites. The research results provide empirical evidences to support most of our hypotheses, indicating that hedonic consumption and social sharing behavior are determined by emotional energy and cognitive assimilation. These cognitive and emotional states, are influenced by information quality, broadcaster attractiveness, and para-social interaction. Impulsive consumption is only determined by emotional energy.
Xu, Xiaoyu; Wu, Jen-Her; Chang, Ya-Ting; and Li, Qi, "The Investigation of Hedonic Consumption, Impulsive Consumption and Social Sharing in E-commerce Live-streaming Videos" (2019). PACIS 2019 Proceedings. 43.