PACIS 2022 Proceedings
Paper Number
1809
Abstract
Although live e-commerce has grown by leaps and bounds in recent years, it has also brought many social problems. Non-rational impulsive buying behaviour is one of the essential negative impacts. This paper aims to explore the factors that influence consumers' impulsive buying behaviour in the live streaming environment. Based on stimulus-organism-response theory, this paper explores the influence mechanism of impulse buying from the dimensions of live streaming atmosphere, live streaming products, anchors, and individual consumers. It constructs a model of impulse buying of live streaming consumers. A total of 276 valid samples were collected through an online platform. PLS-SEM was used to analyze the data and test the hypotheses. The empirical results show that perceived value, self-control, and trust are important factors leading to consumers' impulsive purchases. In the live e-commerce context, consumers with high perceived value, low self-control, and high perceived trust are more likely to make impulsive purchases.
Recommended Citation
Yang, Jinjing and Cao, Cong, "Factors Influencing the Consumer Impulse Buying Behaviour: A Study in the Context of E-Commerce Live Broadcast" (2022). PACIS 2022 Proceedings. 252.
https://aisel.aisnet.org/pacis2022/252
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Paper Number 1809