Paper Type
Complete
Paper Number
PACIS2026-1826
Description
Live streaming e-commerce has emerged as a critical driver of global digital economy, reshaping consumer shopping behaviors with real-time interaction and immersive experiences. While existing information systems research mainly focuses on purchase behavior within single live streaming sessions, sequential consumer decision-making across multiple sessions remains underexplored. To fill this gap, this study adopts the shopping momentum effect as the theoretical framework to investigate cross-session consumer decisions. Using a large-scale panel dataset from a major Chinese live streaming platform, this study employs panel models to empirically examine the existence and moderators of the momentum effect. Results confirm that consumers' prior purchases increase subsequent purchase likelihood and spending. Furthermore, the shopping momentum is strengthened by experience goods. This study extends theoretical understanding of sequential decision-making in live streaming e-commerce and provides practical implications for platform operation.
Recommended Citation
Mai, Xinyu; Wang, Lingli; Sun, Dawei; and Xu, Wei, "Momentum at Your Fingertips: Unraveling the "Buying Begets Buying" Effect in Live Streaming E-Commerce" (2026). PACIS 2026 Proceedings. 12.
https://aisel.aisnet.org/pacis2026/sharing/sharing/12
Momentum at Your Fingertips: Unraveling the "Buying Begets Buying" Effect in Live Streaming E-Commerce
Live streaming e-commerce has emerged as a critical driver of global digital economy, reshaping consumer shopping behaviors with real-time interaction and immersive experiences. While existing information systems research mainly focuses on purchase behavior within single live streaming sessions, sequential consumer decision-making across multiple sessions remains underexplored. To fill this gap, this study adopts the shopping momentum effect as the theoretical framework to investigate cross-session consumer decisions. Using a large-scale panel dataset from a major Chinese live streaming platform, this study employs panel models to empirically examine the existence and moderators of the momentum effect. Results confirm that consumers' prior purchases increase subsequent purchase likelihood and spending. Furthermore, the shopping momentum is strengthened by experience goods. This study extends theoretical understanding of sequential decision-making in live streaming e-commerce and provides practical implications for platform operation.
Comments
07-Platform