skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Research on Determinants Affecting Users' Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers' Ability

Behavioral sciences, 2024-02, Vol.14 (3), p.190 [Peer Reviewed Journal]

COPYRIGHT 2024 MDPI AG ;2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2024 by the authors. 2024 ;ISSN: 2076-328X ;EISSN: 2076-328X ;DOI: 10.3390/bs14030190 ;PMID: 38540493

Full text available

Citations Cited by
  • Title:
    Research on Determinants Affecting Users' Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers' Ability
  • Author: Chen, Jun ; Luo, Junying ; Zhou, Tian
  • Subjects: affective distance ; affective trust ; Analysis ; Aristotle ; Electronic commerce ; Emotions ; Impulse buying ; impulsive purchase ; Information management ; live-streaming e-commerce ; Marketing ; Marketing research ; Mediation ; perceived live streamers’ ability ; Purchase intention ; Purchasing ; Surveys ; User behavior
  • Is Part Of: Behavioral sciences, 2024-02, Vol.14 (3), p.190
  • Description: As an innovative marketing pattern, live-streaming e-commerce supplies advantages over traditional e-commerce in stimulating impulsive purchases. This study developed a theoretical model that examines how perceived live streamers' abilities (perceived live interaction ability and perceived linguistic persuasion ability) affect impulsive purchase intention based on interaction theory, affective distance theory, trust theory, and Aristotle's rhetorical appeals. We conducted empirical research through a survey questionnaire to verify the effectiveness of the model. A total of 330 valid samples were gathered from live-streaming users, and partial least squares-structural equation modeling (PLS-SEM) was employed for data analysis. The results indicate that perceived live interaction ability, encompassing responsiveness, entertainment, and personalization, significantly impacts affective distance. Among the four dimensions of perceived linguistic persuasion ability, emotional contagion significantly influences affective distance, whereas expertise, logic, and morality significantly affect cognitive trust. Both affective distance and cognitive trust promote consumers' impulsive purchases through affective trust. Our research findings provide theoretical and practical recommendations for live-streaming platforms and merchants engaged in live marketing.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 2076-328X
    EISSN: 2076-328X
    DOI: 10.3390/bs14030190
    PMID: 38540493
  • Source: ProQuest One Psychology
    DOAJ Directory of Open Access Journals
    AUTh Library subscriptions: ProQuest Central
    ROAD
    PubMed Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait