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Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception

Heliyon, 2024-04, Vol.10 (7), p.e28347-e28347, Article e28347 [Peer Reviewed Journal]

2024 The Author(s) ;2024 The Author(s). ;ISSN: 2405-8440 ;EISSN: 2405-8440 ;DOI: 10.1016/j.heliyon.2024.e28347 ;PMID: 38560201

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  • Title:
    Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception
  • Author: Feng, Zhitan ; Al Mamun, Abdullah ; Masukujjaman, Mohammad ; Wu, Mengling ; Yang, Qing
  • Subjects: Livestreaming ; Online impulsive buying ; Price perceptions ; Scarcity persuasion ; Susceptibility to social influence ; S–O-R theory
  • Is Part Of: Heliyon, 2024-04, Vol.10 (7), p.e28347-e28347, Article e28347
  • Description: This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S–O-R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with price perception and scarcity persuasion as moderators. The study expands the S–O-R model for livestreaming impulse buying in e-commerce context, highlighting its multifaceted nature and revealing the mediating role of Urge to Buy Impulsively in translating cognitive and emotional factors into impulse buying behavior. These insights offer practical guidance for marketers to design tailored strategies that leverage psychological triggers and external cues to enhance consumer engagement and encourage desired behaviors, ultimately leading to more effective marketing campaigns and improved consumer experiences.
  • Publisher: England: Elsevier Ltd
  • Language: English
  • Identifier: ISSN: 2405-8440
    EISSN: 2405-8440
    DOI: 10.1016/j.heliyon.2024.e28347
    PMID: 38560201
  • Source: PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
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