The DOI matches its Crossref record; 14 of the 14 references it cites were found in a registry or an index.
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework
Open accessAbstract
Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.
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“Live streaming commerce not only enables consumers to experience shopping benefits but also assists in developing virtual social relationships with live streamers during realtime interactions [10,17].”
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Xie, C., Yu, J., Huang, S. (., & Zhang, J. (2022) · Tourism Management · doi:10.1016/j.tourman.2022.104513 · Cited by 231
Li, M., Wang, Q., & Cao, Y. (2022) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph19074378 · Cited by 180
Characteristics and roles of streamers in e-commerce live streaming
Zhang, S., Huang, C., Li, X., & Ren, A. (2022) · The Service Industries Journal · doi:10.1080/02642069.2022.2068530 · Cited by 130
Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K.-L., & Yap, S. S.-N. (2022) · Young Consumers · doi:10.1108/yc-08-2021-1367 · Cited by 66
Li, G., Jiang, Y., & Chang, L. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.918196 · Cited by 59
Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
Chen, M., Xie, Z., Zhang, J., & Li, Y. (2021) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer16060136 · Cited by 56
Wang, J., & Oh, J. I. (2023) · Sustainability · doi:10.3390/su151310028 · Cited by 32
Exploring Features and Products in E-Commerce on Consumers Behavior Using Cognitive Affective
Pahrudin, P., Caraka, R. E., Liu, L.-W., Ugiana Gio, P., Anita Yunikawati, N., & Pardamean, B. (2025) · IEEE Access · doi:10.1109/access.2025.3553192 · Cited by 11
From greenwashing to green trust: Understanding the consumer behavior in the fashion industry
Zhao, J., Zhou, H., Zhou, M., Zheng, C., Zhou, L., & Yang, F. (2026) · Acta Psychologica · doi:10.1016/j.actpsy.2026.106850
Metadata
- Authors
- Lee, C.-H., & Chen, C.-W.
- Venue
- Information
- Publisher
- MDPI AG
- Published
- 2021-06-08
- Volume
- 12
- Issue
- 6
- Pages
- 241
- ISSN
- 2078-2489 (ISSN-L)
- OpenAlex
- W3166629752
- Cited by
- 286
- References
- 14
- FWCI
- 39.74
- Type
- journal article
- Language
- en
- Open access
- gold
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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