Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce

Bing Chen · Lei Wang · Hassan Rasool · Jun Wang

83 citations0/0 files storedFrontiers in Psychology

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the “People-Product-Place” marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that “People-Product-Place” marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.

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2024A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform 2024Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory 2023Real-Time Interactivity and Impulsive Buying in Livestreaming Commerce: The Focal Intermediary Role of Inspiration 2025Impulse buying in live streaming e-commerce: A systematic literature review and future research agenda

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