An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Yongqiang Wang

73 citations0/0 files storedFrontiers in Psychology

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers' flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers' flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers' impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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References

2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior 1997Social presence as a predictor of satisfaction within a computer‐mediated conferencing environment 1998Impulse buying: Modeling its precursors 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 2009Flow Online: Lessons Learned and Future Prospects 2017What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement 2019The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement 2021Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective

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