Live streaming commerce: a compulsive buying perspective

Ying Sun · Zheshi Bao

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

Purpose Live streaming commerce becomes increasingly popular, and some special shopping behaviors existing in traditional e-commerce also emerge in this new context. The current research mainly focuses on determinants of compulsive buying in live streaming commerce by taking fear of missing out (FOMO) and social influence into account. Design/methodology/approach Using the data collected from 242 experienced consumers in live streaming commerce, the proposed model was empirically assessed by partial least squares based structural equation model. Findings The results show that both informational and normative social influences have positive effects on FOMO, which in turn exert an influence on compulsive buying. In addition, informational social influence also directly and positively affects compulsive buying. Originality/value This study provides a deeper understanding of FOMO and social influence in the process of compulsive buying. It offers a new avenue to analyze the mechanism regarding why compulsive buying occurs in live streaming commerce.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2011PLS-SEM: Indeed a Silver Bullet 1955A study of normative and informational social influences upon individual judgment.2013Motivational, emotional, and behavioral correlates of fear of missing out 1989Measurement of Consumer Susceptibility to Interpersonal Influence 2018The role of live streaming in building consumer trust and engagement with social commerce sellers 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective

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2025Impulse buying in live streaming commerce: A literature review and research agenda 2024Compulsive Use of Social Media and Unrestrained Buying Behavior: Delineating the Role of Social Comparison, Fear of Missing Out and Self Esteem

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