The influence of host characteristics on impulsive online purchases by consumers: Examining the effects of flow experience and independent self-construal
Vol 9, Issue 5, 2024, Article identifier:
VIEWS - 642 (Abstract) 394 (PDF)
Abstract
Purpose: The professional integrity of e-commerce livestream hosts is crucial, as they function as intermediaries connecting businesses and consumers. The research investigates how the characteristics of e-commerce livestream hosts influence the mechanisms behind consumers’ impulsive motivations for online purchases. The goal is to propose targeted managerial insights for the e-commerce livestreaming sector, fostering robust and sustainable growth. Design/Methodology/Approach: The research targets Chinese consumers engaged in online livestream shopping, utilising a quantitative research methodology through a questionnaire survey. Data was collected through the dissemination of online questionnaires on e-commerce platforms, resulting in 683 valid sample responses collected between July and August 2023. Findings: Analyzing the data reveals that anchor characteristics positively impact consumers’ impulsive online purchases and, concurrently, positively influence the consumers’ level of flow experience. Conversely, the consumers’ flow experience level positively impacts their impulsive online purchases, with the flow experience serving as a partial mediator. Additionally, the independent self-concept moderates the process where anchor characteristics positively influence consumers’ tendencies for impulsive online purchases, augmenting its effectiveness. Conclusion: Anchor characteristics directly impact consumers’ impulsive online purchases and can also indirectly boost consumers’ impulsive online purchases by enhancing their flow experience. Practical Implications: The present study explores which e-commerce livestream hosts impact consumers’ impulsive online purchasing behaviours, offering insights for future research. Additionally, by exploring the impact factors of e-commerce livestream hosts’ characteristics on consumers’ impulsive online purchasing behaviours, this research provides theoretical suggestions for livestream hosts, offers guidance for consumers, and serves as a reference for businesses to enhance their livestreaming strategies.
Keywords
Full Text:
PDFReferences
1. Kollat DT, Willett RP. Customer Impulse Purchasing Behavior. Journal of Marketing Research. 1967, 4(1): 21-31. doi: 10.1177/002224376700400102
2. Lei L, Zhang XJ, Wang LL. Research on online impulse buying based on e-commerce marketing (Chinese). Commercial Research. 2012, 3: 103-108. doi: 10.13902/j.cnki.syyj.2012.03.008
3. Xie Y, Li C, Gao P, Liu Y. Research on the impact and mechanism of social presence on online herd consumption in live broadcast marketing - behavioural and neurophysiological perspectives (Chinese). Advances in Psychological Science. 2019, 27(6): 990-1004. doi: 10.3724/sp.j.1042.2019.00990
4. Huang M, Ye Y, Wang W. The impact of live streaming anchor types on consumer purchase intention and behaviour under different types of products (Chinese). Nankai Business Review. 2023, 26(2): 188-198.
5. Chen H, Zhang Y, Guo W. A study on the impact of influencers on Fans’ purchase intention in live broadcasting platform (Chinese). China Business and Market. 2020, 34(10): 28-37. doi:10.14089/j.cnki.cn11-3664/f.2020.10.003
6. Weinberg P, Gottwald W. Impulsive consumer buying due to emotions. Journal of Business Research. 1982, 10(1): 43-57. doi: 10.1016/0148-2963(82)90016-9
7. Wang C, Chen D. Study of community relationship of multi-dimension factors influencing consumer purchasing decision-making O2O mode (Chinese). Chinese Journal of Management Science. 2019, 27(1): 110-119. doi: 10.16381/j.cnkii.issn1003-207xx. 2019.01.011
8. Agrawal J, Kamakura WA. The Economic Worth of Celebrity Endorsers: An Event Study Analysis. Journal of Marketing. 1995, 59(3): 56-62. doi: 10.1177/002224299505900305
9. Chevalier JA, Mayzlin D. The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research. 2006, 43(3): 345-354. doi: 10.1509/jmkr.43.3.345
10. Park HJ, Lin LM. The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming content in the context of product endorsement. Journal of Retailing and Consumer Services. 2020, 52: 101934. doi: 10.1016/j.jretconser.2019.101934
11. Wu IL, Chiu ML, Chen KW. Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management. 2020, 52: 102099. doi: 10.1016/j.ijinfomgt.2020.102099
12. Kelleher T. Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication. Journal of Communication. 2009, 59(1): 172-188. doi: 10.1111/j.1460-2466.2008.01410.x
13. Huang S, Deng F, Xiao J. Research on impulse purchase decision of audiences on live streaming platforms: From the perspective of dual paths perspective (Chinese). Finance & Economics. 2021, 5: 119-132. doi.org/10.3969/j.issn.1000-8306.2021.05.011
14. Delgado-Romero EA, Lau MY, Shullman SL. The society of counseling psychology: Historical values, themes, and patterns viewed from the American Psychological Association presidential podium. In: Fouad NA, Carter JA, Subich LM (editors.) APA Handbook of Counseling Psychology. American Psychological Association; 2012. Volume 1. pp. 3–29. doi: 10.1037/13754-001
15. Wang S, He J. Influence mechanism of different types of e-commerce streamer attributes on consumers’ purchase: Based on grounded theory and text analysis (Chinese). Journal of Beijing University of Posts and Telecommunications (Social Sciences Edition). 2022, 24(2): 104-116. doi: 10.19722/j.cnki.1008-7729.2021.0254
16. Liu F, Meng L, Chen S, Duan K. Research on the impact of online celebrity live streaming on consumers’ purchase intention and its mechanism (Chinese). Chinese Journal of Management. 2020, 17(1): 94-104. doi: 10.3969/j.issn.1672-884x.2020.01.011
17. Csikszentmihalyi M. The flow experience and its significance for human psychology. In: Csikszentmihalyi M, Csikszentmihalyi IS (editors). Optimal Experience. Cambridge University Press; 1988. pp. 15-35. doi: 10.1017/cbo9780511621956.002
18. Koufaris M. Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research. 2002, 13(2): 205-223. doi: 10.1287/isre.13.2.205.83
19. Hoffman DL, Novak TP. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing. 1996, 60(3): 50-68. doi: 10.1177/002224299606000304
20. Shi Y, Ma C, Bao X. Research on the Impact of Impulse Purchase Intention under the situation of live-stream shopping (Chinese). Journal of Shandong Technology and Business University. 2021, 35(2): 60-69. doi: 10.3969/j.issn.1672-5956.2021.02.007
21. Feng J, Lu M. The empirical research on impulse buying intention of live marketing in mobile internet era (Chinese). Soft Science. 2020, 34(12): 128-133+144. doi: 10.13956/j.ss.1001-8409.2020.12.20
22. Singelis TM. The Measurement of Independent and Interdependent Self-Construals. Personality and Social Psychology Bulletin. 1994, 20(5): 580-591. doi: 10.1177/0146167294205014
23. Peng Z, Liu X, Yang D. Discrepant management for employee job satisfaction: Based on the perspective of self-construction (Chinese). Social Sciences in Nanjing. 2015, 2: 33-39. doi: 10.15937/j.cnki.issn1001-8263.2015.02.005
24. Wei J, Li M, Liu B. Research on the Influence of Anchor Characteristics on Consumers’ Impulse Purchase Intention in E-commerce Livestreaming (Chinese). China Business and Market. 36(4): 32-42. doi: 10.14089/j.cnki.cn11-3664/f.2022.04.003
25. Yan D, Liu Z, Wang M. An empirical analysis of the impact of Taobao internet celebrities’ Weibo marketing on customers’ attitude (Chinese). Chinese Journal of Journalism & Communication. 2018, 7: 62-78. doi: 10.13495/j.cnki.cjjc.2018.07.004
26. Li J, Li L. The impact of the characteristics of live broadcast e-commerce anchors on consumers’ willingness to repurchase—Take TikTok live broadcast as an example (Chinese). Journal of Commercial Economics. 2022, 10: 71-75. doi: 10.3969/j.issn.1002-5863.2022.10.018
27. Liu Z, Zhao X, Long W. The formation mechanism of consumers’ purchase intention under the live streaming of goods by Internet celebrities—An analysis based on grounded theory (Chinese). China Business and Market. 2020, 34(8): 48-57. doi.org/10.14089/j.cnki.cn11-3664/f.2020.08.005
28. Li Q, Gao X, Xu X, Qiao Z. A study on viewers’ information processing and purchase intention in live streaming commerce (Chinese). Chinese Journal of Management. 2021, 18(6): 895-903. doi: 10.3969/j.issn.1672-884x.2021.06.011
29. Zhao B, Wang Y. The impact of characteristics of e-commerce anchors on consumers’ purchase intention. Commercial Research. 2021, 1: 1-6. doi: 10.13902/j.cnki.syyj.2021.01.001
30. Ha I, Yoon Y, Choi M. Determinants of adoption of mobile games under mobile broadband wireless access environment. Information & Management. 2007, 44(3): 276-286. doi: 10.1016/j.im.2007.01.001
31. Xiong W, Wang S, Pan Q. The impact of WeChat mobile social user flow experience on user stickiness. Press Circles. 2015, 7: 13-18. doi: 10.15897/j.cnki.cn51-1046/g2.2015.07.003
32. Chen X, Zhou M. An exploratory study on formation mechanism of consumer’s impulse purchase under the e-commerce environment (Chinese). Economy and Management. 2010, 24(12): 19-22.
33. Bai Y, Chen J. Research on Health Information Communication Governance Strategies Based on the Coupling Effect of Virtual Community Interaction (Chinese). Chinese Editors Journal. 2019, 5: 15-20.
DOI: https://doi.org/10.54517/esp.v9i5.2293
(642 Abstract Views, 394 PDF Downloads)
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Ce Fang
License URL: https://creativecommons.org/licenses/by/4.0/