Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

被引：0
作者：
Xiaolin LI
Dunhu Huang
Guofeng Dong
Bing Wang
机构：
[1] Sichuan Agricultural University,Business and Tourism School
[2] University of Reading,Informatics Research Centre, Henley Business School
来源：
BMC Psychology | / 12卷
关键词：
Live streaming; Streamer; Trust; Flow; Impulsive purchase behavior;
D O I：
暂无
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学科分类号：
摘要：
To explore the influencing factors of consumers’ impulsive purchase behavior in live streaming, based on the Stimulus-Organism-Response framework, we construct the model of how streamers influence consumers’ impulsive purchase behavior by consulting literature. Collected data by means of a questionnaire, and made an empirical study by using the structural equation model to explore the mechanism of streamer affecting consumers’ impulsive purchase behavior. The results show that streamer characteristics (personal charisma, professionalism) and streamer performance (interactivity, entertainment) affect consumers’ impulsive purchase behavior by affecting consumers’ trust and flow experience. The empirical results have important theoretical and practical significance.
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