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Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework
Mingwei Li1, Qingjin Wang1, Ying Cao2
1Business School, Qingdao University, Qingdao 266061, China.
Summary
Online impulse buying is increasing with live streaming. This study found that broadcaster and streamer social presence positively impacts impulse purchases, mediated by pleasure and arousal, unlike viewer presence.
Area of Science:
- Consumer Behavior
- E-commerce
- Human-Computer Interaction
Background:
- Online impulse buying is a growing phenomenon, particularly with the rise of live streaming platforms.
- Existing research on impulse buying primarily focuses on offline retail and traditional e-commerce, leaving a gap in understanding live streaming contexts.
- The stimulus-organism-response (SOR) framework provides a foundation for exploring psychological mechanisms in online consumer behavior.
Purpose of the Study:
- To investigate the influence of social presence in live streaming on customer impulse buying.
- To examine the mediating roles of pleasure and arousal in the relationship between social presence and impulse buying.
- To provide insights for platform operators and policymakers to manage online impulse buying.
Main Methods:
- Utilized the stimulus-organism-response (SOR) framework to model the phenomenon.
- Employed AMOS and IBM SPSS PROCESS software for statistical analysis.
- Analyzed minute-level data from 189 customers who participated in live streaming within the last three months.
Main Results:
- Social presence of the broadcaster and live streamer positively influences impulse buying, both directly and indirectly through pleasure and arousal.
- Customer pleasure and arousal mediate the positive relationship between broadcaster/streamer social presence and impulse buying.
- The social presence of viewers did not show a significant effect on pleasure and arousal in the context of live streaming impulse buying.
Conclusions:
- Social presence, particularly from broadcasters and streamers, is a key driver of impulse buying in live streaming environments.
- Pleasure and arousal are significant mediators in the pathway from social presence to impulse purchasing.
- Findings offer practical implications for live streaming platforms to address and potentially mitigate excessive impulse buying behaviors.
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