Leveraging store atmosphere tool in live streaming to foster consumer post purchase intention: The role of time...

The exponential growth of live streaming commerce has made it a prominent sales channel, yet limited research explores its impact from the perspective of retail atmospherics. This study aims to develop an integrated model examining how live streaming atmospherics influence consumers' post-purchase intentions. It specifically focuses on how consumer perceptions of expertise and time scarcity affect the cognitive processes leading to purchase behaviors.

Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study collected 842 valid survey responses to test its hypotheses. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to evaluate the relationships among live streaming atmospherics, perceived expertise, and consumer post-purchase intentions.

Results indicate that aesthetic cues and bullet screen mutuality are key dimensions of live streaming atmospherics that positively influence consumers' post-purchase intentions. Additionally, time scarcity strengthens the positive impact of perceived expertise on consumers' intentions to post comments and recommend products, highlighting its moderating role in consumer decision-making processes.

This study provides a novel perspective on the impact of live streaming atmospherics on consumer behavior, filling a research gap by integrating expertise perception and time scarcity into the S-O-R framework. Practical examples from prominent e-commerce platforms such as Taobao Live and JD Live are incorporated to demonstrate how aesthetic design and interactive features in real-world scenarios enhance consumer post-purchase behaviors.