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Investigating Impulse Buying Behavior in Live Streaming Commerce: The Role of Social Presence

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Title:Investigating Impulse Buying Behavior in Live Streaming Commerce: The Role of Social Presence
Authors:Zhang, Xiaoping
Cheng, Xusen
Huang, Xiaowen
Li, Haolin
Keywords:Decision Support for Smart City
impulse buying behavior
live streaming commerce
social presence
Date Issued:04 Jan 2022
Abstract:Live streaming is changing the paradigm of people’s entertainment and consumption. It has been adopted by many small individual sellers to improve their market performance, leading to the emergence of live streaming commerce. Although existing literature has paid attention to consumer purchase behavior in live streaming commerce, little knowledge on impulse buying can be available. Drawing on social presence theory and cognitive-affective framework, this paper attempts to develop a theoretical model to investigate how social presence affects consumers’ urge to buy impulsively through the mediating mechanism of cognitive state (i.e., product risk) and affective state (i.e., affective intensity). This paper is expected to advance knowledge on consumers’ impulse buying in live streaming commerce.
Pages/Duration:7 pages
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections: Decision Support for Smart City

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