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

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dc.contributor.authorZhang, Xiaoping
dc.contributor.authorCheng, Xusen
dc.contributor.authorHuang, Xiaowen
dc.contributor.authorLi, Haolin
dc.date.accessioned2021-12-24T17:29:01Z
dc.date.available2021-12-24T17:29:01Z
dc.date.issued2022-01-04
dc.description.abstractLive 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.
dc.format.extent7 pages
dc.identifier.doi10.24251/HICSS.2022.170
dc.identifier.isbn978-0-9981331-5-7
dc.identifier.urihttp://hdl.handle.net/10125/79502
dc.language.isoeng
dc.relation.ispartofProceedings of the 55th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDecision Support for Smart City
dc.subjecte-commerce
dc.subjectimpulse buying behavior
dc.subjectlive streaming commerce
dc.subjectsocial presence
dc.titleInvestigating Impulse Buying Behavior in Live Streaming Commerce: The Role of Social Presence
dc.type.dcmitext

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