Earticle

초록

영어

Live streaming shopping, providing an entertaining and shopping way, has attracted attention from the world. This study is based on the integrated model of consumption impulse formation enactment (CIFE) combining with live streaming shopping features. Promotion stimuli, lack of selfcontrol, social presence, platform ease of use, and streamers features are used to study consumption impulse and transfer of likeliness of impulse buying. It explores the moderating effects of economic and time unavailabilities. The theoretical framework is tested using SEM based on survey data collected in China. We found promotion stimuli, lack of selfcontrol, social presence, and streamers feature have significant influences on consumption impulse in live streaming shopping, which in turn lead to transfer of likeliness of impulse buying, and time unavailable plays a positive moderating role. This is one of the first empirical studies based on CIFE in the context of live streaming shopping. This would provide a new marketing direction to managers involved in live streaming shopping.

목차

Abstract
Introduction
Theoretical Background
Live Streaming
Live Streaming Shopping
CIFE Model
Impulse Buying
Research Model and Hypotheses Development
Promotion Stimuli and Consumption Impulse
Lack of Self-Control and Consumption Impulse
Social Presence and Consumption Impulse
Platform Ease of Use and Consumption Impulse
Streamers’ Feature and Consumption Impulse
Consumption Impulse and Likeliness of Impulse Buying
The Moderating Role of Economic Unavailability and Time Unavailability
Research Method
Measurement Development and Data Collection
Results
Measurement Model
Structural Model
Moderating Effect Test
Discussion
Summary of Findings
Theoretical Implications
Practical Implications
Limitations and Future Research
References

저자

• Yan Xu [ Kyung Hee University, Graduate School of Business, Master’s Candidate ]
• Sung-Byung Yang [ Kyung Hee University, School of Management, Associate Professor ]

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