Consumers’ Impulse Buying in Live Streaming Shopping
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- 발행기관
- 한국경영정보학회 바로가기
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- 간행물
- 한국경영정보학회 정기 학술대회 바로가기
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- 통권
- 2020 한국경영정보학회 추계학술대회 (2020.12)바로가기
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- 페이지
- pp.254-260
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A392608
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원문정보
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
키워드
Live Streaming Shopping CIFE Model Promotion Stimuli Lack of Self-Control Social Presence Streamers’ Feature Economic Unavailability Time Unavailability Consumption Impulse Impulse Buying저자
간행물 정보
발행기관
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- 발행기관명
- 한국경영정보학회 [The Korea Society of Management information Systems]
- 설립연도
- 1989
- 분야
- 사회과학>경영학
- 소개
- 이 학회는 경영정보학의 연구 및 교류를 촉진하고 학문의 발전과 응용에 공헌함을 목적으로 합니다.
간행물
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- 간행물명
- 한국경영정보학회 정기 학술대회 [KMIS Conference]
- 간기
- 반년간
- 수록기간
- 1990~2025
- 십진분류
- KDC 325 DDC 658
이 권호 내 다른 논문 / 한국경영정보학회 정기 학술대회 2020 한국경영정보학회 추계학술대회
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