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Does Live Streaming Allure the Unrestrained Buying Behavior?

첫 페이지 보기
  • 발행기관
    한국경영정보학회 바로가기
  • 간행물
    Asia Pacific Journal of Information Systems KCI 등재 SCOPUS 바로가기
  • 통권
    제34권 제2호 (2024.06)바로가기
  • 페이지
    pp.493-517
  • 저자
    Satinder Kumar, Garima Kathuria, Mansi Rani
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A451948

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원문정보

초록

영어
E-commerce has grown to be perceived as an integral component of modern customers’ lives. Fast innovation enables businesses to implement new business ideas that enhance customers’ shopping experiences. The motive is to study the allurement of unrestrained buying behaviors resulting from Live Streaming Commerce in the presence of Emotional imagery. The conceptual model and hypotheses for the study have been framed based on the SOR model. A survey was conducted in north India, where data was collected from 577 consumers experiencing live streaming and analyzed with the help of AMOS and SPSS software. The repulsive behavior scale has been developed by using qualitative research. The findings revealed that there is a significant relationship between the stimulus of livestreaming and unrestrained buying behaviors with the mediating role of emotional imagination. Two crucial mediating factors, pleasure, and arousal (fervent imagination), have successfully predicted experiential shopping behavior. The study has implications for online marketers and policymakers, as marketers can use our developed model to understand consumers’ different buying behaviors, and policymakers can select and design specific features for the social presence of live streaming. Integrating three different types of unrestrained buying behavior influenced by live streaming would add to the literature. The study adds value to the literature by developing a scale to measure repulsive behavior after testing and validating with experts.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Literature Review
Ⅳ. Research Model
Ⅴ. Methodology
Ⅵ. Data Analysis and Results
Ⅶ. Discussion
Ⅷ. Implications
Ⅸ. Conclusion

키워드

Live Streaming Impulsive Behavior Compulsive Behavior Repulsive Behavior Pleasure Arousal S-O-R Model

저자

  • Satinder Kumar [ Dr Satinder Kumar, School of Management Studies, Punjabi University, Patiala, India ] Corresponding Author
  • Garima Kathuria [ Ms Garima Kathuria, School of Management Studies, Punjabi University, Patiala, India ]
  • Mansi Rani [ Ms Mansi Rani, School of Management Studies, Punjabi University, Patiala, India ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 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

  • 간행물명
    Asia Pacific Journal of Information Systems
  • 간기
    계간
  • pISSN
    2288-5404
  • eISSN
    2288-6818
  • 수록기간
    1990~2026
  • 등재여부
    KCI 등재,SCOPUS
  • 십진분류
    KDC 325 DDC 658

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