The impact of live-streaming on customers’ impulsive buying behavior

Abstract

As a new form of social commerce, live streaming is becoming increasingly popular among online consumers, which has aroused great interest among practitioners and researchers. This research was conducted to determine the relationships between symbolic value (SYM), hedonic value (HED), interactivity (INT), visualisation (VI), social presence (SP), trust in sellers (TI) and immersion (IM). With the sample including 300 participants, the results are expected to provide new insight and call more attention to this phenomenon. During the research process, we employ mathematical concepts, computations, and algorithms to combine, examine, and produce precise and particular data and outcomes that support the findings. arguments made. Based on previous empirical research, we will develop a conceptualised model to investigate the relationship between live streaming activity and customers’ impulsive buying behaviour. The research results show that symbolic value and hedonic value impact positively to social presence; interactivity and visualisation impact positively to trust in sellers; social presence affects to both trust in sellers and immersion; Trust in sellers both affects to immersion and impulsive buying behaviour; immersion impacts positively to impulsive buying behaviour. Our research has just identified the relationship between live streaming activities and impulsive buying behaviour. Moreover, with the current situation based on the world's development trends as well as online shopping becoming so popular, our conduct of this research also provided some suggestions for sellers through live streaming, helping sellers easily better grasp customer psychology, and increasingly develop shopping methods through live streaming.