Impact Mechanisms of Consumer Impulse Buying in Accumulative Social Live Shopping: Considering Para-Social Relationship Moderating Role

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 66 - 66

Опубликована: Апрель 7, 2025

Based on para-social interaction (PSI) theory and social identity perspective, this study explores the mechanisms driving consumers’ impulse buying in live shopping. It examines how content design, namely information comprehensiveness (INFCOM) interactivity (INT), affects consumer cognition affective experiences, perceived usefulness (PU), PSI, sense of belonging (SOB), to generate influence urge buy impulsively (UBI), further moderating role consumer–broadcaster relationship (PSR) between design experience. Findings indicate that an accumulative shopping environment, comprehensive strong enhance identity, reduce hesitations obstacles, encourage UBI. Forming a close is crucial for promoting increasing Even without interactive engagement, consumers who feel connection with broadcaster still experience SOB. PSR influences by enhancing perceptions thereby This advances understanding from perspective suggests merchants livestream designers can improve quality sales providing product incorporating diverse elements broadcasts.

Язык: Английский

Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products

Journal of Innovation & Knowledge, Год журнала: 2024, Номер 10(1), С. 100642 - 100642

Опубликована: Дек. 10, 2024

Язык: Английский