An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Frontiers in Psychology

article

Wei-wei Dong¹  Yong-qiang Wang¹  Jian Qin¹ 

[1] School of Economics and Management, Shanghai Institute of Technology

关键词: Livestreaming information source;    Social presence;    flow experience;    Time pressure;    Impulsive consumption intention;   

DOI  :  10.3389/fpsyg.2022.1019024

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence, and examines the mediating effect of flow experience and the moderating effect of time pressure. A data analysis of 268 live shopping consumers shows that the credibility, professionalism, attractiveness and interactivity of live information sources have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers' flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption willingness, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce, and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

【 授权许可】

CC BY