THE INFLUENCE OF ONLINE CELEBRITY LIVE BROADCAST ON CHINESE FEMALE CONSUMERS’ WILLINGNESS TO IMPULSIVE BUYING—BASED ON THE PERSPECTIVE OF S-O-R THEORY
Article Sidebar
Main Article Content
Abstract
In recent years, online celebrity live streaming has become an emerging marketing model, and rushed purchases online in live broadcast rooms are prone to be impulse purchases. In this research, based on the SOR marketing stimulus theory, a model of the influence mechanism of e-commerce internet celebrities on Chinese female consumers’ impulsive purchase intentions was constructed. Through a survey of 358 female consumers who have engaged in impulsive consumption during online celebrity live broadcasts, the survey data was analyzed using correlation analysis and regression analysis methods. It is found that e-commerce internet celebrities have a significant positive impact on both the impulse purchase of cosmetics and on consumer sentiment. In addition, consumer sentiment plays a complete mediating role between e-commerce internet celebrities and impulsive purchase intention, while consumer trust has a moderating role between e-commerce influencers and impulse purchase intentions. In the context of online celebrity live broadcasts, e-commerce platforms can increase discounts, enhance the capability of the presenters, mobilize the atmosphere of the live broadcast room, and increase fan interaction in order to cause female consumers to be in a highly positive and excited mood, which is conducive to consumers’ subsequent implementation of impulse buying decisions and provides corresponding suggestions for the marketing management of e-commerce enterprises.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
References
Alt, F. W., Blackwell, T. K., & Yancopoulos, G. D. (1987). Development of the primary antibody repertoire. Science, 238(4830), 1079-1087.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Bas, V., & Astrid, H. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(10), 23.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303.
Chen, C. Z., & Liu, J. (2017). Problems and system construction in the supervision of network anchors. Explore, (6), 136-145.
Chen, H. Q., Zhang, Y., & Guo, W. Q. (2020). The influence of influencer characteristics on fans’ purchase intention in live broadcast platforms. China’s Circulation Economy, 34(10), 28-37. [in Chinese]
Coary, S., & Poor, M. (2016). How consumer-generated images shape important consumption outcomes in the food domain. Journal of Consumer Marketing, 33(1), 1-8.
Cunningham, M. R., Steinberg, J., & Grev, R. (1980). Wanting to and having to help: Separate motivations for positive mood and guilt-induced helping. Journal of Personality and Social Psychology, 38(2), 181-192.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
Gong, X. X., Ye, Z. L., Wu, Y. P., & Liu, J. Y. (2019). Research on the influence mechanism of live broadcast scene atmosphere cues on consumers’ impulse consumption willingness. Journal of Management, (6), 875-882. [in Chinese]
Guo, H. D., & Qu, J. (2020). Research on the sustainable development of live broadcast with goods to help farmers. People’s Forum, (20), 74-76. [in Chinese]
Guo, Y. P. (2021). Situational factors, consumer sentiment and consumer impulse buying online. Business Economics Research, (6), 68-71. [in Chinese]
He, M. (2013). The effect of cognitive trust and affective trust on long-term orientation [Master’s thesis]. Dalian University of Technology. [in Chinese]
Iyer, G. R., Blut, M., & Xiao, S. H. (2019). Impulse buying: Ameta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
Li, Z. F. (2007). Research on impulse buying behavior and experiential marketing in tourism shopping [Doctoral dissertation]. Huazhong University of Science and Technology. [in Chinese]
Lin, J. H., Zhuang, S. J., & Gong, C. Y. (2005). A model of causes and consequences of impulsive buying in consumer behavior. Business Management Technology Quarterly, (6), 47-68.
Liu, Y., Li, Q., & Yin, M. (2018). The stimulating effect of online shopping festival atmosphere on consumers’ impulse shopping behavior. Business Research, (7), 18-23. [in Chinese]
Liu, Y., Li, Q., & Yin, M. (2020). Research on the influence of online live shopping characteristics on consumer purchasing behavior. Soft Science, (6), 108-114. [in Chinese]
Luo, S. (2018). Research on impulsive buying behavior of cosmetic consumers in e-commerce environment [Doctoral dissertation]. South China University of Technology. [in Chinese]
Mayer, R. C., Davis, J. H., & David, S. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
McAllister, D. J. (1995). Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38, 24-59.
Mcknight, D., & Chervany, N. (2002). What trust means in e-commerce customer relationships: An interdisciplinary conceptual of electronic commerce. International Journal of Electronic Commerce, 6(2), 35-59.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Meng, F. (2012). Research on the influence of opinion leaders on purchase intention in social business environment [Doctoral dissertation]. Nanjing University. [in Chinese]
Meng, L., Liu, F. J., Chen, S. Y., & Duan, S. (2020). Can I arouse you-A study on the influence mechanism of different types of live streaming influencer information source characteristics on consumers’ purchase intention. Nankai Management Review, 23(1), 131-143. [in Chinese]
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, (3), 101-134.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, (3), 305-313.
Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12(3), 23-27.
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The lived meaning of free choice: An existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research, (3), 346-361.
Wang, L. (2016). Research on Impulsive Buying Behavior of Chinese “Post-80s” Couples’ Baby Products [Doctoral dissertation]. Jilin University. [in Chinese]
Wang, Q. Z., Yao, Q., & Ye, Y. (2014). Research on the influence mechanism of price discount and number of purchasers on consumers’ impulse purchase intention under the scenario of online group buying. Journal of Management Engineering, 28(4), 37-47. [in Chinese]
Wang, X. J., Wang, W., & Sun, N. N. (2019). Research on the influence of e-commerce online live broadcast mode on consumers’ purchase intention: Based on the mediating role of cognition and emotion. Market Modernization, (15), 13-14. [in Chinese]
Wen, Z. L., Zhang, L., & Hou, J. T. (2004). Mediation effect test procedure and its application. Acta Psychology, (5), 614-620. [in Chinese]
Williamson, O. E. (1979). Transaction-cost economics: The governance of contractual relations. Journal of Law and Economics, 22(2), 233-261.
Wu, M. L. (2007). Operation and application of AMOS. Chongqing University Press. [in Chinese]
Wu, R. J. (2014). Research on the effect of online store presence on consumers’ attitude towards online store use. Journal of Tianjin University of Technology, 33(1), 65-69. [in Chinese]
Xie, Y., Cui, F., & Gao, P. (2021). The influence of co-presence and social presence on conformity consumption in the context of webcasting. Business Economics and Management, (2), 68-79. [in Chinese]
Xiong, X., Zhu, C. X., & Zhu, H. B. (2021). The formation mechanism of consumer trust in the live broadcast of agricultural products e-commerce: The perspective of intermediary capacity. Journal of Beijing Agricultural University (Social Science Edition), 21(4), 142-154. [in Chinese]
Yang, Q., & Shen, Y. S. (2017). Research on the influence of new product pre-release on consumers’ purchase intention. Soft Science, 31(8), 134-138. [in Chinese]
Yao, G. A., & Qin, Z. (2010). Research on the influence of consumers’ experience in the process of maintaining trust in e-commerce enterprises. Nankai Management Review, 13(1), 99-107. [in Chinese]
Youn, S., & Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, (27), 179-185.
Zhang, B. J. (2017a). Research on the influence mechanism of online return policy laxity on consumers’ purchase intention based on SOR theory. Consumer Economy, 33(1), 83-89. [in Chinese]
Zhang, W., Yang, T., & Zhang, W. K. (2020). Research on the influence mechanism of mobile shopping situational factors on impulse purchase intention. Manage Reviews, 32(2), 174-183. [in Chinese]
Zhang, Y. (2017b). Design research on continuous use of game live broadcast applications based on SOR theory [Master’s thesis]. Jiangnan University. [in Chinese]
Zhao, D. L. (2018). Exploration of brand exposure and sales conversion in the era of online live broadcast-Taking shopping live broadcast platform as an example. Business Economics Research, (1), 62-64. [in Chinese]
Zhao, H. X., Cai, Z. H., & He, S. (2014). Research on online product display, online interaction and impulsive purchase based on virtual touch perspective. Journal of Management, (1), 133-141. [in Chinese]
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, (48), 151-160. [in Chinese]
Zhou, Y. F. (2020). Research on the influence of e-commerce internet celebrities on college girls’ purchase intention based on SOR theory [Master’s thesis]. Mongolian University. [in Chinese]