Journal
INTERNATIONAL JOURNAL OF WEB INFORMATION SYSTEMS
Volume 17, Issue 4, Pages 300-320Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJWIS-02-2021-0012
Keywords
Presence; S-O-R theory; Impulsive buying behavior; Live streaming commerce; Flow theory; Social presence
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The study found that the social presence of live streaming platforms, viewers, live streamers, and telepresence positively and significantly influence consumer trust and flow state, leading to impulsive buying behavior. Additionally, consumers' sense of power moderates the relationship between consumer trust, flow state, and impulsive buying behavior.
Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers' impulsive buying behavior. Furthermore, consumers' sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers' buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.
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