research-article

The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams

Author:

Hsiu-Hua ChengAuthors Info & Claims

ICMECG '20: Proceedings of the 7th International Conference on Management of e-Commerce and e-Government

Pages 31 - 35

https://doi.org/10.1145/3409891.3409895

Published: 25 August 2020 Publication History

Abstract

Live streaming has grown rapidly in popularity world-wide. Impulse buying is a common commerce activity on live streaming platforms. Many live streamers sell products on live steaming platforms, in real time. Live shopping streams which are similar to television shopping programs provoke viewers to buy impulsively. Although the issue of impulse buying has been discussed by many studies, the characteristics of live shopping streams are less considered. For understanding the issues about online impulse buying, the research focuses on the determinants of online impulse buying based on the perspective of dual stimuli (the stimuli of online product presentation and the stimuli of social environment) within the context of live shopping streams. This study incorporates the stimulus-organism-response framework, online product presentation, emotion, and impulse buying to explore the determinants of online impulse buying. Understanding this topic can contribute to research issues of online impulse buying within the context of live streaming, and can help live streamers, internet marketing firms, and managers of live streaming platforms to obtain advantages.

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Cited By

Agarwal BMitra D(2025)What drives users impulse buying behavior in social media advertising? The roles of empathy expression and privacy concernsJournal of Marketing Theory and Practice10.1080/10696679.2025.2452848(1-22)Online publication date: 16-Jan-2025
https://doi.org/10.1080/10696679.2025.2452848
Widiatmo G(2024)The Future of E-commerce: Creating Immersive Experiences in Live Streaming Commerce to Drive Consumers' Impulse Buying2024 21st International Conference on Electrical Engineering/Electronics, Computer, Telecommunications and Information Technology (ECTI-CON)10.1109/ECTI-CON60892.2024.10594963(1-6)Online publication date: 27-May-2024
https://doi.org/10.1109/ECTI-CON60892.2024.10594963
Ye XBatool HHuang S(2023)The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation modelJournal of Innovation and Entrepreneurship10.1186/s13731-023-00310-212:1Online publication date: 23-Jun-2023
https://doi.org/10.1186/s13731-023-00310-2
Show More Cited By

Index Terms

The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams
1. Information systems
  1. World Wide Web
    1. Web applications
      1. Electronic commerce
        Online shopping

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ICMECG '20: Proceedings of the 7th International Conference on Management of e-Commerce and e-Government

July 2020

130 pages

ISBN:9781450377478

DOI:10.1145/3409891

Copyright © 2020 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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Publication History

Published: 25 August 2020

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ICMECG 2020: 2020 International Conference on Management of e-Commerce and e-Government

July 1 - 3, 2020

Island, Jeju, Republic of Korea

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Cited By

Agarwal BMitra D(2025)What drives users impulse buying behavior in social media advertising? The roles of empathy expression and privacy concernsJournal of Marketing Theory and Practice10.1080/10696679.2025.2452848(1-22)Online publication date: 16-Jan-2025
https://doi.org/10.1080/10696679.2025.2452848
Widiatmo G(2024)The Future of E-commerce: Creating Immersive Experiences in Live Streaming Commerce to Drive Consumers' Impulse Buying2024 21st International Conference on Electrical Engineering/Electronics, Computer, Telecommunications and Information Technology (ECTI-CON)10.1109/ECTI-CON60892.2024.10594963(1-6)Online publication date: 27-May-2024
https://doi.org/10.1109/ECTI-CON60892.2024.10594963
Ye XBatool HHuang S(2023)The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation modelJournal of Innovation and Entrepreneurship10.1186/s13731-023-00310-212:1Online publication date: 23-Jun-2023
https://doi.org/10.1186/s13731-023-00310-2
Li LFeng YZhao A(2023)An interaction–immersion model in live streaming commerce: the moderating role of streamer attractivenessJournal of Marketing Analytics10.1057/s41270-023-00225-712:3(701-716)Online publication date: 3-May-2023
https://doi.org/10.1057/s41270-023-00225-7
Zhu YShi HBin Azam Hashmi HWu Q(2023)Bridging artificial intelligence-based services and online impulse buying in E-retailing contextElectronic Commerce Research and Applications10.1016/j.elerap.2023.10133362(101333)Online publication date: Nov-2023
https://doi.org/10.1016/j.elerap.2023.101333
Yan MKwok AChan AZhuang YWen KZhang K(2022)An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulseInternet Research10.1108/INTR-11-2020-062533:4(1633-1663)Online publication date: 29-Dec-2022
https://doi.org/10.1108/INTR-11-2020-0625
Zhang SHuang CLi XRen A(2022)Characteristics and roles of streamers in e-commerce live streamingThe Service Industries Journal10.1080/02642069.2022.206853042:13-14(1001-1029)Online publication date: 25-Apr-2022
https://doi.org/10.1080/02642069.2022.2068530
Goh ZTandoc ENg B(2021)“Live” Together with You: Livestream Views Mitigate the Effects of Loneliness on Well-beingJournal of Broadcasting & Electronic Media10.1080/08838151.2021.199497065:4(505-524)Online publication date: 12-Dec-2021
https://doi.org/10.1080/08838151.2021.1994970

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