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Exploring Impulse Buying in Live Str...

Ming, Gao.

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Exploring Impulse Buying in Live Stream Shopping: A Balanced Framework.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Exploring Impulse Buying in Live Stream Shopping: A Balanced Framework./
作者:	Ming, Gao.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
面頁冊數:	122 p.
附註:	Source: Dissertations Abstracts International, Volume: 85-04, Section: A.
Contained By:	Dissertations Abstracts International85-04A.
標題:	Multimedia communications. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30687931
ISBN:	9798380413145

Exploring Impulse Buying in Live Stream Shopping: A Balanced Framework.
Ming, Gao.

Exploring Impulse Buying in Live Stream Shopping: A Balanced Framework. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 122 p.

Source: Dissertations Abstracts International, Volume: 85-04, Section: A.

Thesis (Ph.D.)--University of Macau, 2023.

This item must not be sold to any third party vendors.

This research investigates the impacts of consumers' positive affect on impulse buying in the context of live streaming commerce (LSC) by drawing upon the "Hot" versus "Cool" System in practice. An "Attraction-Emotion-Impulsiveness" research model was developed to study the impacts of three antecedents (broadcaster attractiveness, price discount and interpersonal similarity) on positive affect and the influences of positive affect on impulsive purchase (state self-control and urge to buy impulsively).A questionnaire survey and an experiment were conducted to test the model. In Study 1, snowball sampling was used to collect the survey data. Regression analyses with 1224 live stream shoppers in China were conducted to test the hypotheses. Study 2 employed a 2 (low vs high) positive affect * 2 (low vs. high) consumer self-monitoring experiment to test the moderation effects of self-monitoring in the model.{A0}The results revealed that in the context of live stream shopping, the antecedents (broadcaster attractiveness, price discount and interpersonal similarity) are all positively associated with consumers' positive affect, and positive affect mediates the effects of these three antecedents on state self-control and urge to buy impulsively. In addition, I have found that consumer self-monitoring moderates the links between positive affect and impulsive purchase. Specifically, for LSC consumers with low self-monitoring level, the elevation of positive affect would significantly increase their urge to buy impulsively and decrease their state self-control. Instead, consumers with high level of self-monitoring showed the opposite responses to the elevated emotions.The findings of interpersonal similarity suggest that hobbies-based, interests-based, or industry-based, small and medium-sized grass-root broadcasters might be more cost-effective than top-level broadcasters because they share more similarities with their fans which may lead to more impulsive purchase. The moderation effects of self-monitoring suggest that in order to maximize the effects of positive emotions on impulsive purchase, LSC sellers or broadcasters should adopt different strategies to deal with different types of consumers. The "aggressive" strategy of elevating emotions is recommended for low self-monitoring consumers whereas the "defensive" strategy of generating cognitive environment is recommended for high self-monitoring consumers. On the other hand, to avoid unnecessary impulsive purchases, I suggest that LSC platforms set up the cooling-down mechanism for the low self-monitoring consumers in order to let them calm down before placing the orders, so that their impulsiveness might be lowered by the decreased emotional status.{A0}The work has offered a comprehensive framework for impulsive purchase behaviour in LSC context by innovatively introducing state self-control and consumer self-monitoring into the research. It could also enrich the self-monitoring literature by identifying the interactive effects of consumer self-monitoring and positive affect on impulse buying. And my research may act as a supplement to construal level theory by showing that elevated emotions prohibit self-control and stimulate impulsiveness in LSC context. To the best of my knowledge, this study is the first one in the field of live stream shopping to apply state self-control, self-monitoring and interpersonal similarity to examine impulse buying.

ISBN: 9798380413145Subjects--Topical Terms:

590562
Multimedia communications.
Subjects--Index Terms:

Consumer self-monitoring

Exploring Impulse Buying in Live Stream Shopping: A Balanced Framework.
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