Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception.

ABSTRACT: This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S-O-R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with

SUBMITTER: Feng Z 

PROVIDER: S-EPMC10979273 | biostudies-literature | 2024 Apr

REPOSITORIES: biostudies-literature