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Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis

Pei-San Lo, Yogesh Dwivedi Orcid Logo, Garry Wei-Han Tan, Keng-Boon Ooi Orcid Logo, Eugene Cheng-Xi Aw, Bhimaraya Metri

Journal of Business Research, Volume: 147, Pages: 325 - 337

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.jbusres.2022.04.013

Abstract

The power of livestreaming commerce to rake in billions of revenues within hours has thrust this nascent commercial model into the global spotlight; that said, despite the prevalence of impulsive buying in livestreaming commerce, the existing knowledge regarding the phenomenon remains relatively sca...

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Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa59790
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spelling 2022-11-21T16:36:54.7870759 v2 59790 2022-04-11 Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-04-11 BBU The power of livestreaming commerce to rake in billions of revenues within hours has thrust this nascent commercial model into the global spotlight; that said, despite the prevalence of impulsive buying in livestreaming commerce, the existing knowledge regarding the phenomenon remains relatively scarce. This research seeks to unravel the critical determinants that influence consumers’ impulsive buying in livestreaming. Grounded in the Stimulus-Organism-Response paradigm, a framework is proposed to elucidate the underlying mechanism on how parasocial interaction, social contagion, vicarious experience, scarcity persuasion, and price perception translate into impulsive buying urge and behaviour in livestreaming commerce via the cognitive-affective processing system. A self-administered online questionnaire survey was conducted with 295 respondents. The data collected was validated empirically through a multi-analytical hybrid structural equation modelling-artificial neural network (SEM-ANN) technique. The results reveal that parasocial interaction, vicarious experience, scarcity persuasion, and price perception can drive cognitive and affective reactions, which in turn, induce impulsive buying urge, subject to the boundary condition of impulsive buying tendency. In sum, the findings have drawn some insightful theoretical and practical implications that can facilitate the advancement of livestreaming commerce in the modern business arena. Journal Article Journal of Business Research 147 325 337 Elsevier BV 0148-2963 Livestreaming commerce, Impulsive buying, Parasocial interaction, Vicarious experience 1 8 2022 2022-08-01 10.1016/j.jbusres.2022.04.013 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) None 2022-11-21T16:36:54.7870759 2022-04-11T11:27:48.8490238 Faculty of Humanities and Social Sciences School of Management - Business Management Pei-San Lo 1 Yogesh Dwivedi 0000-0002-5547-9990 2 Garry Wei-Han Tan 3 Keng-Boon Ooi 0000-0002-3384-1207 4 Eugene Cheng-Xi Aw 5 Bhimaraya Metri 6 59790__23896__4b7c4380485246f1bb6d04f5412d5a23.pdf 59790.Proof.pdf 2022-04-20T14:14:58.9981277 Output 1642857 application/pdf Version of Record true © 2022 The Author(s). This is an open access article under the CC BY-NC-ND license true eng https://creativecommons.org/licenses/by-nc-nd/4.0/
title Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
spellingShingle Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
Yogesh Dwivedi
title_short Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
title_full Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
title_fullStr Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
title_full_unstemmed Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
title_sort Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Pei-San Lo
Yogesh Dwivedi
Garry Wei-Han Tan
Keng-Boon Ooi
Eugene Cheng-Xi Aw
Bhimaraya Metri
format Journal article
container_title Journal of Business Research
container_volume 147
container_start_page 325
publishDate 2022
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2022.04.013
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description The power of livestreaming commerce to rake in billions of revenues within hours has thrust this nascent commercial model into the global spotlight; that said, despite the prevalence of impulsive buying in livestreaming commerce, the existing knowledge regarding the phenomenon remains relatively scarce. This research seeks to unravel the critical determinants that influence consumers’ impulsive buying in livestreaming. Grounded in the Stimulus-Organism-Response paradigm, a framework is proposed to elucidate the underlying mechanism on how parasocial interaction, social contagion, vicarious experience, scarcity persuasion, and price perception translate into impulsive buying urge and behaviour in livestreaming commerce via the cognitive-affective processing system. A self-administered online questionnaire survey was conducted with 295 respondents. The data collected was validated empirically through a multi-analytical hybrid structural equation modelling-artificial neural network (SEM-ANN) technique. The results reveal that parasocial interaction, vicarious experience, scarcity persuasion, and price perception can drive cognitive and affective reactions, which in turn, induce impulsive buying urge, subject to the boundary condition of impulsive buying tendency. In sum, the findings have drawn some insightful theoretical and practical implications that can facilitate the advancement of livestreaming commerce in the modern business arena.
published_date 2022-08-01T04:17:21Z
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score 10.998002

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