Bibliographic Details
| Title: |
How live streaming social commerce influences impulsive buying in China. |
| Authors: |
Wang, Yunyan (AUTHOR), Zhao, Kexin (AUTHOR), Teo, Poh-Chuin (AUTHOR) |
| Source: |
Social Behavior & Personality: an international journal. Jul2026, Vol. 54 Issue 7, p1-11. 11p. |
| Subjects: |
Live streaming, Impulse buying, Electronic commerce, Stimulus & response (Psychology), Chinese people, Consumer behavior |
| Geographic Terms: |
China |
| Abstract: |
Social commerce is increasingly driving global economic growth, but shifting consumer behavior in a competitive environment makes rapid expansion a challenge. This study examined how aspects of live streaming social commerce in China predict impulsive buying within the framework of the stimulus–organism–response (SOR) model. We conducted a survey of 262 active Taobao Live users and found that visibility significantly enhanced immersion and presence, while metavoicing and guidance shopping affected only immersion. Immersion boosted both perceived persuasiveness and impulsive buying, whereas presence influenced only persuasiveness. Perceived persuasiveness also drove impulsive buying. These findings highlight key engagement factors in live e-commerce, offering insights for both scholars and practitioners. [ABSTRACT FROM AUTHOR] |
|
Copyright of Social Behavior & Personality: an international journal is the property of Scientific Journal Publishers Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Database: |
Psychology and Behavioral Sciences Collection |
