Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Why Do We Make Impulse Purchases in Live-streaming E-commerce?

  • Received : 2024.02.29
  • Accepted : 2024.03.24
  • Published : 2024.03.31
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Abstract

Purpose - This study explores the causes behind the high rate of impulse purchases in live streaming e-commerce. Design/methodology/approach - The research model is empirically validated with survey data collected from 324 respondents in China, using the Partial Least Squares (PLS) methodology. Findings - We found that the interactivity and visibility of live streaming are key in creating para-social relationships and perceived presence, leading to customers' impulse purchases. Research implications or Originality - This study deepens the understanding of consumers' impulse purchases in live-streaming e-commerce, revealing that para-social relationships and perceived presence developed through real-time interactions can increase impulse buying. It also highlights the differences between relationship-oriented and task-oriented interactions in fostering customers' perceived presence and para-social relationships in live streaming.

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