Luo, Xi * and Cheah, Jun-Hwa and Lim, Xin-Jean and Ramayah, T * and Dwivedi, Yogesh K. (2023) Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory. Internet Research. ISSN 1066-2243
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Purpose The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impulsive purchase in the live-streaming commerce context. Design/methodology/approach An online survey was designed and distributed to the target respondents in China using purposive sampling. A total of 735 valid responses were analyzed with partial least square structural equation modeling (PLS-SEM). Findings Both streamer-centered signals, i.e. streamer credibility and streamer interaction quality, were discovered to significantly influence product-centered signal, i.e. product information quality. Additionally, streamer interaction quality was found to have a significant impact on streamer credibility. Furthermore, it was observed that customer engagement played a significant mediating role in the relationship between product information quality and impulsive buying tendency. Moreover, the paths between product information quality and customer engagement, as well as the connection between engagement and impulsive buying tendency, were found to be moderated by guanxi orientation. Originality/value Despite the prevalence of impulsive purchases in live-streaming commerce, few studies have empirically investigated the impact of streamer and product signals on influencing customers’ impulsive purchase decisions. Consequently, to the best of our knowledge, this study distinguishes itself by offering empirical insights into how streamers use reciprocating relationship mechanisms to communicate signals that facilitate impulsive purchase decisions.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | live-streaming commerce; signaling theory; social exchange theory; customer engagement; impulsive buying tendency; PLS-SEM; |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Others > Non Sunway Academics Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing] |
| Depositing User: | Ms Yong Yee Chan |
| Related URLs: | |
| Date Deposited: | 03 Sep 2024 00:12 |
| Last Modified: | 03 Sep 2024 00:12 |
| URI: | http://eprints.sunway.edu.my/id/eprint/3151 |
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