Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
Pei-San Loa, Yogesh Kumar Dwivedib c✉, Garry Wei‐Han Tana d e, Keng‐Boon Ooia d e f, Eugene Cheng‐Xi Awa, Bhimaraya A. Metrig
- aUCSI Graduate Business School, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000, Cheras, Kuala Lumpur, Malaysia
- bEmerging Markets Research Centre (EMaRC), School of Management, Room #323 Swansea University, Bay Campus, Fabian Bay, Swansea SA1 8EN, Wales, UK
- cSymbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, India
- dSchool of Finance and Economics, Nanchang Institute of Technology, Nan Chang City, Jiang Xi Province, People’s Republic of China
- eSchool of Finance and Economics, Nanchang Institute of Technology, Nan Chang City, Jiang Xi Province, People's Republic of China
- fCollege of Management, Chang Jung Christian University, Tainan City, Guiren District, Taiwan
- gIndian Institute of Management Nagpur, India
- ✉Corresponding author
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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 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.