Effect of Atmospherics on Impulse Purchases in Live Streaming: Based on Structural Equation Model

Liping Yan, Ming Xue

2022

Abstract

With the emergence and development of e-commerce live streaming, academia has begun to pay attention to the factors affecting customer behavioral intention. This study aims to refine the subcategories of physical and social atmospheric elements in the e-commerce live-streaming setting and investigate how the physical atmosphere and streamer- and viewer-based stimuli induce customers’ perceived arousal and credibility, which increases their impulse purchases. The study surveyed 509 Taobao Live users in China to test our hypotheses. Structural equation modeling was employed using AMOS 20.0 and the overall fit of the structural model was highly acceptable. The results of the structural equation modeling indicated that customers’ perceived arousal is positively affected by visual appeal, other viewers’ engagement behaviors and streamer’ s affective delivery. Customers’ perceived credibility is positively affected by the streamer providing elaborate information. Customers’ perceived arousal and perceived credibility positively affect their impulse purchase behavior.

Paper Citation

in Harvard Style

Yan L. and Xue M. (2022). Effect of Atmospherics on Impulse Purchases in Live Streaming: Based on Structural Equation Model. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 31-36. DOI: 10.5220/0011720400003607

in Bibtex Style

@conference{icpdi22,
author={Liping Yan and Ming Xue},
title={Effect of Atmospherics on Impulse Purchases in Live Streaming: Based on Structural Equation Model},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={31-36},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011720400003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - Effect of Atmospherics on Impulse Purchases in Live Streaming: Based on Structural Equation Model
SN - 978-989-758-620-0
AU - Yan L.
AU - Xue M.
PY - 2022
SP - 31
EP - 36
DO - 10.5220/0011720400003607
PB - SciTePress