Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior

Li, L; Kang, K

Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior

Li, L

Kang, K

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Publisher:: Anser Press Pte. Ltd.
Publication Type:: Journal Article
Citation:: Journal of Economic Analysis, 3, (2), pp. 121-133

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Field	Value	Language
dc.contributor.author	Li, L https://orcid.org/0000-0002-7345-9782
dc.contributor.author	Kang, K
dc.date.accessioned	2023-08-20T04:17:59Z
dc.date.available	2023-08-20T04:17:59Z
dc.identifier.citation	Journal of Economic Analysis, 3, (2), pp. 121-133
dc.identifier.issn	2811-0943
dc.identifier.uri	http://hdl.handle.net/10453/171807
dc.description.abstract	<jats:p>The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.</jats:p>
dc.language	en
dc.publisher	Anser Press Pte. Ltd.
dc.relation.ispartof	Journal of Economic Analysis
dc.relation.isbasedon	10.58567/jea03020008
dc.rights	info:eu-repo/semantics/openAccess
dc.title	Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior
dc.type	Journal Article
utslib.citation.volume	3
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
utslib.copyright.status	open_access	*
dc.date.updated	2023-08-20T04:17:57Z
pubs.issue	2
pubs.publication-status	Published online
pubs.volume	3
utslib.citation.issue	2

Abstract:

The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.

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http://hdl.handle.net/10453/171807