Factor affects livestream impulsive buying: the perspective of latent state-trait theory

Abstract

Drawing upon the Latent state- traits theory, this study investigates contextual and environmental stimuli effects [Information quality (IQ), Streamer attractiveness (SA), and Social interactions (SI)] from a live streaming commerce context on viewer’s cognitive and emotional states [Utilitarian value (UV), Hedonic value (HV), and Cognitive assimilation (CA)]. Simultaneously, this study views impulsiveness as an individual’s trait as a moderator and tests its impact on the correlation between the consumers’ perceived value and their Urge to buy impulsively (UBI). Based on 233 valid survey data, results show that 1) Information quality and Streamer attractiveness have no significant impact on Cognitive assimilation. Meanwhile, Social interaction positively affects Cognitive assimilation. Utilitarian value is influenced by Information quality and Cognitive assimilation. Hedonic value is influenced by Streamer attractiveness and social interactions. 2) Additionally, the result indicated that impulsiveness had no significant moderate effect on the relationship between Hedonic Value, Utilitarian value, and Cognitive assimilation on customers' Urge to buy impulsively. And 3) Hedonic Value does not increase the customer's UBI as expected. In contrast, Utilitarian value and Cognitive assimilation have a positive association with UBI. These findings provide insights into how live-streaming states influence consumers’ UBI, adding knowledge of consumer behavior in a live-streaming commerce context for retailers and managers.