The empowering drivers of impulse purchases by customers in live commerce's hungry marketing mode

Abstract

Live commerce is gradually becoming popular on e-commerce platforms. The sustainability of e-commerce is specifically linked to consumer impulse shopping behavior. Compared with the traditional e-commerce mode, live commerce creates sudden consumption behavior, boosting purchasing power by widely taking advantage of hunger marketing, which is focusing on strong emotions and desire to buy. Here, based on SOR theory, we conduct research on external stimuli (anchor characteristics, online comments, logistics service quality, promotion information incentive, and promotional time limit) and personal perception (perceived trust and perceived value) affects consumers' impulse buying behavior. Next, quantitative research data was collected online from 441 respondents, using Smart PLS software to analyze the PLSSEM model. The results show that extrinsic stimulus variables (except for the promotional time limit variable) have significant positive effects on impulse buying behavior through partial or total positive effects on intrinsic mechanisms. The theoretical contribution and the practical contribution are discussed.