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The Influence of Marketing Stimuli and Contextual Factors on Consumers’ Intention to Make Impulse Purchases in Live E-Commerce

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E-Business. Digital Empowerment for an Intelligent Future (WHICEB 2023)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 480))

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Abstract

Impulse purchase is a prevalent consumer behaviour, and consumers’ willingness to consume on impulse is even stronger in live e-commerce context. Based on the S-O-R model, the study explores the mechanism of the factors influencing consumer’s impulse purchase intention in live e-commerce from five dimensions: price discounts and time limits of marketing stimuli, interaction, opinion leaders, atmospheric cues of contextual factors. Meanwhile, a structural equation model is constructed in combination with flow theory. Data were collected through questionnaires, and SPSS 22.0 and AMOS 21.0 were used to analyse the data of sample. It shows that price discounts, time limits, interaction, opinion leaders and atmospheric cues all positively associate with impulse purchase intentions, with the flow experience playing a mediating role in this process. The results suggest that platforms can design engaging atmospheric cues; operators can innovate live-streaming gameplay and optimise incentives; and consumers should spend rationally according to their actual needs. The study contributes to an understanding of S-O-R theory application in live e-commerce context, and enriches the research on the antecedent variables of impulsive purchase intention and its formation mechanism.

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Author information

Authors and Affiliations

  1. Wuhan University of Technology, Wuhan, 430070, China

    Yi Chen & Wenwen Yue

Authors
  1. Yi Chen
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  2. Wenwen Yue
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Corresponding author

Correspondence to Wenwen Yue .

Editor information

Editors and Affiliations

  1. University of Calgary, Calgary, AB, Canada

    Yiliu Tu

  2. China University of Geosciences, Wuhan, China

    Maomao Chi

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Chen, Y., Yue, W. (2023). The Influence of Marketing Stimuli and Contextual Factors on Consumers’ Intention to Make Impulse Purchases in Live E-Commerce. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 480. Springer, Cham. https://doi.org/10.1007/978-3-031-32299-0_12

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  • DOI: https://doi.org/10.1007/978-3-031-32299-0_12

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-32298-3

  • Online ISBN: 978-3-031-32299-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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