Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F25%3AN0000020" target="_blank" >RIV/04130081:_____/25:N0000020 - isvavai.cz</a>

Alternative codes found

RIV/60461373:22810/25:43932594

Result on the web

<a href="https://www.emerald.com/imr/article-abstract/42/6/1110/1275914/Understanding-consumer-impulse-buying-in-live?redirectedFrom=fulltext" target="_blank" >https://www.emerald.com/imr/article-abstract/42/6/1110/1275914/Understanding-consumer-impulse-buying-in-live?redirectedFrom=fulltext</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/IMR-09-2024-0321" target="_blank" >10.1108/IMR-09-2024-0321</a>

Result language

angličtina

Original language name

Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives

Original language description

Purpose This study aims to investigate the effectiveness of streamers’ communication styles for e-commerce platforms and the role of consumer language literacy and mediated interaction in enhancing impulsive buying behavior in international marketing via social media e-commerce platforms. Design/methodology/approach This study employs four experimental scenarios to examine the influence of streamer communication styles on impulse buying behavior across different e-commerce platforms. This study was conducted with Chinese beauty brands targeting customers via TikTok Shop to promote their brands internationally. Data were collected through online surveys conducted after each experimental live-streaming session. Data analysis was conducted using CB-SEM. Findings The results indicate that task-oriented streamer communication on traditional e-commerce platforms significantly influences consumer impulse buying behavior, directly and indirectly, via mediated interaction when beauty brands do international marketing via social media e-commerce platforms. Meanwhile, social-oriented streamer communication significantly affects impulse buying behavior on such platforms. Consumer language literacy moderates the relationship between streamer communication style, e-commerce platform type and mediated interaction. Practical implications This study provides valuable insights for marketing managers aiming for international marketing to leverage live streaming marketing activities. It offers live streamers and e-retailers guidance on enhancing customer impulsive buying behavior. Originality/value Although prior research has looked at streamer communication styles and customer engagement in impulsive buying behavior, the influence of consumers’ language literacy, particularly in a second language, as a moderating factor and the role of mediating interaction as a mediator in the context of international marketing of the beauty sector is still unexplored. This study explicitly fills the gap in the global marketing environment of the beauty sector by examining the vital role of consumers’ language literacy and mediated interaction in impulsive buying behavior. It enriches the expanding body of studies on live-streaming e-commerce. From the methodological perspective, this study employed a novel experimental design to address the gap by examining how consumer language literacy moderates between streamer communication styles and impulse buying behavior while mediated interaction boosts the relationship as a mediator.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

International Marketing Review

ISSN

0265-1335

e-ISSN

1758-6763

Volume of the periodical

42

Issue of the periodical within the volume

6

Country of publishing house

GB - UNITED KINGDOM

Number of pages

36

Pages from-to

1110-1145

UT code for WoS article

001556529900001

EID of the result in the Scopus database

2-s2.0-105014804846