Impulsive buying behaviour in live-streaming commerce: an application of S-O-R theory
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F25%3A50022316" target="_blank" >RIV/62690094:18450/25:50022316 - isvavai.cz</a>
Výsledek na webu
<a href="https://www.tandfonline.com/doi/full/10.1080/23311886.2025.2474861" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/23311886.2025.2474861</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/23311886.2025.2474861" target="_blank" >10.1080/23311886.2025.2474861</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Impulsive buying behaviour in live-streaming commerce: an application of S-O-R theory
Popis výsledku v původním jazyce
The live-streaming commerce is a new chapter in sales that offers brands and retailers enormous scope for creating value. This approach is reshaping how businesses connect with their audiences by opening up exciting possibilities for growth and engagement. Thus, this study aims to investigate: (1) the effects of information quality, the social presence of live-streaming platforms and financial bonds on the customers' flow state, and (2) the effect of flow state on impulsive buying behaviour of customers to adopt live-streaming commerce in Malaysia. An online survey is conducted among Malaysian customers with experience in live-streaming shopping, which yielded 203 usable responses. Findings reveal that information quality and the social presence of live-streaming platforms significantly affect the flow state, which in turn significantly stimulates customers' impulsive buying behaviour. Conversely, financial bonds do not significantly affect Malaysian customers' flow state in live-streaming commerce. Given that both s-commerce and e-commerce are different in terms of social aspects, future research should study both platforms separately with a more comprehensive range of variables. This provides live streamers and retailers insights on how to evoke Malaysian customers' online buying behaviour.
Název v anglickém jazyce
Impulsive buying behaviour in live-streaming commerce: an application of S-O-R theory
Popis výsledku anglicky
The live-streaming commerce is a new chapter in sales that offers brands and retailers enormous scope for creating value. This approach is reshaping how businesses connect with their audiences by opening up exciting possibilities for growth and engagement. Thus, this study aims to investigate: (1) the effects of information quality, the social presence of live-streaming platforms and financial bonds on the customers' flow state, and (2) the effect of flow state on impulsive buying behaviour of customers to adopt live-streaming commerce in Malaysia. An online survey is conducted among Malaysian customers with experience in live-streaming shopping, which yielded 203 usable responses. Findings reveal that information quality and the social presence of live-streaming platforms significantly affect the flow state, which in turn significantly stimulates customers' impulsive buying behaviour. Conversely, financial bonds do not significantly affect Malaysian customers' flow state in live-streaming commerce. Given that both s-commerce and e-commerce are different in terms of social aspects, future research should study both platforms separately with a more comprehensive range of variables. This provides live streamers and retailers insights on how to evoke Malaysian customers' online buying behaviour.
Klasifikace
Druh
J<sub>imp</sub> - Článek v periodiku v databázi Web of Science
CEP obor
—
OECD FORD obor
50403 - Social topics (Women´s and gender studies; Social issues; Family studies; Social work)
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2025
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Cogent Social Sciences
ISSN
2331-1886
e-ISSN
—
Svazek periodika
11
Číslo periodika v rámci svazku
1
Stát vydavatele periodika
NO - Norské království
Počet stran výsledku
20
Strana od-do
"Article Number: 2474861"
Kód UT WoS článku
001442092900001
EID výsledku v databázi Scopus
2-s2.0-105000771819