From screen to cart: how influencers drive impulsive buying in livestreaming commerce? - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Journal of Research in Interactive Marketing Année : 2023

From screen to cart: how influencers drive impulsive buying in livestreaming commerce?

X. Ma
  • Fonction : Auteur
E. C.-X. Aw
  • Fonction : Auteur
R. Filieri

Résumé

Purpose The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce. Design/methodology/approach A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA). Findings The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying. Originality/value These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.
Fichier non déposé

Dates et versions

hal-04478936 , version 1 (27-02-2024)

Identifiants

Citer

X. Ma, E. C.-X. Aw, R. Filieri. From screen to cart: how influencers drive impulsive buying in livestreaming commerce?. Journal of Research in Interactive Marketing, 2023, ⟨10.1108/JRIM-05-2023-0142⟩. ⟨hal-04478936⟩

Collections

AUDENCIA UNAM
22 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More