Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 73 , 05 March 2024
Open
Access | Article
Research on the Influence Mechanism of Social Presence on Consumers’ Impulse Buying Behavior in Livestream Shopping：ELM Model Perspective
* Author to whom correspondence should be addressed.
Abstract
The immersive atmosphere created by livestream shopping enhances consumers' sense of immersion and immediacy. However, the high interactivity in livestream studios can lead to impulsive buying issues. This study identifies three core characteristics of social presence (visual attractiveness, immediate interactivity, clue multiplicity), flow experience (perceived pleasure, perceived arousal), and perceived trust as mediating variables, with impulsive buying behavior as the dependent variable. The model is constructed based on the Elaboration Likelihood Model (ELM) theory. Data analysis is conducted using SPSS 26.0 and AMOS 26.0. Results indicate that both visual attractiveness and immediate interactivity significantly influence consumers' flow experience and impulsive buying behavior, with flow experience mediating the relationship. Clue multiplicity significantly impacts consumers' perceived trust and impulsive buying behavior, with perceived trust acting as a mediator.
Keywords
Social Presence, Flow Experience, ELM Model, Impulsive Buying Behavior
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-319-7
- ISBN (Online)
- 978-1-83558-320-3
- Published Date
- 05 March 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/73/20231732
- Copyright
- 05 March 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited