Advances in Economics, Management and Political Sciences

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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

Junyan Li * 1
1 University of Leeds LS2 9JT, Leeds, United Kingdom

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 73, 202-222
Published 05 March 2024. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Junyan Li. Research on the Influence Mechanism of Social Presence on Consumers’ Impulse Buying Behavior in Livestream Shopping:ELM Model Perspective. AEMPS (2024) Vol. 73: 202-222. DOI: 10.54254/2754-1169/73/20231732.

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

References

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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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated