Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis

• DOI: 10.1016/j.jbusres.2022.04.013
• Publication Date: 2022-04-20T03:00:25Z
• Authors: Pei-San Lo; Yogesh K. Dwivedi; Garry Wei-Han Tan; Keng-Boon Ooi; Eugene Cheng-Xi Aw; Bhimaraya Metri
• Keywords: Scarcity

The power of livestreaming commerce to rake in billions revenues within hours has thrust this nascent commercial model into the global spotlight; that said, despite prevalence impulsive buying commerce, existing knowledge regarding phenomenon remains relatively scarce. This research seeks unravel critical determinants influence consumers' livestreaming. Grounded Stimulus-Organism-Response paradigm, a framework is proposed elucidate underlying mechanism on how parasocial interaction, social contagion, vicarious experience, scarcity persuasion, and price perception translate urge behaviour via cognitive-affective processing system. A self-administered online questionnaire survey was conducted with 295 respondents. data collected validated empirically through multi-analytical hybrid structural equation modelling-artificial neural network (SEM-ANN) technique. results reveal can drive cognitive affective reactions, which turn, induce urge, subject boundary condition tendency. In sum, findings have drawn some insightful theoretical practical implications facilitate advancement modern business arena.