The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Xiaoxiao Gong, Zuoliang Ye, Kuo Liu and Na Wu
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Xiaoxiao Gong: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
Zuoliang Ye: School of International Business, Southwestern University of Finance and Economics, Chengdu 611130, China
Kuo Liu: School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
Na Wu: School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China

Sustainability, 2020, vol. 12, issue 6, 1-16

Abstract: The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers’ self-efficacy.

Keywords: exterior design; impulse buying; self-efficacy; psychological ownership; live platform (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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