An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness

Lifu Li (), Yafei Feng () and Anqi Zhao ()
Additional contact information
Lifu Li: University of Technology Sydney
Yafei Feng: South China Normal University
Anqi Zhao: Singapore Management University

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 16, 716 pages

Abstract: Abstract With the proliferation of live streaming commerce, there is growing evidence that impulse buying within a live shopping context is occurring. In consideration of the interactive nature of live streaming commerce, this paper proposes an interaction–immersion model to investigate factors affecting impulse buying behaviour. The proposed research model assesses the effects of different kinds of interaction (the person–environment interaction, the para-social interaction with streamers, the para-social interaction with other participants) on interaction immersion, and the subsequent response, i.e., impulse buying behaviour of customers. The proposed model is validated using survey data from 358 users of live shopping. The results show that the three dimensions of interaction have positive and significant effects on customers’ interaction immersion, which can affect impulse buying behaviour positively and significantly. Also, streamer attractiveness can positively moderate the effect of interaction immersion on impulse buying behaviour. These findings highlight the vital role of interaction and immersion in encouraging impulse buying behaviour, which can shed light on the design of a better live shopping platform and marketing strategies of sellers.

Keywords: Live streaming technology; Impulse buying; Interaction immersion; Streamer attractiveness; Para-social interaction; Person–environment interaction (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-023-00225-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:12:y:2024:i:3:d:10.1057_s41270-023-00225-7

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-023-00225-7

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().