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The Impact of E-commerce Live StreamingServicescape on Consumers’ Impulsive Purchase Intention |
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| รหัสดีโอไอ | |
| Creator | Zhou Hui |
| Title | The Impact of E-commerce Live StreamingServicescape on Consumers’ Impulsive Purchase Intention |
| Contributor | Siriporn Satchanan, Supattra Chantanasiri, Ariya Phuvakeereevivat |
| Publisher | Luangporyai Association |
| Publication Year | 2566 |
| Journal Title | International Journal of Multidisciplinary in Management and Tourism |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 179-192 |
| Keyword | E-commerce Live Streaming, Servicescape, S-O-R model, Flow experience, Impulse purchase intention |
| URL Website | https://so03.tci-thaijo.org/index.php/ijmmt |
| Website title | https://so03.tci-thaijo.org/index.php/ijmmt |
| ISSN | 2730-3306 |
| Abstract | This article aimed 1) to study the impact of e-commerce live streaming servicescape and flow experience effect on consumers' impulse purchase intention, 2) to establish a model of the impact of e-commerce live streaming servicescape on consumers' impulsive purchase intention, and 3) to put forward more targeted and effective e-commerce live streaming marketing suggestions for e-commerce enterprises, consumers, and live-streamers. This paper adopts quantitative and qualitative research methods. In quantitative research, the sample consisted of 402 users with live e-commerce viewing experience or shopping experiences. They were selected by a straightforward method. In qualitative research, the main interviewees are:Two college students, two precious mothers, two e-commerce live-streaming company employees, two department directors of e-commerce live-streaming companies, and two ordinary employees in other industries. There were two types of instruments for collecting data: questionnaires for quantitative research and in-depth interviews for qualitative research. Analysis of data by descriptive statistics and content analysis. The research results were found as follows:1. Social clues include live-streamer credibility, interaction, and professionalism. It will positively and significantly affect consumers' impulsive purchase intentions. Physical clues, including atmosphere and design clues, will positively affect consumers' impulsive purchase intentions.2. Based on the S-O-R model, the servicescape's social and physical cues are taken as independent variables and flow experience is introduced as the intermediary variable. The model, with consumers' impulsive purchase intention as the dependent variable, is constructed and tested.3. For marketing countermeasures to enhance consumers' impulsive purchase intention in e-commerce live broadcasting, targeted countermeasures and suggestions are proposed based on e-commerce live broadcasting platforms, e-commerce live broadcasting enterprises, e-commerce live broadcasting live-streamers, and consumers who watch e-commerce live broadcasting. |
