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. 2022 Jun 28:13:870635.
doi: 10.3389/fpsyg.2022.870635. eCollection 2022.

The Formation Mechanism of Impulse Buying in Short Video Scenario: Perspectives From Presence and Customer Inspiration

Peng Gao  1 , Yuanyuan Zeng  1 , Yu Cheng  2
Affiliations

The Formation Mechanism of Impulse Buying in Short Video Scenario: Perspectives From Presence and Customer Inspiration

Peng Gao et al. Front Psychol. .

Abstract

It has been found in many cases that consumers are prone to exhibit impulsive buying behavior that is manifested as being immediate, emotional, and irresponsible especially under short video scenario. Supported by the customer inspiration theory, this study explores the psychological mechanism underlying impulse purchase in short videos that differentiates the traditional web shopping by the strong sense of presence in short video marketing. On the basis of a questionnaire survey and three laboratory experiments, this study examines the relationship among presence, customer inspiration, and impulse purchase intention. The empirical results point to the fact that social presence, co-presence, and physical presence have significant positive effects on impulse purchase intention, and customer inspiration mediates the effect of social presence, physical presence, and co-presence on impulse purchase intention. Furthermore, it is indicated that social and co-presence have stronger influences on impulse purchase intention than physical presence, thus proving a stronger effect of social factors on impulse purchase intention than physical factors in short video environment. The research results testify the impact of presence on consumer behavior in the upgrading short video marketing and provide valuable reference for marketing strategies to shorten consumers' decision-making time in short video purchase.

Keywords: customer inspiration; impulse purchase; presence; short video; social factors.

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Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict ofinterest.

Figures

Figure 1
Figure 1
Conceptual model.
Figure 2
Figure 2
A1 Screenshot of high social presence.
Figure 3
Figure 3
A2 Screenshot of low social presence.
Figure 4
Figure 4
Impact of social presence on impulse purchase intention.
Figure 5
Figure 5
B1 Screenshot of high co-presence.
Figure 6
Figure 6
B2 Screenshot of low co-presence.
Figure 7
Figure 7
Impact of co-presence on impulse purchase intention.
Figure 8
Figure 8
C1 Screenshot of high physical presence.
Figure 9
Figure 9
C2 Screenshot of low physical presence.
Figure 10
Figure 10
Impact of physical presence on impulse purchase intention.
See this image and copyright information in PMC

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