Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2022 Jul 7:13:918196.
doi: 10.3389/fpsyg.2022.918196. eCollection 2022.

The Influence Mechanism of Interaction Quality in Live Streaming Shopping on Consumers' Impulsive Purchase Intention

Guangming Li  1 , Yue Jiang  1 , Liting Chang  1
Affiliations

The Influence Mechanism of Interaction Quality in Live Streaming Shopping on Consumers' Impulsive Purchase Intention

Guangming Li et al. Front Psychol. .

Abstract

As an emerging mode of online shopping, live streaming shopping has the characteristics of high interactivity. Live streaming shopping has achieved many positive results, but it leads to the phenomenon of consumers' impulsive purchase. To analyze the reasons for impulsive purchase intention, we can make up for the lack of attention paid to this issue. Therefore, this study explores the influence mechanism of interaction quality between anchors and consumers on consumers' emotion and impulsive purchase intention from the perspective of interaction quality combined with cognitive evaluation theory. A total 407 samples were collected by a questionnaire survey to test the research model. The results showed that: interaction quality (responsiveness, professionalism, informativeness, and personalization) had a significantly positive impact on consumers' emotion; consumers' emotion played a mediating role between interaction quality and impulsive purchase intention; consumers' extroverted personality significantly negatively moderated the relationship between professionalism, informativeness and consumers' emotion. This study can provide theoretical basis and reference for enterprises and anchors to carry out marketing activities and consumers' rational consumption.

Keywords: emotion; extroverted personality; impulsive purchase intention; interaction quality; live streaming shopping.

PubMed Disclaimer

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 of interest.

Figures

FIGURE 1
FIGURE 1
Interaction quality.
See this image and copyright information in PMC

Similar articles

See all similar articles

Cited by

References

    1. Bagozzi R. P., Gopinath M., Nyer P. U. (1999). The role of emotions in marketing. J. Acad. Mark. Sci. 27 184–206. 10.1177/0092070399272005 - DOI
    1. Barrick M. R., Mount M. K. (1991). The big five personality dimensions and job performance: a meta-analysis. Pers. Psychol. 44 1–26. 10.1111/j.1744-6570.1991.tb00688.x - DOI
    1. Brady M. K., Cronin J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. J. Mark. 65 34–49. 10.1509/jmkg.65.3.34.18334 - DOI - PubMed
    1. Chan T. K., Cheung C. M., Lee Z. W. (2017). The state of online impulse-buying research: a literature analysis. Inf. Manag. 54 204–217. 10.1016/j.im.2016.06.001 - DOI
    1. Chang Y. P., Zhu D. H., Li R. H. (2012). Study on the mechanism of perceived product innovation on impulsive buying. Sci. Res. Manag. 33 18–26+35. 10.19571/j.cnki.1000-2995.2012.03.003 - DOI