From screen to cart: how influencers drive impulsive buying in livestreaming commerce?
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 19 December 2023
Abstract
Purpose
The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.
Design/methodology/approach
A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).
Findings
The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.
Originality/value
These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.
Keywords
Citation
Ma, X., Aw, E.C.-X. and Filieri, R. (2023), "From screen to cart: how influencers drive impulsive buying in livestreaming commerce?", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-05-2023-0142
Publisher
:Emerald Publishing Limited
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