Live streaming commerce: a compulsive buying perspective
ISSN: 0025-1747
Article publication date: 22 August 2023
Issue publication date: 7 November 2023
Abstract
Purpose
Live streaming commerce becomes increasingly popular, and some special shopping behaviors existing in traditional e-commerce also emerge in this new context. The current research mainly focuses on determinants of compulsive buying in live streaming commerce by taking fear of missing out (FOMO) and social influence into account.
Design/methodology/approach
Using the data collected from 242 experienced consumers in live streaming commerce, the proposed model was empirically assessed by partial least squares based structural equation model.
Findings
The results show that both informational and normative social influences have positive effects on FOMO, which in turn exert an influence on compulsive buying. In addition, informational social influence also directly and positively affects compulsive buying.
Originality/value
This study provides a deeper understanding of FOMO and social influence in the process of compulsive buying. It offers a new avenue to analyze the mechanism regarding why compulsive buying occurs in live streaming commerce.
Keywords
Acknowledgements
This study is funded by the National Social Science Fund of China (Grant No.19CGL067).
Citation
Sun, Y. and Bao, Z. (2023), "Live streaming commerce: a compulsive buying perspective", Management Decision, Vol. 61 No. 11, pp. 3278-3294. https://doi.org/10.1108/MD-10-2022-1461
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited