Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context
This study examines how the consumers’ perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the livestream shopping context by drawing the stimulus-organism-response (S-O-R) paradigm. Moreover, the author views interpersonal influence as a moderator and tes...
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| Định dạng: | Master's Theses |
| Ngôn ngữ: | English |
| Thông tin xuất bản: |
University of Economics Ho Chi Minh City
2023
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| Truy cập trực tuyến: | https://opac.ueh.edu.vn/record=b1034777~S1 https://digital.lib.ueh.edu.vn/handle/UEH/66943 |
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oai:localhost:UEH-669432023-03-21T03:02:14Z Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context Nguyen Thi Cam Chau Dr. Cao Quoc Viet Livestream commerce Impulse buying behavior Consumer perceived value Interpersonal influence This study examines how the consumers’ perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the livestream shopping context by drawing the stimulus-organism-response (S-O-R) paradigm. Moreover, the author views interpersonal influence as a moderator and tests its impact on the correlation between the consumers’ perceived value and their IBB. Data were collected through a survey in Ho Chi Minh City (n = 276). The results show that environmental stimuli (portability, visual appeal, streamer characteristic) significantly influence consumer perceived values (perceived utilitarian value and hedonic value), and then consumer perceived values significantly and directly impact their IBB. In addition, the result indicated that interpersonal influence had no significant moderate effect on IBB. The author also presents the paper's discussions, limitations, and implications. The findings provide valuable guidance for livestream commerce retailers to induce consumer IBB. 2023-03-20T07:56:55Z 2023-03-20T07:56:55Z 2022 Master's Theses Barcode: 1000014869 https://opac.ueh.edu.vn/record=b1034777~S1 https://digital.lib.ueh.edu.vn/handle/UEH/66943 English reserved 52 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
| collection |
DSpaceUEH |
| language |
English |
| topic |
Livestream commerce Impulse buying behavior Consumer perceived value Interpersonal influence |
| spellingShingle |
Livestream commerce Impulse buying behavior Consumer perceived value Interpersonal influence Nguyen Thi Cam Chau Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| description |
This study examines how the consumers’ perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the livestream shopping context by drawing the stimulus-organism-response (S-O-R) paradigm. Moreover, the author views interpersonal influence as a moderator and tests its impact on the correlation between the consumers’ perceived value and their IBB. Data were collected through a survey in Ho Chi Minh City (n = 276). The results show that environmental stimuli (portability, visual appeal, streamer characteristic) significantly influence consumer perceived values (perceived utilitarian value and hedonic value), and then consumer perceived values significantly and directly impact their IBB. In addition, the result indicated that interpersonal influence had no significant moderate effect on IBB. The author also presents the paper's discussions, limitations, and implications. The findings provide valuable guidance for livestream commerce retailers to induce consumer IBB. |
| author2 |
Dr. Cao Quoc Viet |
| author_facet |
Dr. Cao Quoc Viet Nguyen Thi Cam Chau |
| format |
Master's Theses |
| author |
Nguyen Thi Cam Chau |
| author_sort |
Nguyen Thi Cam Chau |
| title |
Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| title_short |
Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| title_full |
Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| title_fullStr |
Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| title_full_unstemmed |
Investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| title_sort |
investigate consumers’ impulsive buying behavior: a study on the livestream shopping context |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2023 |
| url |
https://opac.ueh.edu.vn/record=b1034777~S1 https://digital.lib.ueh.edu.vn/handle/UEH/66943 |
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AT nguyenthicamchau investigateconsumersimpulsivebuyingbehaviorastudyonthelivestreamshoppingcontext |
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