Impulse buying in live stream based on the stimulus-organism-response framework

Tang, Kin Leong and Tan, Pei Meng and Tham Yong Jing Alex, (2022) Impulse buying in live stream based on the stimulus-organism-response framework. Jurnal Pengurusan, 66 . pp. 67-79. ISSN 0127-2713


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Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Hence, this research aims to examine the factors which influence Malaysian consumers’ impulse buying in live stream commerce. The Stimulus Organism Response Framework (SOR) is used to assess stimuli (live streamer attractiveness, expertise, scarcity, and promotion) that impact reactions (perceived enjoyment, urge to buy, and arousal) and subsequently influence response behaviour (live stream impulse buying). The total of 385 questionnaires were disseminated during the implementation of MCO 2.0 in 2021. The findings demonstrated that all hypotheses were significant. Perceived enjoyment, arousal, and urge to buy are associated with impulse buying in live stream. This study provides a deeper insight and identifies the key variables that influence live stream impulse buying in Malaysia. The findings would help businesses and marketers to formulate effective marketing strategies and to fill research gaps relating to live stream commerce.

Item Type:Article
Keywords:SOR; Impulse buying; Live stream; Scarcity; Arousal; Urge to buy
Journal:Jurnal Pengurusan
ID Code:21089
Deposited By: Noor Marina Yusof
Deposited On:08 Feb 2023 04:58
Last Modified:09 Feb 2023 05:58

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