Chapter 1 Introduction
1.1 Research background
Due to the arrival of 5G technology and the progress of big data, webcasting platforms have become an important medium in China’s online interaction landscape. These platforms provide interactive and dynamic experiences that closely resemble real-time web content. This setting has given rise to a new paradigm in business: live-streaming commerce. By combining live video feeds with e-commerce, this approach deviates from conventional commerce techniques (Lin, 2019, p.202). Via product-related videos, consumers are engaged, which affects their purchase decisions and speeds up transactions. This novel strategy improves purchasing results by simplifying the decision-making and consuming processes. Online shopping has become increasingly popular in China, with “Oriental Selection” leading the way. The platform is excellent at creating instantaneous interactions between hosts and customers, frequently resulting in impulsive purchases and showcasing products in realistic settings.
Both traditional retail and consumer behavior have researched the issue of impulse purchases in great detail. It was a novel idea when it first entered the e-commerce scene. In this field, research is still in its infancy. As a new kind of retail, e-commerce live streaming combines the advantages of physical products with online shopping (Zhai et al., 2019, p.38). This includes instantaneous purchasing ease, hosts’ persuasive sales techniques, and immersive visual consuming experiences. These elements increase the likelihood that customers will make impulsive purchases. E-commerce live broadcasting has several essential components that encourage the emergence of impulsive buying habits and have a significant impact on customer behavior.
In light of this context, it is clear that there is still much to learn about the relationship between impulsive buying behavior and live-streaming e-commerce. There is a great chance to learn more about the elements that influence consumers’ impulsive buying habits, especially in the unique setting of the “Oriental Selection” live broadcast room. This research aims to examine and ascertain these impacting elements while considering the distinct features of live streaming for e-commerce (Zandi et al., 2021, p.16). Personalized content and targeted marketing play a crucial role in this phenomenon. The chance of impulsive purchases is rising as live-streaming platforms use more advanced algorithms to customize the purchasing experience for each user. This customization and the ease of one-click ordering and smooth payment procedures foster a culture that encourages impulsive buying.
This study will investigate how customization, real-time engagement, host influence, and the immersive quality of the platform interact to shape customer behavior by examining the “Oriental Selection” live broadcast room. The research endeavors to thoroughly comprehend the mechanisms propelling impulsive purchases within the live-streaming commerce scenario by scrutinizing these constituents. The results of this study should provide insightful information about how consumers behave in the digital age, especially in the quickly changing field of live-streaming e-commerce.
1.2 Research Aim
This research study aims to explore the factors that cause Chinese consumers to make impulse purchases in the “Oriental Selection” live broadcast room.
1.3 Research objectives
The research objectives of this study are:
To Identify factors that consumers buy impulsively
To explain the relationship between relevant factors and impulse buying
To provide sound advice for live-streaming businesses.
1.4 Research Rationale
Academic:
Academically significant for several reasons is the research of impulse buying in the context of e-commerce live streaming within the “Oriental Selection” live broadcast room. First, it adds a fresh perspective—the interactive and digital realm of live streaming—to the body of knowledge already available on consumer behavior and impulse purchases. This study attempts to close the knowledge gap in this field by providing fresh perspectives on how the distinctive qualities of live streaming affect user behavior. Developing thorough theories of consumer behavior in the digital age requires an understanding of impulse buying in this new setting.
Second, the conventional concept of impulse buying—which was previously limited to conventional e-commerce settings or physical retail environments—is expanded by this study. Through an analysis of the unique features of live streaming, including tailored content, real-time interaction, and the impact of hosts, this study will offer a more nuanced perspective on the variables influencing impulsive purchases in a live digital environment. This advances scholarly comprehension of the relationship between consumer psychology, marketing strategies, and technology.
Practice:
The practical ramifications of the research findings for organizations and marketers operating in the e-commerce live streaming space are noteworthy. Recognizing the elements that influence impulsive purchases in live broadcast environments such as “Oriental Selection” might assist companies in improving customer interaction and marketing tactics. Given how quickly the digital marketplace is developing and how consumer preferences and habits are ever-changing, this knowledge is very useful. Furthermore, this study can shed light on ethical marketing techniques and consumer protection in the digital sphere. Policymakers and consumer rights organizations may create stronger rules and regulations to safeguard consumers in the digital marketplace and maintain a balance between efficient marketing and consumer welfare by comprehending the mechanisms underlying impulse buying.
Furthermore, this study can shed light on ethical marketing techniques and consumer protection in the digital sphere. Policymakers and consumer rights organizations may create stronger rules and regulations to safeguard consumers in the digital marketplace and maintain a balance between efficient marketing and consumer welfare by comprehending the mechanisms underlying impulse buying.
1.5 Research Questions
The research questions of this study are:
Q1: What are the relevant factors that influence consumers’ impulse purchases?
Q2: How do related factors affect impulse purchases in the live room?
Chapter 2 Literature Review
I – Industry / Sector Overview
The swift growth of e-commerce, especially with the introduction of live streaming, signifies a big change in the way that people make purchases. An overview of the live-streaming commerce market is the goal of this literature review, with a particular emphasis on the Chinese market, as represented by websites such as “Oriental Selection.” This industry overview is based on a thorough review of secondary sources, including industry publications, market studies, and current scholarly journals. A thorough analysis of scholarly databases, business journals, and market research studies was all part of the research process (Hou et al., 2020, p.141). Journals covering marketing, e-commerce, and consumer behavior were important sources, as were studies from market research companies that specialized in online and mobile commerce. Understanding the dynamics of live streaming commerce, the variables influencing consumer behavior—particularly impulsive buying—and the wider ramifications for the retail sector served as the research’s guiding principles.
In China, live streaming commerce—a combination of e-commerce with live video streaming—has become a well-liked retail model. With this concept, customers may communicate with hosts, browse products in real-time, and make purchases right away. Because of its immersive shopping experience and interactive nature, this format has become incredibly popular. With services such as “Oriental Selection,” leading the way, the Chinese live-streaming business has experienced remarkable growth. A study by iiMedia Research estimates that several hundred million people in China were using live streaming in 2023, with a sizable percentage of those users participating in live commerce (Wang, 2020, p.502). The high rate of internet penetration in China, the extensive use of smartphones, and the fusion of social media and e-commerce platforms are all credited with this boom.
This study’s importance stems from its capacity to provide light on a quickly expanding segment of the retail market. Businesses and marketers must comprehend the workings of live-streaming commerce as it is a major shift from conventional retail strategies. In this particular scenario, impulse buying behavior is very interesting since it can provide valuable insights into consumer psychology, decision-making processes, and the influence of technological improvements on purchasing patterns. The growing interest across the globe in emulating the success of Chinese live-streaming businesses in other countries makes this research even more pertinent and topical. The knowledge gathered from this research could help shape policies in a variety of foreign settings.
Numerous studies have been conducted on live-streaming commerce, with an emphasis on marketing tactics, technology, consumer behavior, ethical issues, and the influence on the economy. Research has been done on variables such as influencer role, engagement, and trust. The development of live-streaming commerce has been made possible by developments in AI, big data, and mobile technologies (Wang, 2020, p.502). Real-time promotions, interactive content, and influencer collaborations are examples of marketing methods. The way that live-streaming commerce is changing consumer culture and store environments is one of the larger economic ramifications. Several studies highlight the necessity of ethics and regulations in live live-streaming business.
In summary, the literature analysis shows that live-streaming commerce is a thriving and quickly developing industry, especially in the Chinese market. It offers businesses, marketers, and policymakers new opportunities as well as difficulties. In this context, the study of impulse buying behavior is crucial because it provides insights into contemporary consumer behavior and the nexus between technology and business. By connecting these observations to the more general goals of this dissertation, this review lays the groundwork for a more thorough investigation of impulse purchasing in the “Oriental Selection” live broadcast room.
II – Area of business and management Theory
2.2.1 Website Quality
In the ever-changing environment of e-commerce, webcasting has evolved as a new way of shopping. This model emphasizes considerable contact between merchants and customers via websites. The success of these interactions is heavily influenced by the quality of the websites used. This study investigates the concept of website quality, its components, and their impact on consumer behavior and trust in the context of e-commerce webcasting. Website quality is a multidimensional term that assesses the usability, functionality, and overall efficacy of interactions between users and service providers. Hsu, Chang, and Chen (2012) highlight the significance of these criteria in determining the quality of a website. Morales et al. (2020) broaden this definition by defining website quality as the ability to meet the expectations of both users and owners, emphasizing the simultaneous focus on consumer satisfaction and commercial goals.
A website’s quality is directly related to its design. Usability, dependability, accessibility, and simplicity of use are important components, as mentioned by Janda et al. (2002). These features guarantee that a website is effective and user-friendly, which is necessary to keep visitors interested and to make transactions easier. A website’s aesthetics are also quite important. Creating an appealing user interface, crisp pictures, and crystal-clear video feeds is essential for earning users’ trust (Palmer, 2002). These components enhance the user experience by adding to the website’s appeal and reliability. Furthermore, a website’s structure—which includes effective product classification and navigation—is essential (Park & Kim, 2003). Users can find content and products more quickly on a well-organized website, which improves their overall purchasing experience.
Additionally, websites are used as barometers of product quality. According to Baker et al. (1994), who draw comparisons with physical retail settings, a website’s quality can be a good indicator of the caliber of the goods it sells. Customers frequently use extrinsic signals to determine the quality of a product, such as how a product looks and is presented on a website. As noted by Richardson et al. (1994), these cues are simpler to evaluate than intrinsic product features, particularly for non-product-savvy customers. Detailed descriptions and crisp product photos are essential for live purchasing pages. They influence consumers’ decisions to buy by giving them a clearer knowledge of the features of the products.
In conclusion, a key element in the success of e-commerce webcasting platforms is the quality of the website. It includes everything from design and usability to how items are portrayed. Better websites not only make user interactions easier but also boost customer confidence in the products that are being sold. Understanding and optimizing website quality is still crucial for firms and researchers in the field of business and management as e-commerce develops.
2.2.2 Promotion
One component of marketing strategy that is essential to increasing product visibility and boosting sales is promotion. In the marketing mix, it serves as a catalyst, influencing prospective buyers and giving items a special value proposition for a brief period to promote purchases.
Theoretical Perspectives on Promotion
According to Peattie and Peattie (1994), promotion is a persuasive method in marketing that aims to momentarily enhance a product’s main proposition to motivate customers to take action. This viewpoint emphasizes how promotional actions are time-sensitive and play a strategic role in shaping customer behavior. To elaborate on this idea, George (1998) defines promotion as a direct enticement that provides extra benefits or incentives to different parties involved in the sales process, such as distributors, salespeople, and final customers. Here, facilitating instant sales is the main goal. This concept draws attention to the diverse range of channels and stakeholders that promotions target inside the sales ecosystem.
Practical Applications of Promotion
Practically speaking, promotions take many different shapes, all aimed at instilling in customers a sense of urgency and perceived value. Discounting prices is an easy advertising tactic. It functions on the idea that lower costs engender a sense of concrete advantage, increasing the buyer’s propensity to buy. On the other hand, the lack of a discount may engender a sensation of pecuniary loss, which in turn may influence buying decisions.
Distribution of free samples or product bundling is another technological method of promotion. In this instance, one product is given away for free, and another is sold at a reduced cost. Using an added value to make the bundled offer seem more appealing than buying the products separately, this tactic successfully persuades customers.
The Role of Sales Promotion Incentives
Shimp (2003) highlights the importance of incentives for sales promotion, which are mostly provided by manufacturers to increase sales. To create loyalty programs that reward loyal and devoted customers—including wholesalers and retailers—for their purchases, these incentives are essential. This strategy increases revenue while cultivating a sense of brand loyalty throughout the various sales channel levels.
In summary, promotion is a flexible and dynamic instrument used in business and marketing strategy. Its efficacy stems from its capacity to momentarily improve the value proposition of goods, impacting customer behavior and decision-making. Promotions are a crucial component of the marketing mix because of their ability to dramatically affect sales and customer loyalty when used strategically, whether through price discounts, bundling, or loyalty programs.
2.2.3 Interaction
According to Baruah (2012), social media has developed into an essential medium for marketing and customer engagement as well as for communication, idea exchange, and gap bridging. As a dynamic instrument for customer engagement, recognizing needs, and influencing decision-making, it plays a vital role in the marketing domain.
The Social Interaction Dynamics
Frith and Singer (2008) point out that the capacity to take into account the intentions, feelings, and beliefs of interaction partners is essential for effective engagement in a social setting. When it comes to customer interaction on social media, this factor is especially important. These relationships are greatly shaped by competence and trustworthiness, which are frequently impacted by physical attributes or past knowledge about social partners (Willis and Todorov, 2006).
Consumer-to-Consumer Interaction: Impacting Purchase Decisions
According to Wang & Yu (2017), consumer interaction includes any behavior by individuals that influences the opinion or choice of other customers about goods or services. Customer views and decisions can be greatly influenced by this contact.
Types of Live Online Interactions
There are two main categories in the realm of live online interactions, particularly when it comes to e-commerce and live streaming:
- Opinion Interactions: These are the expressions of favorable or unfavorable opinions that online customers have regarding goods and vendors; they frequently take the form of online reviews (Henning-Thurau et al., 2004). These reviews are shared in real-time under the live-streaming business model. Sales anchors, also known as hosts, provide direct answers to customer inquiries and supplementary details, hence enhancing the dynamic and referable nature of these encounters.
- Behavioural Interactions: In this kind, customers base their purchases on what they see other people doing. Customers interacting with hosts or other audience members in a live online business model is a notable example of intuitive performance. One consumer’s activities can have a major impact on another’s actions in this complex blend of social influence and observational learning.
In conclusion, interaction is crucial in influencing customer behavior and decision-making, particularly in the context of social media and live online business models. Businesses wishing to use social media and live streaming platforms for marketing purposes must comprehend the subtleties of these interactions, whether they be behavioral or opinion-based. These interactions are a crucial part of contemporary marketing tactics because they not only affect consumer impressions but also purchase decisions.
2.2.4 Trust
Growth of Trust in Real-Time E-Commerce
The digital marketplace has witnessed a significant spike in live online e-commerce due to technological breakthroughs like 5G and AI. The idea of trust has drawn a lot of attention in this changing environment from academics as well as business professionals.
Considering Trust in Online Transactions
According to Mcknight et al. (2001), trust in e-commerce is the conviction that a party to a transaction has attributes that are advantageous to one party. This definition emphasizes how crucial it is for e-commerce interactions to be seen as trustworthy and kind. By differentiating between cognitive and affective trust, Komiak and Benbasat (2004) expand upon this idea and show that trust in both offline and online businesses is multifaceted, involving trust in numerous entities.
Focus on Webcasting Platforms
This study focuses only on webcasting platforms, specifically looking at the “Oriental Selection” live broadcasting room, which is a prominent player in the e-commerce space for live streaming. The development of iconic brand trust is directly related to the success of these platforms. Three areas are identified in this context for trust in live e-commerce: streaming media trust, product trust, and brand trust.
Product and Streaming Media Trust
Customers use streaming media as their main source of information when using live streaming services. Wang (2022) highlights that consumers’ trust in this information source has a significant impact on how they rate products. Customers’ perceptions of the information offered during live streaming, including its accuracy, credibility, and overall quality, are reflected in their level of trust (Shao and Hu, 2016). Therefore, a positive consumer attitude toward the product and its depiction during the live-streaming process is the source of trust in a product.
Brand Trust and Customer Loyalty
When it comes to online e-commerce, customer commitment is greatly influenced by brand trust while making decisions. This kind of trust has the power to greatly increase a customer’s purchasing intention. In situations where there is a discrepancy in the information, a reliable brand serves as a mediator by lowering the uncertainty about the features or advantages of the product. Therefore, building and sustaining live brand trust is essential to helping customers make purchases.
In conclusion, trust has multiple dimensions in the context of live online e-commerce, including trust in streaming media, trust in products, and trust in brands. Every factor is essential in influencing how consumers perceive and make decisions. The increasing prominence of live broadcasting in e-commerce makes it crucial for platforms such as “Oriental Selection” and others in the sector to comprehend and cultivate these types of trust.
2.2.5 Emotion
A Crucial Aspect of Live Streaming Is Emotion
Platforms for live streaming, where viewers may interact with and express their emotions, are quite popular with viewers. This emotional component is essential to building a relationship between the live streamer and the viewer, which has a big impact on engagement and behavior from customers.
Determining Emotion in the Live Broadcasting Situation
Emotion is a condition of mental preparedness that results from the cognitive evaluation of things or concepts, according to Penz and Hofmann (2021). This condition is defined by physiological processes that are often expressed physically (e.g., through postures, gestures, and facial expressions). Depending on the nature of the emotion and its significance to the person experiencing it, these physiological processes may prompt particular actions. This description highlights the cognitive, physical, and behavioral aspects of emotions, underscoring their complexity.
Contagious Emotions in Live Broadcasting
When it comes to live streaming, the streamer is vital in determining the interaction’s emotional tone. According to Kramer et al. (2014), the variety of participatory activities available on live streaming platforms—which include sharing information as well as expressing emotions—create an ideal environment for investigating the emotional contagion that occurs between the streamer (anchor) and the viewer. This idea of contagion suggests that viewers may “catch” the streamer’s emotions, which could then affect their opinions and behavior.
Emotion’s Biphasic Affective Dimensions
Arousal and pleasure make up two essential biphasic affective dimensions of emotion, according to Russell (1980). In the context of live broadcasting, these aspects are essential. Arousal is the degree of excitement or stimulation that a consumer experiences, whereas pleasure is the degree of enjoyment or satisfaction that they experience. Combining these emotional factors can have a big impact on how engaged a customer is with the material, how they view the product or service being offered, and ultimately, how they decide to make a purchase.
Within live-streaming contexts, the emotional aspect wields significant influence. It includes how content is evaluated cognitively, how emotions are expressed physically and physiologically, and how these lead to behavioral reactions. The efficacy of the live streaming platform as a marketing tool can be increased by the streamer’s capacity to convey emotions that connect with the audience and foster a sense of connection and trust. Businesses and marketers may create captivating live-streaming content that increases customer engagement and sales by understanding and utilizing these two emotional dimensions: pleasure and arousal.
2.2.6 Conclusion
In the ever-changing world of contemporary e-commerce, business and management theories are essential for comprehending and influencing consumer behavior, especially in live-streaming settings. The theories of emotion, trust, interaction, and promotion offer a thorough foundation for delving into the intricacies of customer engagement in these digital environments.
Promotional tactics make use of the temporal dimension of consumer decision-making and are crucial for increasing sales and improving product visibility. Consumer views and decisions are shaped by interaction, which is primarily made possible by social media and live-streaming platforms. This occurs through exchanges of opinions and behaviors. A key component of the digital economy, trust has several facets, such as streaming media, product, and brand trust. It is essential to gaining the commitment and loyalty of customers. Due to its strong cognitive and affective foundations, emotion has a big impact on customer engagement and purchase decisions.
When combined, these theories provide a multifaceted lens that helps companies comprehend and improve their strategy in the dynamic field of real-time e-commerce. They emphasize how crucial it is to take a comprehensive strategy that takes into account the emotional, social, and psychological components of customer behavior. Using these theoretical insights can result in more efficient, compassionate, and customer-focused company processes in a time when digital contacts and transactions are commonplace.
Chapter 3: Conceptual Development
3.1 Website quality
Understanding the Quality of Websites
Website quality in the context of e-commerce is a broad term that includes features like usability, design, functionality, high-quality content, and dependability. A well-designed website gives its visitors a fun, intuitive, and educational experience. It has a major effect on how consumers behave, especially in situations where decisions must be made quickly, like when making an impulse purchase.
Hypothesis:
H1：There is a positive correlation between website quality and impulse buying?
Justification for the Hypothesis
The theory suggests that increased rates of impulse purchases among customers are a result of well-designed, high-quality websites. Some important factors help to understand this relationship:
Usability and Ease of Navigation: Customers are more inclined to explore more products on a website that is simple to use. Impulsive purchases may result from the ease of finding things and the seamless experience, which lowers mental barriers to buying.
Aesthetics and Design: A website’s eye-catching design can arouse feelings in visitors that may lead to impulsive purchases. Customers may be drawn in and more likely to make impulsive purchases by an eye-catching design.
Content Quality and Information Availability: In-depth and captivating product descriptions have the power to pique customers’ curiosity and even cause them to make rash purchases. Decisions made by consumers can be influenced by excellent content that conveys the qualities and advantages of items.
Website Performance and Reliability: A user’s experience can be improved by a website that loads quickly and runs smoothly. While unreliable or glitchy websites may discourage impulsive purchases, dependable and quick websites promote them.
Security and Trust: Users are more likely to trust a secure website. Customers are more inclined to indulge in impulsive purchases without hesitation when they have confidence in the security of their data and transactions.
3.2 Promotion
Understanding Promotions’ Function
A strategic component of marketing, promotions include a range of techniques like discounts, time-limited deals, bundling, and other incentives. These instruments are intended to arouse consumer attention, boost perceived value, and generate a sense of urgency. Promotions are especially important when it comes to impulse buying because they can lead to quick, frequently impulsive purchases.
Hypothesis:
H2: There is a positive correlation between promotions and impulse buying?
Justification for the Hypothesis
According to the hypothesis, successful advertising tactics have a positive impact on both the frequency and chance of impulsive purchases. Other underlying causes can explain this correlation:
Sense of Urgency: Promotions instill a sense of urgency, particularly when they have a deadline. Customers may feel pressured by limited-time offers to act quickly, which frequently results in impulsive purchases.
Perceived Value: A product’s perceived value is frequently increased by promotional offers. Consumers are more likely to make impulsive purchases when they think they are receiving a good deal.
Emotional Appeal: A lot of promotions play on consumers’ feelings, especially the happiness and excitement that come with finding a good deal. This feeling might be a strong motivator for impulsive purchases.
Decreased Purchase Guilt: Deals can lessen the shame attached to making impulsive purchases. Usually, customers feel less guilty about making impulsive purchases when they believe they are saving money or obtaining better value.
Increased Exposure: Marketing initiatives make products more noticeable. Increased exposure can result in more impulse purchases from customers who come across goods they may not have actively sought.
In conclusion, promotions are a powerful instrument for influencing impulsive purchasing decisions. The combination of factors such as urgency, greater perceived value, emotional stimulation, decreased guilt, and increased product exposure might lead to a consumer’s tendency to make impulsive purchases. This hypothesis emphasizes how crucial it is for marketers to plan and execute promotions carefully in order to capitalize on customers’ impulsive buying habits in the ever-changing market environment in addition to increasing sales.
3.3 Interaction
Understanding the Role of Interaction in E-Commerce
Interaction in e-commerce refers to a range of channels via which consumers and brands can communicate, including live chats, forums, customer testimonials, and interactive content. In the era of digital commerce, contact has become crucial in influencing consumer preferences and behavior with the rise of social media and live-streaming platforms.
Hypothesis:
H3 There is a positive correlation between interaction and impulse buying?
Justification for the Hypothesis
According to the hypothesis, there is a positive correlation between the frequency of impulse purchases and higher interaction in an e-commerce scenario. Other important factors shed light on this relationship.
Enhanced Engagement: Live streaming and real-time chats are two examples of interactive platforms that can draw and keep users’ attention. Due to their enhanced immersion in the purchasing process, customers may make more impulsive purchases as a result of this increased involvement.
Social Influence: Observing others make purchases or reading their reviews are two examples of how social components frequently enter interactions. Because they feel like they belong or are afraid of missing out, customers may be persuaded to make comparable impulsive purchases as a result of this social evidence.
Tailored Experiences: Customers are frequently given tailored experiences by interactive platforms. Customization can strengthen the bond between the customer and the product, which may encourage impulsive purchases.
Instant satisfaction: To satisfy customers’ need for instant satisfaction, interactive platforms that provide prompt product access and real-time replies are used. Customers may purchase impulsively in an attempt to satisfy their current needs as a result of this immediacy.
Emotional tie: Consumers and brands or products can form an emotional tie through interaction. Interaction-induced emotions, such as happiness or enthusiasm, might cause impulsive buying decisions.
3.4 Trust
Understanding Trust in Online Transactions
Consumer confidence in an online platform, including aspects of security, authenticity, and dependability of the service and product offerings, is referred to as trust in e-commerce. In the digital economy, where consumers cannot physically inspect things, trust is essential to their decision-making, especially when it comes to impulsive purchases.
Hypothesis:
H4: There is a positive correlation between trust and impulse buying?
Justification for the Hypothesis
According to the hypothesis, there is a positive correlation between an increase in consumers’ impulsive purchase behavior and their level of confidence in a brand or e-commerce platform. This link can be attributed to multiple factors:
Decreased Perceived Risk: When making transactions online, trust lowers the perceived risk. There is an increase in impulsive buying when customers trust a platform or brand and are more likely to make purchases without giving them careful thought.
Brand Credibility: Consumers who have faith in a brand’s credibility are more likely to act quickly when making purchases. Customers are reassured of quality and value by a reputable brand, which encourages impulsive purchases.
Positive Prior Experiences: Impulsive repurchases might result from trust established by prior positive experiences with a platform or brand. Experience and satisfaction from prior dealings can reduce the hesitancy usually linked to rash purchases.
Emotional Assurance: Customers can feel emotionally reassured by trust. Because they feel more comfortable making decisions, consumers may behave more impulsively when making purchases as a result of this emotional ease.
In conclusion, trust plays a crucial role in the e-commerce environment and has a big impact on customer behavior, especially when it comes to impulsive purchases. Building and maintaining a trustworthy relationship with consumers is crucial for e-commerce platforms and businesses, as seen by the positive association found between trust and impulse buying. Customers feel safe and confident making judgments because of this trust, which frequently results in more impulsive purchases.
3.5 Emotion
Understanding Emotion in Consumer Behavior
Consumer behavior is heavily influenced by emotion, especially when it comes to internet shopping. Customers’ interactions with companies and products can be greatly influenced by emotions like joy, enthusiasm, or even terror. Understanding the importance of emotion becomes even more important in the dynamic world of e-commerce, where different cues can heighten emotional engagement.
Hypothesis:
H5：There is a positive correlation between emotion and impulse buying?
Justification for the Hypothesis
According to the idea, a consumer’s emotional reactions have a positive correlation with the probability of making an impulse purchase. There are multiple underlying aspects that can explain this:
Emotional Engagement: Impulsive purchases may result from highly charged emotions, such as joy or enthusiasm brought on by advertisements or product demonstrations. Rational barriers tend to be lowered by emotionally charged content, which increases the likelihood of impulsive purchases by customers.
Mood Enhancement: Purchasing is a common method of elevating one’s mood. When people interact with things or experience positive emotions while browsing, they may make impulsive purchases in an attempt to uplift or preserve their mood.
Emotional Contagion: During live streaming or social media interactions, hosts’ and other customers’ excitement and enthusiasm can spread, encouraging others to make impulsive purchases of their own.
Sensory Appeal: Products with strong visual appeal or captivating descriptions have the potential to elicit strong emotional responses in consumers, which may result in rash purchasing choices.
Personal Resonance: Impulsive purchases can be sparked by goods or marketing that emotionally connect with a customer’s own beliefs, goals, or wants. A stronger emotional bond with the product is formed by this resonance, which speeds up the decision to buy.
Conceptual Framework
Conclusion
In conclusion, the complexity of internet shopping is shown by this investigation of the variables influencing consumer behavior in e-commerce, particularly impulse buying. The theories that have been created on the quality of websites, promotions, engagement, trust, and emotion show how intricately these factors interact to influence consumer choices. The strength of emotion, the security of trust, the allure of promotions, the functionality and appeal of the website, the depth of contact, and the attraction of trust all play a major role in the tendency toward impulsive purchases. To improve their strategy in the dynamic digital marketplace, organizations must comprehend and integrate these factors efficiently.
Chapter 4Research Methodology
4.1 Research Philosophy
This study uses a positivist methodology, focusing on the phenomena being studied outcomes and observable reality. The foundation of positivism as a research philosophy is the idea that knowledge is obtained through empirical data obtained from sensory experience. This strategy fits in nicely with the goal of the study, which is to investigate impulse purchase in the setting of the “Oriental Selection” live broadcast room, where actions and results are visible and measurable. Positivism claims that social phenomena have an objective reality in terms of ontology (Tamminen & Poucher, 2020, p.535). The present study recognizes that impulsive purchasing behaviors in the setting of live streaming are objective, external phenomena that may be examined apart from the subjective moods of individuals. The emphasis is on the actual outside variables that affect these behaviors, like the broadcast room’s features, the participatory aspect of the platform, and the marketing tactics used.
From an epistemological point of view, positivism supports the researcher’s objective, detached viewpoint. The researchers in this study observe and analyze consumer patterns and behaviors in an unbiased manner without taking any action to change them. The knowledge produced by this research is grounded in logical analysis and factual evidence, with a focus on quantitative data that is supported by statistical validation (Horne, 2021, np). Axiologically speaking, positivism is defined as value-free research in which the findings are unaffected by the researcher’s beliefs or prejudices. This research follows this idea by concentrating only on empirical evidence and accepted theoretical frameworks. The analysis is not influenced by the researchers’ beliefs or preconceptions regarding impulse purchases.
This study uses a quantitative methodology that makes use of statistical analysis via SPSS software. The purpose of the study is to pinpoint and measure the independent factors that affect impulsive purchases in the live “Oriental Selection” broadcast room. In order to determine how different elements affect impulsive buying, it is necessary to gather and analyze data on consumer behavior, interaction patterns, and purchase decisions (Hayali & Dalimunthe, 2022, p.169). The important determinants of this phenomena are identified by analyzing the correlations between these parameters and impulse buying behavior. It is anticipated that the findings will provide quantifiable and observable facts, supporting the positivist premise of the research.
4.2 Research Method (Survey)
This study looks into the variables driving impulsive purchases in the “Oriental Selection” live broadcast room using quantitative research techniques, notably a survey method. The method involves gathering data through the use of structured questionnaires with a descriptive design. The poll employs the snowball sampling technique in order to reach a broad spectrum of participants. SPSS software is then used to evaluate the data gathered from these surveys, offering a thorough statistical analysis of the research topics.
The data-collecting questionnaire is carefully crafted to measure many characteristics that are essential to this study. There are three primary sections to it:
Details about the respondents’ demographics are gathered in this part, including their age, gender, income, and degree of education. Understanding the demographic makeup of the participants in the “Oriental Selection” live broadcast room and examining the potential influences of demographic variables on impulsive purchasing behaviors require knowledge of these specifics.
Measuring Five Independent Variables (Factors): Five major independent variables that are thought to affect impulsive purchases are measured by the questionnaire. These factors include the host’s influence, the platform’s interactive features, the simplicity of transactions, the products’ aesthetic appeal, and the impact of peer behavior in the live-streaming setting. A series of focused questions are used to examine each of these factors.
Lastly, is impulse buying: Measuring impulse buying inclinations is the main objective of the questionnaire’s last component. This section attempts to measure how often, how strongly, and under what conditions impulse purchases happen during live broadcasts.
The Rickett5 subscale is used to evaluate each scale. This scale has five points: 1 for “Strongly Disagree,” 2 for “Disagree,” 3 for “Neutral,” 4 for “Agree,” and 5 for “Strongly Agree.” A more detailed understanding of the respondents’ attitudes and perceptions of each aspect is made possible by the use of the Likert scale technique. In a live-streaming setting, it makes it easier to quantify subjective beliefs and experiences around impulsive purchases.
The questionnaires are distributed using the snowball sampling technique. By starting with a small group of well-known people, this strategy expands the survey’s reach by having them forward it to their contacts. In a short amount of time, this method works especially well for gathering a broad group of responders. After the data are gathered, analysis is done using SPSS software. Descriptive statistics are used to comprehend the fundamental characteristics of the data, whereas inferential statistics are used to investigate the connections between independent factors and impulsive purchases. In the context of live-streaming e-commerce, the statistical analysis will assist in finding the critical elements that substantially influence impulsive purchasing behaviors.
In conclusion, this survey method’s analytical rigor and structured approach make it ideal for examining the dynamics of impulse buying in the “Oriental Selection” live broadcast room and for producing illuminating results that can guide the development of policies and business strategies about live-streaming commerce.
4.3 Research Samples
According to Sekaran & Bougie (2009)’s recommendations, the term ‘population’ in a research setting refers to the complete group, event, or topic of interest that the researchers are trying to get a conclusion about. The focal demographic for this study consists of Chinese consumers who have made purchases in the “Oriental Selection” live broadcast room. The survey included 168 participants in total, all of whom were over the age of 18. This sample size is thought to be sufficient for an initial examination of the attitudes and actions of customers who engage in live-streaming e-commerce, especially when it comes to impulsive purchases.
The following crucial procedures were part of the approach used to get data from these respondents:
- Ethical Clearance: The appropriate university authority provided ethical approval prior to the survey’s launch. This measure guaranteed that the study complies with the moral and ethical requirements of academic research, particularly in light of the delicate nature of consumer behavior data.
- Questionnaire Design and Translation: To meet the goals of the study, a well-thought-out questionnaire was created. The questionnaire was translated into Chinese to provide clarity and ease of comprehension and to fit the respondents’ context.
- Distribution through WeChat: The survey was disseminated through the ‘Questionnaire Star’ mini-program. This technology is well-liked in China and easily connects with WeChat, one of the country’s most prominent social media sites. This strategy made it easier for people to participate and promoted a greater response rate.
- Snowball Sampling: Using a snowball sampling technique, the first group of participants were instructed to distribute the questionnaire to their connections. This approach made it possible to communicate with people outside of the researchers’ network.
- Data Collection and Analysis: SPSS statistical software was used to compile and evaluate the responses once data collection was finished. This study shed light on the variables influencing consumers’ impulsive purchases in the “Oriental Selection” live broadcast room.
Choosing the “Oriental Selection” live broadcast room because it is a sensitive and pertinent survey context. The fact that the information obtained from this sample is authentic, first-hand, and actual makes this decision strategic. In a live-streaming e-commerce context, it is anticipated to correctly reflect consumer behavior patterns and the variables encouraging impulsive buying. It is expected that the study’s findings would provide specific insights into how customers behave in an active and dynamic online marketplace.
4.4 Research Ethical Considerations
Any research project that involves human subjects, like this study on impulse buying in the “Oriental Selection” live broadcast room, must prioritize ethical considerations. The main ethical factors and precautions used to guarantee that the research complies with the highest ethical standards are described in this section.
Informed Consent
An essential ethical principle is getting each research participant’s informed consent. Participants were given a thorough explanation of the purpose of the study, the scope of their involvement, and the intended use of their data before beginning the survey. They were informed that there would be no consequences if they chose to discontinue at any time and that their participation was completely voluntary (Pietila et al., 2020, p.49). We requested their affirmative agreement in writing or verbally before allowing them to participate in the survey.
Confidentiality and Anonymity
Anonymity and secrecy were guaranteed by the research to preserve the participants’ privacy. No personally identifiable data, including names, contact information, or other details, were gathered (Suri, 2020, p.41). Data was managed and kept safe, with just the research team having access to it. Participants received assurances that no individual response could be linked to them and that all findings would be provided in aggregate form.
Avoiding harm
An essential ethical aspect was making sure that the research process did not cause harm to the participants. Topics that could be triggering or sensitive were left out of the questionnaire’s design. Participants’ mental health was given first consideration, and efforts were made to ensure that the inquiries were non-intrusive and objective.
Reporting and Data Integrity
Data integrity guidelines were strictly followed in this study. Honest and accurate data collection, analysis, and reporting were done. No data manipulation, falsification, or fabrication occurred. The results were presented honestly, capturing the genuine essence of the information gathered, free from prejudice or manipulation to conform to expectations or preconceptions.
Compliance and Approval in Ethics
The appropriate university authority’s ethical approval was requested and received before to the study’s start. After a careful examination of the study’s design to make sure all ethical norms and criteria were followed, this approval was granted (Brittain et al., 2020, p.925). The rights, dignity, and values of the participants were respected, and the research was carried out in accordance with the ethical norms and standards established by the academic community.
4.5 Research Limitations
Representativeness and Sample Size
168 people made up the research sample, which is adequate for preliminary analysis but might not be sufficient to extrapolate the results to the larger Chinese consumer base that uses live broadcast rooms such as “Oriental Selection.” Moreover, the use of snowball sampling, while effective in reaching a varied audience, may also lead to a sample that is not fully representative of the total population, as it relies on the networks of initial respondents.
Geographic and Cultural Restraints
Only Chinese viewers of the “Oriental Selection” live broadcast room are the subject of this investigation. As a result, the conclusions are context-specific and might not hold true in different cultural or geographic settings (Tennant & Ross-Hellauer, 2020, p.6). Customers inside various live-streaming platforms or in different locations may exhibit drastically varied behaviors, motivations, and attitudes.
Temporal Restrictions
The study documents the opinions and behaviors of consumers at a certain moment in time. The results may not last long because consumer trends and technology change quickly, particularly in the e-commerce and live streaming sectors. Future research may produce different findings if new trends appear and consumer behavior changes.
Methodological Restrictions
The study depends on self-reported information obtained via structured questionnaires, which is prone to biases like recall or social desirability bias. It’s possible that respondents will respond to questions in a way they think is appropriate or anticipated, or they may not recall their previous views or actions with accuracy.
Restrictions in Statistics
Although SPSS software offers strong analytical tools, data interpretation is constrained by the inherent limits of statistical analysis. While links between variables can be found, correlation does not imply causation, and this methodology cannot definitively demonstrate cause-and-effect linkages.
Range of the Study
The study concentrates on impulsive purchases in the particular setting of live broadcast rooms. It excludes e-commerce platforms and other online shopping methods that do not use live broadcasting. As a result, the results are restricted to the particular phenomenon being examined (Akanle et al., 2020, p.105).
In conclusion, it’s critical to recognize these limitations even if this study provides insightful information about customer behavior inside the setting of the “Oriental Selection” live broadcast room. By resolving these limitations, future research can expand on this work and offer a more thorough grasp of the subject.
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