论文作者：1.Chunhui Huo（Asia-Australia Business College, Faculty of Economics, Liaoning University, China

                 2.Xiaorui Wang（Business School, Faculty of Economics, Liaoning University, China）

                 3.Muhammad Waqas Sadiq（Business School, Faculty of Economics, Liaoning University, China;Department of Management Sciences, COMSATS University Islamabad, Sahiwal Campus, Pakistan）

                 4.Ming Pang（Asia-Australia Business College, Faculty of Economics, Liaoning University, China）

期刊名:《Sage Open》

发表时间：2023年5月

文章摘要：The emergence of live-streaming commerce has fueled the phenomena of impulse buying. However, existing understanding of this phenomenon is relatively limited. In this study, we adopted the stimulus-organism-response (SOR) paradigm to create an influence mechanism of impulse buying behavior in live streaming shopping. We investigated the influence of social presence and sales promotion (stimuli) onimpulse buying behavior (response) through flow experience (organism). In addition,

we also examined time availability and money availability, two situational variables, as moderators of flow experience and impulse buying behavior. To explore the factors that contribute to consumers’ impulse buying behavior, an online survey (n= 375) was done in China. The empirical findings indicate that social presence and sales promotion positively affect flow experience, subsequently triggering consumers’ impulse buying behavior in live streaming. The results also indicated the positive moderation of money availability and time availability. Theoretically, the findings contribute to live- streaming commerce literature and impulse-buying literature. The findings also provide insightful managerial implications for live-streaming merchants to better understand impulse buying behavior to develop an effective marketingstrategy.

关键词：live streaming shopping;impulse buying behavior;S-O-R model;social presence;sales promotion;flow experience;situational variables