The surge in online live streaming shopping is driving a new era in online retail.The impulse buying behavior that occurs during live broadcasts has been triggered the attention.Exploring the influencing factors behind its behavior and the inherent mechanism,which have great significance to promoting development of the live streaming shopping.This study aims to focus on two key point as above,to find out impact narrative factors on live streaming under internet environment.The research used the theory of SOR and ELM,and used the mixed methods of structural equation(SEM)and metaphor extraction technology(ZMET).The paper found that narrative(storytelling)in live streaming shopping has the significant impact on impulse buying behavior.At the same time,it has the significant effective relationship between anchor popularity,interactivity,narrative participation,and impulse buying behavior.The study point out six key theme to explain the workflow mechanisms.Finally,the paper conclude three key findings and three practice suggestions.
关键词
网络直播购物/冲动购买行为/叙事参与/混合研究法/SOR/ELM
Key words
live streaming shopping/impulsive purchasing/narrative engegement/mixed research method/SOR/ELM
万方数据