Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective
With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-06-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/149 |
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| author | Meiling Xin Ling Jian Wei Liu Yingxu Bao |
| author_facet | Meiling Xin Ling Jian Wei Liu Yingxu Bao |
| author_sort | Meiling Xin |
| collection | DOAJ |
| description | With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. |
| format | Article |
| id | doaj-art-92a9647691744c8784a855ed8ed2ab99 |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-92a9647691744c8784a855ed8ed2ab992025-08-20T03:16:33ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-06-0120214910.3390/jtaer20020149Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience PerspectiveMeiling Xin0Ling Jian1Wei Liu2Yingxu Bao3School of Economics and Management, China University of Petroleum (East China), Qingdao 266580, ChinaSchool of Economics and Management, China University of Petroleum (East China), Qingdao 266580, ChinaSchool of Economics and Management, China University of Petroleum (East China), Qingdao 266580, ChinaFaculty of Social Sciences, Lingnan University, Hong Kong 999077, ChinaWith the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce.https://www.mdpi.com/0718-1876/20/2/149live streamingatmospheric cuesflow experienceimpulse buyingself-construal |
| spellingShingle | Meiling Xin Ling Jian Wei Liu Yingxu Bao Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective Journal of Theoretical and Applied Electronic Commerce Research live streaming atmospheric cues flow experience impulse buying self-construal |
| title | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
| title_full | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
| title_fullStr | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
| title_full_unstemmed | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
| title_short | Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective |
| title_sort | exploring the effect of live streaming atmospheric cues on consumer impulse buying a flow experience perspective |
| topic | live streaming atmospheric cues flow experience impulse buying self-construal |
| url | https://www.mdpi.com/0718-1876/20/2/149 |
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