ArticleFrontiers in psychology2022
Understanding Chinese Consumers' Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. An erratum has been issued. Cited by 9 papers.
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9 citing papers in PubMed.
- The Mediating Roles of Two Psychological Experience Pathways: How Cross-Border Live Streaming Interactions Trigger Impulsive Purchases?-The Moderating Effect of AI Enablement.Behavioral sciences (Basel, Switzerland) · 2026Article
- User emotional mechanisms and consumption conversion in AI-generated trend toy blind boxes.Scientific reports · 2026Article
- The role of social presence in impulsive buying during live streaming E-commerce: exploring the mechanisms of customer inspiration and positive emotion.BMC psychology · 2025Article
- Article
- The impact of academic burnout on academic achievement: a moderated chain mediation effect from the Stimulus-Organism-Response perspective.Frontiers in psychology · 2025Article
- The Impact of Teacher and Peer Support on Preservice EFL Teachers' Work Engagement in Their Teaching Practicum: The Mediating Role of Teacher L2 Grit and Language Teaching Enjoyment.Behavioral sciences (Basel, Switzerland) · 2024Article
- Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.Behavioral sciences (Basel, Switzerland) · 2024Article
- How social and media cues induce live streaming impulse buying? SOR model perspective.Frontiers in psychology · 2024Article
- The influence of prepaid service and promotion purchase restriction on consumers' willingness to share in tourism and hospitality: from the perspective of framing effect theory.Frontiers in psychology · 2022Article
Corrections and comments
- Erratum issued
Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers' ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers' purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.
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