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The Effect of Emotional Responses on Reuse Intention by Impulse Buying Types: Focused on Live Shopping in China
Journal of System and Management Sciences ; 12(5):487-504, 2022.
Article in English | Scopus | ID: covidwho-2120656
ABSTRACT
This study aims to present the problems and solutions of live shopping to suggest the direction of live commerce broadcasting in the future by examining the influence of the types of impulse buying on consumers’ emotional responses and the reuse intention according to changes into non-contact economy due to the COVID-19 pandemic. To achieve the purpose of this study, the theoretical foundation of related factors was established based on literature research and previous studies. Accordingly, research models and research hypotheses were presented. To verify the hypothesis, a survey was conducted through an online survey method targeting 300 consumers who have experience using live shopping in China. The statistical analysis was conducted by frequency analysis, exploratory factor analysis, correlation analysis and multiple regression analysis using SPSS26.0 program. The results of the empirical analysis and implications of this study are as follows. First, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on jealousy and vanity of emotional response. Therefore, the seller of the product is expected to increase sales by stimulating customers ’ impulse buying. In addition, the purchaser may meet emotional responses such as jealousy or vanity, but this may lead to economic losses or unnecessary product purchases. Second, jealousy and vanity of emotional response had a significant positive (+) effect on reuse intention. Therefore, the purchaser should try to find ways to reduce emotional responses such as jealousy and vanity. Third, pure impulse buying, planned impulse buying, stimulus impulse buying and reminder impulse buying had a significant positive (+) effect on reuse intention. Therefore, impulse buying can lead to product purchase even if there is no stimulus of emotional reaction such as jealousy or vanity, so product buyers should exclude the factors that can cause impulse buying as much as possible. This study also aims to present the research results and implications based on some limitations in the process of the study. First, if the study is conducted for all age groups, it is expected that the results of more objective research will be derived. Second, if comparative research is conducted on live shopping users in various countries, it is judged that strategies will be derived to help identify the tendency of live shopping users by country and to establish marketing strategies for product sellers. © 2022, Success Culture Press. All rights reserved.
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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Experimental Studies Language: English Journal: Journal of System and Management Sciences Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Experimental Studies Language: English Journal: Journal of System and Management Sciences Year: 2022 Document Type: Article