Mechanism of Interaction and Entertainment Impact on Impulse Purchase Intention in Shopping Livestream

Abstract

During Covid-19, offline business faces cheerless performance, however online e-commerce is booming along with more and more consumer building online shopping behavior considering safety. With the development of e-commerce, shopping livestream become a key driver for online sales. Previous studies found that vivid visibility, interaction, KOL shopping guide etc which are the key characters of shopping livestream will effectively impact purchase behavior through mediating variable-Immersion (Flow). But some studies show opposite result that the mediating effect of immersion is not obvious. Most of studies just focus on the influence to purchase and mediating mechanism of immersion but less studies pay attention the reverse result. That is the meaning and focus of this study. We found that the reason is there is moderating variable-time pressure to impact the mediating effect. We developed a model with four hypotheses. Two independent variable- interaction and entertainment impact impulse purchase intention through mediating variable – Immersion, while time pressure as moderating variable. Result showed that all the hypotheses were successfully established. The main effect of interaction and entertainment on impulse purchase intention was significant, which mediated by immersion. While time pressure as moderating variable effectively adjusted mediating effect. The result and insight can be applied to future business operation.