Real-Time Interactivity and Impulsive Buying in Livestreaming Commerce: The Focal Intermediary Role of Inspiration

Abstract

Previous studies in the context of livestreaming commerce have largely overlooked the role of the distinctive characteristic of real-time interactivity in fostering cognitive/affective reactions and subsequently impulsive buying. Drawing on the stimulus–organism–response paradigm, this study contributes by investigating the link between real-time interactivity (responsiveness and personalization) as stimulus and impulsive buying as response with causal association between inspiration (inspired-by and inspired-to) and delight as organism under the moderating effect of idea shopping motivation in the context of livestreaming commerce. A conditional model linking interactivity and urge to buy impulsively is proposed and tested using the partial least squares structural equation model (PLS-SEM) technique with SmartPLS software on a sample of 376 livestreaming commerce viewers. The findings indicate that inspiration experience and delight are causally associated as the bridge connecting real-time interactivity and urge to buy impulsively, and idea shopping enhances the link between real-time interactivity (responsiveness and personalization) and inspiration (inspired-by). Based on the findings, some important theoretical and practical implications are proposed.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research is funded by University of Economics Ho Chi Minh city (UEH), Vietnam.

Notes on contributors

Nguyen Huu Khoi

Nguyen Huu Khoi is the Head of Marketing Department, Nha Trang University. His research has been published in International Journal of Hospitality Management, Current Issues in Tourism, Asia Pacific Journal of Marketing and Logistics, International Journal of Tourism Research, International Journal of Contemporary Hospitality Management, Current Psychology and so on.

Angelina Nhat-Hanh Le

Angelina Nhat-Hanh Le is an Associate Professor of Marketing at University of Economics Ho Chi Minh City (UEH), Vietnam. Her research has been published in Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Business Research, International Journal of Hospitality Management and so on.