Immersive Marketing and Impulse Buying in Livestream E-Commerce: Mediating Roles of Perceived Value and Trust of Livestreamer
Abstract
The world of live streaming is becoming a significant part of e-commerce, and immersive marketing tactics are driving consumer behaviour. This study explores the effect of immersive marketing on the impulse buying of undergraduate consumers in cosmetics livestream shopping, while examining the intermediary role of perceived value and trust of livestreamer. Based on Stimulus-Organism-Response (S-O-R) model, we argue that immersive marketing (S) increases consumers' perceived value/trust of livestreamer (O), which further increases the impulse buying (R) behavior of consumers. The data were gathered from 396 undergraduate students who had previous experience buying cosmetics products from a livestream platform in Guangxi, China. The hypothesized relationships were tested using partial Least Squares Structural Equation Modeling (PLS-SEM). The result shows that there is a significant and positive relationship between immersive marketing and perceived value and trust in livestreamer. Further, the perceived value and trust of the livestreamer have significant mediation effects between immersive marketing and the impulse buying behavior. The results also further expand the S-O-R paradigm to apply to live-stream e-commerce and provide marketing practitioners with practical considerations for how to use immersive approaches to drive consumer engagement and spontaneous buying.
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