影响力营销
定性比较分析
结构方程建模
质量(理念)
心理学
互动性
价值(数学)
说服
产品(数学)
口头传述的
广告
营销
社会心理学
计算机科学
业务
市场营销管理
数学
关系营销
认识论
机器学习
哲学
多媒体
几何学
作者
Xinyu Ma,Eugene Cheng-Xi Aw,Raffaele Filieri
出处
期刊:Journal of Research in Interactive Marketing
[Emerald (MCB UP)]
日期:2023-12-19
标识
DOI:10.1108/jrim-05-2023-0142
摘要
Purpose The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce. Design/methodology/approach A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA). Findings The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying. Originality/value These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.
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