IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i12p7110-d835527.html
   My bibliography  Save this article

Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction

Author

Listed:
  • Jinjing Yang

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Cong Cao

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Chensang Ye

    (School of Management, Zhejiang University of Technology, Hangzhou 310023, China)

  • Yangyan Shi

    (Department of Management, Macquarie University, Sydney, NSW 2109, Australia)

Abstract

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size has exceeded trillions of RMB. However, e-commerce live streaming has also caused widespread consumer impulse-buying behaviour during the development process. Therefore, based on stimulus–organism–response theory, from the perspective of human–computer interaction, this paper develops an impulse-purchase model for live e-commerce consumers, uses partial least squares structural equation modelling to process and analyse 339 valid questionnaires and, finally, validates the proposed hypotheses. The findings show that consumers’ visual appeal, perceived arousal and engagement play a mediating role in the relations among interface design, live atmosphere and impulse purchase. To promote the sustainability of a live-streaming economy, live-streaming platforms need to design attractive live-streaming interfaces, build a pleasant live-streaming atmosphere and enhance consumers’ positive emotions, while preventing their irrational purchasing behaviour. An in-depth analysis of the formation mechanism of this behaviour can help in alleviating the limitations of the lack of rich research results and a single perspective in this field. In addition, it can help stakeholders promote the sustainability of e-commerce live streaming in practice.

Suggested Citation

  • Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7110-:d:835527
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/12/7110/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/12/7110/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Roggeveen, Anne L. & Grewal, Dhruv & Schweiger, Elisa B., 2020. "The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience," Journal of Retailing, Elsevier, vol. 96(1), pages 128-137.
    2. Park, Chang Hee & Park, Young-Hoon & Schweidel, David A., 2018. "The effects of mobile promotions on customer purchase dynamics," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 453-470.
    3. Badgaiyan, Anant Jyoti & Verma, Anshul, 2015. "Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 145-157.
    4. Zixi Liu & Jian Yang & Lin Ling, 2020. "Exploring the Influence of Live Streaming in Mobile Commerce on Adoption Intention From a Social Presence Perspective," International Journal of Mobile Human Computer Interaction (IJMHCI), IGI Global, vol. 12(2), pages 53-71, April.
    5. Marko Sarstedt & Christian M. Ringle & Joseph F. Hair, 2022. "Partial Least Squares Structural Equation Modeling," Springer Books, in: Christian Homburg & Martin Klarmann & Arnd Vomberg (ed.), Handbook of Market Research, pages 587-632, Springer.
    6. Yi-Fen Chen & Chia-Jung Wu, 2016. "Influence of Website Design on Consumer Emotion and Purchase Intention in Travel Websites," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 12(4), pages 15-29, October.
    7. Hussain, Riaz & Ali, Mazhar, 2015. "Effect of Store Atmosphere on Consumer Purchase Intention," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(2), pages 35-43.
    8. Bellini, Silvia & Cardinali, Maria Grazia & Grandi, Benedetta, 2017. "A structural equation model of impulse buying behaviour in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 164-171.
    9. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    10. D. Veena Parboteeah & Joseph S. Valacich & John D. Wells, 2009. "The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively," Information Systems Research, INFORMS, vol. 20(1), pages 60-78, March.
    11. Chang, En-Chi & Tseng, Ya-Fen, 2013. "Research note: E-store image, perceived value and perceived risk," Journal of Business Research, Elsevier, vol. 66(7), pages 864-870.
    12. Umair Akram & Peng Hui & Muhammad Kaleem Khan & Chen Yan & Zubair Akram, 2018. "Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment," Sustainability, MDPI, vol. 10(2), pages 1-28, January.
    13. Li, Chunxiao & Wang, Yuting & Lv, Xingyang & Li, Hui, 2021. "To buy or not to buy? The effect of time scarcity and travel experience on tourists' impulse buying," Annals of Tourism Research, Elsevier, vol. 86(C).
    14. Liang, Chih-Chin & Yu, Annie Pei-I & Le, Thi Hong, 2021. "Customers focus and impulse buying at night markets," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    15. Yang, Feng & Tang, Jing & Men, Jinqi & Zheng, Xiabing, 2021. "Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    16. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    17. Sokić, Katarina & Korkut, Darija, 2020. "The Influence of Impulsivity and Values on Impulsive Buying," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 18-26, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    18. Zhenfang Zhang & Nan Zhang & Jiguang Wang, 2022. "The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce," Sustainability, MDPI, vol. 14(4), pages 1-19, February.
    19. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 189-199, September.
    20. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    21. Yi-Pin Huang & Xiao-Li Zheng & Chuang-Kai Chiu & Jun Lei & Gang Yang & Hoisoo Kim & Feng Wang, 2021. "Towards Figurative Expression Enhancement: Effects of the SVVR-Supported Worked Example Approach on the Descriptive Writing of Highly Engaged Students," Sustainability, MDPI, vol. 13(21), pages 1-19, November.
    22. Weinberg, Peter & Gottwald, Wolfgang, 1982. "Impulsive consumer buying as a result of emotions," Journal of Business Research, Elsevier, vol. 10(1), pages 43-57, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xiong Xiong & Fan Yang & Li Su, 2023. "Popularity, face and voice: Predicting and interpreting livestreamers' retail performance using machine learning techniques," Papers 2310.19200, arXiv.org.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yang Zhao & Yixuan Li & Ning Wang & Ruoxin Zhou & Xin (Robert) Luo, 2022. "A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level," Information Systems Frontiers, Springer, vol. 24(5), pages 1667-1688, October.
    2. Islam, Tahir & Pitafi, Abdul Hameed & Arya, Vikas & Wang, Ying & Akhtar, Naeem & Mubarik, Shujaat & Xiaobei, Liang, 2021. "Panic buying in the COVID-19 pandemic: A multi-country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Faisal Khan & Abdul Qayyum & Tehmeena Hanif, 2022. "Relationship between Store Environment, Urge to Purchase and Impulsive Buying Behavior," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 462-491, December.
    4. Yi Yong Lee & Chin Lay Gan, 2020. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 85-98, June.
    5. Muhammad Danish Habib, Abdul Qayyum, 2018. "Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(1), pages 86-99, March.
    6. Liang, Chih-Chin & Yu, Annie Pei-I & Le, Thi Hong, 2021. "Customers focus and impulse buying at night markets," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    7. Yi Yong Lee & Chin Lay Gan, 0. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-14.
    8. Mingwei Li & Qingjin Wang & Ying Cao, 2022. "Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework," IJERPH, MDPI, vol. 19(7), pages 1-17, April.
    9. Farah, Maya F. & Ramadan, Zahy B., 2017. "Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 54-61.
    10. Akram, Umair & Ansari, Aisha Rehman & ulhaq, Irfan & Yan, Chen, 2023. "Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    11. Yang, Feng & Tang, Jing & Men, Jinqi & Zheng, Xiabing, 2021. "Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Gopalkrishnan R. Iyer & Markus Blut & Sarah Hong Xiao & Dhruv Grewal, 2020. "Impulse buying: a meta-analytic review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 384-404, May.
    13. Asif Khan & Chih-Cheng Chen & Kwanrat Suanpong & Athapol Ruangkanjanases & Santhaya Kittikowit & Shih-Chih Chen, 2021. "The Impact of CSR on Sustainable Innovation Ambidexterity: The Mediating Role of Sustainable Supply Chain Management and Second-Order Social Capital," Sustainability, MDPI, vol. 13(21), pages 1-25, November.
    14. Dainn Wie & Hyoungjong Kim, 2015. "Between Calm and Passion: The Cooling-Off Period and Divorce Decisions in Korea," Feminist Economics, Taylor & Francis Journals, vol. 21(2), pages 187-214, April.
    15. Shakeel Ahmad Sofi & Faizan Ashraf Mir & Mubashir Majid Baba, 2020. "Cognition and affect in consumer decision making: conceptualization and validation of added constructs in modified instrument," Future Business Journal, Springer, vol. 6(1), pages 1-20, December.
    16. Chandan Parsad & Sanjeev Prashar & Vijay Sai Tata, 2017. "Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 44(4), pages 297-311, December.
    17. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    18. Ascensión Barroso & Óscar R. González-López & Ramón Sanguino & María Buenadicha-Mateos, 2018. "Analysis and Evaluation of the Largest 500 Family Firms’ Websites through PLS-SEM Technique," Sustainability, MDPI, vol. 10(2), pages 1-22, February.
    19. Chaeyoung Lim & Jongchang Ahn, 2021. "Social Overload and Discontinuance Intention on Facebook: A Comparative Study," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    20. Sinha, Piyush Kumar & Mishra, Hari Govind & Kaul, Surabhi & Singh, Sarabjot, 2014. "Buying Impulsive Trait: An effective moderator for shopping emotions and perceived risk," IIMA Working Papers WP2014-03-17, Indian Institute of Management Ahmedabad, Research and Publication Department.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7110-:d:835527. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.