IDEAS home Printed from https://ideas.repec.org/a/spr/jknowl/v16y2025i1d10.1007_s13132-024-02146-x.html
   My bibliography  Save this article

Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era

Author

Listed:
  • Mingchao Li

    (Shenzhen City Polytechnic
    Shenzhen Institute of Technology)

  • Ruchun Deng

    (Shenzhen City Polytechnic
    Shenzhen Institute of Technology)

  • Bin Gong

    (Guangdong Polytechnic of Science and Technology
    City University of Macau)

Abstract

This quantitative research study explores the impact of live marketing on consumers’ irrational consumption behavior within the context of the new economic era. Adopting a structured approach, data were collected from 236 consumers through structured questionnaires utilizing Likert scale responses. Simple random sampling ensured a statistically representative sample across diverse demographics. The questionnaires comprehensively addressed various dimensions including exposure to live marketing events, emotional engagement, social media influencer impact, cognitive dissonance, socioeconomic factors, innovative marketing technologies, and irrational consumption behaviors. The data analysis was conducted meticulously utilizing SPSS and SmartPLS, involving various statistical techniques like summary statistics, correlation study, validation of factor analysis, and structural equation modeling, as well as comparative, moderation, and mediation analyses. The study uncovers novel insights, particularly highlighting the role of social media influencers in live marketing, elucidating how their involvement significantly amplifies the impact of social influence on consumers’ irrational consumption decisions. Furthermore, findings reveal that consumers perceiving live marketing as immersive and memorable are more inclined towards engaging in irrational consumption behaviors. Additionally, the adoption of innovative live marketing technologies emerges as a key driver of brand perception, consequently leading to heightened levels of irrational consumption behaviors. Moreover, cognitive dissonance following such behaviors is identified as a significant factor contributing to increased repeat purchases. This research contributes to a more profound comprehension of consumer behavior within marketing contexts, providing valuable insights for marketers navigating the complexities of the contemporary economic landscape.

Suggested Citation

  • Mingchao Li & Ruchun Deng & Bin Gong, 2025. "Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 4918-4967, March.
    • Handle: RePEc:spr:jknowl:v:16:y:2025:i:1:d:10.1007_s13132-024-02146-x
    DOI: 10.1007/s13132-024-02146-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13132-024-02146-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13132-024-02146-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Carmen León-Mantero & José Carlos Casas-Rosal & Cristina Pedrosa-Jesús & Alexander Maz-Machado, 2020. "Measuring attitude towards mathematics using Likert scale surveys: The weighted average," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-15, October.
    2. Eugene Y. Chan, 2024. "Consumer Behavior in Practice," Springer Books, Springer, number 978-3-031-50947-6, December.
    3. Shu Jiang & Zhanpeng Wang & Zilai Sun & Junhu Ruan, 2022. "Determinants of Buying Produce on Short-Video Platforms: The Impact of Social Network and Resource Endowment—Evidence from China," Agriculture, MDPI, vol. 12(10), pages 1-19, October.
    4. Zainudin Awang & Asyraf Afthanorhan & Mustafa Mamat, 2016. "The Likert scale analysis using parametric based Structural Equation Modeling (SEM)," Computational Methods in Social Sciences (CMSS), "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences, vol. 4(1), pages 13-21, June.
    5. Jun Lv & Xuan Liu, 2022. "The Impact of Information Overload of E-Commerce Platform on Consumer Return Intention: Considering the Moderating Role of Perceived Environmental Effectiveness," IJERPH, MDPI, vol. 19(13), pages 1-21, June.
    6. Vineet Jain & Puneeta Ajmera, 2019. "Modelling of the factors affecting lean implementation in healthcare using structural equation modelling," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(4), pages 563-575, August.
    7. David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    8. Sung, Eunyoung (Christine) & Bae, Sujin & Han, Dai-In Danny & Kwon, Ohbyung, 2021. "Consumer engagement via interactive artificial intelligence and mixed reality," International Journal of Information Management, Elsevier, vol. 60(C).
    9. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    10. Kleimeier, Stefanie & Hoffmann, Arvid O.I. & Broihanne, Marie-Hélène & Plotkina, Daria & Göritz, Anja S., 2023. "Determinants of individuals’ objective and subjective financial fragility during the COVID-19 pandemic," Journal of Banking & Finance, Elsevier, vol. 153(C).
    11. Ali Hussein Samadi & Sajjad Afroozeh, 2024. "Legitimacy, Institutional Inertia, and Climate Change," Contributions to Economics, in: Nezameddin Faghih & Ali Hussein Samadi (ed.), Institutional Inertia, pages 275-302, Springer.
    12. Neringa Vilkaite-Vaitone, 2024. "From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume," Sustainability, MDPI, vol. 16(4), pages 1-14, February.
    13. Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    14. 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).
    15. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    16. Heather Barry Kappes & Joe J Gladstone & Hal E Hershfield & J. Jeffrey Inman & Ashwani Monga, 2021. "Beliefs about Whether Spending Implies Wealth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(1), pages 1-21.
    17. George Kankam & Isaac Tetteh Charnor, 2023. "Emotional intelligence and consumer decision-making styles: the mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-11, December.
    18. Zhou, Ying & Huang, Wenmin, 2023. "The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 332-342.
    19. 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.
    20. Arpan Kumar Kar & Shalini Nath Tripathi & Nishtha Malik & Shivam Gupta & Uthayasankar Sivarajah, 2023. "How Does Misinformation and Capricious Opinions Impact the Supply Chain - A Study on the Impacts During the Pandemic," Annals of Operations Research, Springer, vol. 327(2), pages 713-734, August.
    21. Nezameddin Faghih & Ali Hussein Samadi, 2024. "An Introduction to Institutional Inertia-Theory and Evidence," Contributions to Economics, in: Nezameddin Faghih & Ali Hussein Samadi (ed.), Institutional Inertia, pages 1-16, Springer.
    22. Lo, Pei-San & Dwivedi, Yogesh K. & Wei-Han Tan, Garry & Ooi, Keng-Boon & Cheng-Xi Aw, Eugene & Metri, Bhimaraya, 2022. "Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis," Journal of Business Research, Elsevier, vol. 147(C), pages 325-337.
    23. Komal Malik & Manoj Joshi, 2023. "I saw it, I bought it! The irrational buying behaviour in retail sector," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 34(1), pages 17-27.
    24. Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    25. Ali Hussein Samadi & Masoumeh Alipourian, 2024. "The Transition to Sustainable Energy and Institutional Inertia," Contributions to Economics, in: Nezameddin Faghih & Ali Hussein Samadi (ed.), Institutional Inertia, pages 243-274, Springer.
    26. Violeta Sima & Ileana Georgiana Gheorghe & Jonel Subić & Dumitru Nancu, 2020. "Influences of the Industry 4.0 Revolution on the Human Capital Development and Consumer Behavior: A Systematic Review," Sustainability, MDPI, vol. 12(10), pages 1-28, May.
    27. 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.
    28. Camilo R. Contreras & Pierre Valette-Florence, 2023. "A Multi-Method Study on ICAs User Experiences and Brand Relationships: An Abstract," Post-Print hal-04207995, HAL.
    Full references (including those not matched with items on IDEAS)

    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. Norafifa Mohd Ariffin & Amily Fikry & Nor Diyana Mohammed Shobri & Irma Syarlina Che Ilias, 2024. "A Review of Tiktok Livestreaming Commerce," Information Management and Business Review, AMH International, vol. 16(3), pages 67-77.
    2. Li, Li & Chen, Xiaoting & Zhu, Peng, 2024. "How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. 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.
    4. Alnoor, Alhamzah & Abbas, Sammar & Khaw, Khai Wah & Muhsen, Yousif Raad & Chew, XinYing, 2024. "Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    5. Yin Yuan, 2024. "The Influence of the Internet Celebrity Economy on Online Purchase Intention: A Moderated Mediation Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 20630-20648, December.
    6. Lifu Li & Yafei Feng & Anqi Zhao, 2024. "An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 701-716, September.
    7. Chunhui Huo & Xiaorui Wang & Muhammad Waqas Sadiq & Ming Pang, 2023. "Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model," SAGE Open, , vol. 13(2), pages 21582440231, May.
    8. Guo, Wenshan & Luo, Qiangqiang, 2023. "Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Siti Noor Aishah Mohd Sidik & Adilah Othman & Mohamad Zainol Abidin Adam & Kanesh Gopal, 2024. "How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 605-617, September.
    10. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    11. Liu, Hua & Ma, Ruili & He, Guangyao & Lamrabet, Abdesslam & Fu, Shaoling, 2023. "The impact of blockchain technology on the online purchase behavior of green agricultural products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    12. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Ma, Xiangyang & Chen, Hongzhong & Lang, Xiaoping & Li, Tieshan & Wu, Niwei & Duong, Bao, 2024. "Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    14. Pang, Hua & Ruan, Yang & Zhang, Kaige, 2024. "Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    15. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    16. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    17. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    18. Nadroo, Zeeshan Majeed & Lim, Weng Marc & Naqshbandi, Mohd Asif, 2024. "Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    19. Gallin, Steffie & Portes, Audrey, 2024. "Online shopping: How can algorithm performance expectancy enhance impulse buying?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    20. Peng, Lifang & Zhang, Na & Huang, Ling, 2024. "How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

    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:spr:jknowl:v:16:y:2025:i:1:d:10.1007_s13132-024-02146-x. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.