Title: The Factors Influencing Impulsive Buying Behavior of Customers in E-commerce
Author: Cui Kong Ming
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate School
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.668-682 Click PDF
Abstract
In the Chinese e-commerce industry, live-streaming has been recognized by traditional retail e-commerce as a fast and effective sales channel, promoting mass consumption, improving e-commerce sales performance, and leading the new development of global e-commerce. The purpose of this study is: 1) to explore the factors influencing customer purchases in Chinese live commerce rooms. 2) to verify that customer audiovisual experience, customer heart flow experience, and product attributes have a positive impact on customer impulsive buying behavior in live commerce rooms. This paper selected Taobao Live in China as the research subject and collected customer data through questionnaire survey, with a sample size of 400, using the quantitative research method to analyze the data.
The study results show that: 1) Customer purchases in live commerce rooms are influenced by the customer audiovisual experience, customer heart flow experience and product attributes. 2) The customer audiovisual experience, customer heart flow experience, and product attributes significantly positively influence customer impulsive buying behavior in live commerce rooms.
Studying customer impulsive buying behavior in live commerce rooms has strong practical value for accelerating the circulation of goods in the market and improving the marketing effectiveness of enterprises.
Keywords: live commerce, live-streaming purchases, marketing strategies
The Factors Influencing Impulsive Buying Behavior of Customers in E-commerce
6517195408 Cui Kong Ming 2566 (2023) The Factors Influencing Impulsive Buying Behavior of Customers in E-commerce สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management