A Study on The Impact of Public Service E-commerce Live Streaming on Consumer's Impulsive Purchase Behaviour Based on the Stimulus -Response Framework / Zhihui NI / 2022

Titre : A Study on The Impact of Public Service E-commerce Live Streaming on Consumer's Impulsive Purchase Behaviour Based on the Stimulus -Response Framework Type de document : Mémoire Auteurs : Zhihui NI, Auteur Année de publication : 2022 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management SERVICE PUBLIC ; ACHAT Entreprise DIGITAL Résumé : E-commerce live streaming has emerged rapidly in recent years and is influencing all aspects of people's lives, especially in China during the COVID epidemic. As a vertical category of e-commerce live streaming, public service e-commerce live streaming has also shown its power in practice, providing a new model and idea for the field of public welfare and poverty alleviation. China, too, has successfully completed the strategic task of achieving full prosperity by 2020 with the promotion of such public service e-commerce live streaming. Therefore, it is important to understand what factors influence consumers' impulsive purchase behaviour in the “Live E-commerce + Poverty Alleviation” model in order to better develop this model. In this paper, we firstly review the domestic and international literature on e-commerce live streaming, public service e-commerce live streaming, hedonistic shopping value and impulsive purchase behaviour, and start from public service e-commerce live streaming, based on the SR model and the existing measurement scales, we developed a research model on "public service e-commerce live streaming characteristics + hedonistic shopping value - consumers' impulsive purchase behaviour". The characteristics of public service e-commerce live streaming are measured in three dimensions: public welfare, credibility and empathy. Consumers' hedonistic shopping value is considered as another factor influencing consumers' impulsive purchase behaviour. A valid sample of 353 was collected and empirically studied with the help of SPSS (28.0 version). The empirical results show that the credibility (independent variables) of public service e-commerce live streaming are positively related to consumers' impulsive purchase behaviour (dependent variables); hedonistic shopping value (independent variable)is also positively related to impulsive purchase behaviour. Finally, based on the results obtained from the empirical analysis, some managerial insights are proposed from the perspective of companies, the development of public service e-commerce live streaming and consumers, respectively, while presenting the limitations and outlook of the study. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568516