The Effect of Time Pressure on Impulsive Buying Intention in Live Commerce: A Serial Mediation Model of Situational Involvement and Self-Control
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Live commerce is an emerging form of e-commerce where sellers promote and sell products online through captivating live videos. Unlike traditional online shopping, live commerce offers consumers the unique opportunity to witness products in real-time, engage in interactive Q&A sessions, and connect with fellow viewers. Among the various external factors influencing consumers' impulsive purchases in live commerce, time pressure has emerged as a significant aspect. This study aims to delve into the impact of time pressure on impulse purchase intention in live commerce by examining a serial mediation process involving situational involvement and self-control. Empirical data was collected through a web experiment conducted in China. The results demonstrated a notable and positive relationship between time pressure and impulse purchase intention. Put simply, heightened time pressure corresponded to a greater likelihood of consumers making impulsive purchases. Situational involvement and self-control were found to play pivotal roles as mediating factors in the relationship between time pressure and impulse purchase intention. The findings of this study carry valuable implications for designing effective marketing strategies that can enhance consumers' purchase intention in the realm of live commerce.
Abstract
Live commerce is an emerging form of e-commerce where sellers promote and sell products online through captivating live videos. Unlike traditional online shopping, live commerce offers consumers the unique opportunity to witness products in real-time, engage in interactive Q&A sessions, and connect with fellow viewers. Among the various external factors influencing consumers' impulsive purchases in live commerce, time pressure has emerged as a significant aspect. This study aims to delve into the impact of time pressure on impulse purchase intention in live commerce by examining a serial mediation process involving situational involvement and self-control. Empirical data was collected through a web experiment conducted in China. The results demonstrated a notable and positive relationship between time pressure and impulse purchase intention. Put simply, heightened time pressure corresponded to a greater likelihood of consumers making impulsive purchases. Situational involvement and self-control were found to play pivotal roles as mediating factors in the relationship between time pressure and impulse purchase intention. The findings of this study carry valuable implications for designing effective marketing strategies that can enhance consumers' purchase intention in the realm of live commerce.
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