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Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying

As philanthropic sales via live-streaming shopping have played an important role in alleviating the huge backlog of agricultural products during the outbreak of the COVID-19 pandemic, this paper aims to study how online interaction in philanthropic marketing exerts influence on consumer impulse buyi...

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Detalles Bibliográficos
Autores principales: Ye, Yusen, Zhou, Zhili, Duan, Huawei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9612405/
https://www.ncbi.nlm.nih.gov/pubmed/36312055
http://dx.doi.org/10.3389/fpsyg.2022.1041476
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author Ye, Yusen
Zhou, Zhili
Duan, Huawei
author_facet Ye, Yusen
Zhou, Zhili
Duan, Huawei
author_sort Ye, Yusen
collection PubMed
description As philanthropic sales via live-streaming shopping have played an important role in alleviating the huge backlog of agricultural products during the outbreak of the COVID-19 pandemic, this paper aims to study how online interaction in philanthropic marketing exerts influence on consumer impulse buying behaviors. We empirically explore four major dimensions of online interactions in philanthropic live-streaming sales, i.e., the live streamers’ image, the herd effect of consumers, the responsiveness of sellers, and the mutual trust between consumers. The results reveal that the herd effect of consumers and the responsiveness of sellers could promote consumers’ empathy ability toward the growers of the products sold lively, whereas the live streamers’ image and the mutual trust between consumers have little effect on empathy promotions. Meanwhile, both the consumers’ empathy ability and the live streamers’ image positively affect consumers’ impulse buying behavior, which suggests a partial moderating role of consumers’ empathy ability. Lastly, by taking both social and business perspectives, we provide managerial implications for improving the effectiveness and efficiency of philanthropic live-streaming sales to alleviate social and economic pressure in emergencies.
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spelling pubmed-96124052022-10-28 Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying Ye, Yusen Zhou, Zhili Duan, Huawei Front Psychol Psychology As philanthropic sales via live-streaming shopping have played an important role in alleviating the huge backlog of agricultural products during the outbreak of the COVID-19 pandemic, this paper aims to study how online interaction in philanthropic marketing exerts influence on consumer impulse buying behaviors. We empirically explore four major dimensions of online interactions in philanthropic live-streaming sales, i.e., the live streamers’ image, the herd effect of consumers, the responsiveness of sellers, and the mutual trust between consumers. The results reveal that the herd effect of consumers and the responsiveness of sellers could promote consumers’ empathy ability toward the growers of the products sold lively, whereas the live streamers’ image and the mutual trust between consumers have little effect on empathy promotions. Meanwhile, both the consumers’ empathy ability and the live streamers’ image positively affect consumers’ impulse buying behavior, which suggests a partial moderating role of consumers’ empathy ability. Lastly, by taking both social and business perspectives, we provide managerial implications for improving the effectiveness and efficiency of philanthropic live-streaming sales to alleviate social and economic pressure in emergencies. Frontiers Media S.A. 2022-10-13 /pmc/articles/PMC9612405/ /pubmed/36312055 http://dx.doi.org/10.3389/fpsyg.2022.1041476 Text en Copyright © 2022 Ye, Zhou and Duan. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Ye, Yusen
Zhou, Zhili
Duan, Huawei
Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title_full Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title_fullStr Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title_full_unstemmed Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title_short Philanthropic sales in live-streaming shopping: The impact of online interaction on consumer impulse buying
title_sort philanthropic sales in live-streaming shopping: the impact of online interaction on consumer impulse buying
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9612405/
https://www.ncbi.nlm.nih.gov/pubmed/36312055
http://dx.doi.org/10.3389/fpsyg.2022.1041476
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