Title Page
Abstract
Contents
Chapter 1. Introduction 14
Background of the Study 14
Statement of the Problem 21
Purpose of the Study 22
Significance of the Study 23
Theoretical Implications 23
Managerial Implications 23
Chapter 2. Literature Review 25
Research on Live Streaming E-commerce 25
Research on Impulse Buying 27
Impulse Buying 27
Theoretical Foundation of Impulse Buying 33
S-O-R Theory 35
Impulse Buying Measurement 36
Research on Interaction 37
Interactivity 37
Interpersonal Interaction 38
Functional Interaction 39
Merchandise Interaction 39
Social Interaction 40
Research on Online Promotion 41
Price Discount 41
Promotion Time Limit 42
Research on Reaction 43
Normative Evaluation 43
Arousal 43
Research on Host Characteristics 44
Research on Practical Reasonal Values 45
Research on Gender 49
Gender Role 49
Gender Difference 50
Gender Differences in Online Shopping 50
Research Gap 53
Chapter 3. Methodology 57
Research Design 57
Theoretical Framework of Research on Functional Interaction 58
Theoretical Framework of Research on Social Interaction 62
Theoretical Framework of Research on Practical Reasonal Values 65
Theoretical Framework of Research on Gender 67
Theoretical Framework of Research on Host Characteristics 69
Research Questions and Hypotheses 70
Hypotheses of Research on Functional Interaction 70
Hypotheses of Research on Social Interaction 84
Hypotheses of Research on Practical Reasonal Values 92
Hypotheses of Research on Gender 95
Hypotheses of Research on Host Characteristics 98
Instrumentation 103
Population and Sample 108
Data Collection 108
Data Analysis 109
Chapter 4. Findings 110
Findings of Research on Functional Interaction 110
Demographics 110
Exploratory Factor Analysis 111
Testing the Measurement Model 112
Analyses of the Structural Model 114
Testing the Mediation Effects 115
Discussion 116
Findings of Research on Social Interaction 117
Demographics 117
Exploratory Factor Analysis 118
Testing the Measurement Model 119
Analyses of The Structural Model 121
Testing the Mediation Effects 122
Discussion 123
Findings of Research on Practical Reasonal Values 124
Demographics 124
Exploratory Factor Analysis 125
Testing the Measurement Model 125
Descriptive Statistics and Correlation Analysis 126
Testing the Moderating Effect 127
Discussion 130
Findings of Research on Gender 131
Demographics 132
Exploratory Factor Analysis 132
Testing the Measurement Model 133
Descriptive Statistics and Correlation Analysis 134
Testing the Moderating Effect 134
Discussion 136
Findings of Research on Host Characteristics 138
Demographics 138
Exploratory Factor Analysis 139
Testing the Direct Effects 140
Testing The Mediation Effects 141
Discussion 143
Chapter 5. Conclusion 145
Analysis Conclusions 145
Implications 147
Theoretical Implications 147
Managerial Implications 147
Limitations of the Study 150
Future Research 152
References 153
Table 1. The Scale of Functional Interaction 104
Table 2. The Scale of Merchandise Interaction 104
Table 3. The Scale of Price Discount 104
Table 4. The Scale of Normative Evaluation 105
Table 5. The Scale of Arousal 105
Table 6. The Scale of Impulse Buying Behavior 105
Table 7. The Scale of Social Interaction 106
Table 8. The Scale of Promotion Time Limit 106
Table 9. The Scale of Practical Reasonal Values 106
Table 10. The Scale of Reputation 107
Table 11. The Scale of Charm 107
Table 12. The Scale of Specialization 107
Table 13. The Scale of Trust 108
Table 14. Demographic Statistics 110
Table 15. Rotated Component Matrix 111
Table 16. Reliability and Validity 112
Table 17. Discriminant Validity 113
Table 18. Model Summary 115
Table 19. Indirect Effects 115
Table 20. Demographic Statistics 118
Table 21. Rotated Component Matrix 119
Table 22. Reliability and Validity 120
Table 23. Discriminant Validity 120
Table 24. Model Summary 122
Table 25. Indirect Effects 122
Table 26. Demographic Statistics 124
Table 27. Rotated Component Matrix 125
Table 28. Reliability and Validity 126
Table 29. Discriminant Validity 126
Table 30. Descriptive Statistics 127
Table 31. Testing the Moderating Effect of Practical Reasonal Values 128
Table 32. Testing the Moderating Effect of Practical Reasonal Values 129
Table 33. Demographic Statistics 132
Table 34. Rotated Component Matrix 133
Table 35. Reliability and Validity 133
Table 36. Discriminant Validity 134
Table 37. Descriptive Statistics 134
Table 38. Testing the Moderating Effect of Gender 134
Table 39. Testing the Moderating Effect of Gender 136
Table 40. Demographic Statistics 138
Table 41. Rotated Component Matrix 139
Table 42. Correlation Matrix 140
Table 43. Direct Effects 141
Table 44. Testing Mediation Effect of Trust Between Reputation and Impulse Buying Behavior 142
Table 45. Testing Mediation Effect of Trust Between Charm and Impulse Buying Behavior 142
Table 46. Testing Mediation Effect of Trust Between Specialization and Impulse Buying Behavior 143
Figure 1. 2016.12-2020.12 online live streaming user scale and utilization rate 14
Figure 2. The screenshots of live streaming activities from Taobao 17
Figure 3. Scale and forecast of China's live streaming e-commerce market from 2017 to 2021 18
Figure 4. The number of Taobao Live host 20
Figure 5. S-O-R model 35
Figure 6. The overall framework of this research 58
Figure 7. Conceptual model 66
Figure 8. Conceptual model 68
Figure 9. Conceptual model 71
Figure 10. Conceptual model 84
Figure 11. Conceptual model 93
Figure 12. Conceptual model 94
Figure 13. Conceptual model 96
Figure 14. Conceptual model 97
Figure 15. Conceptual model 99
Figure 16. Path analysis results 114
Figure 17. Path analysis results 121
Figure 18. Practical reasonal values as a moderator in the relationship between arousal and impulse buying behavior 129
Figure 19. Gender as a moderator in the relationship between arousal and impulse buying behavior 135