Journal of Retailing and Consumer Services 78 (2024) 103707

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream

e-commerce shopping?
Qianru Huang a, Omkar Dastane a, *, Tat-Huei Cham a, b, Jun-Hwa Cheah c
a
UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia
b
Tashkent State University of Economics, Tashkent, Uzbekistan
c
Norwich Business School, University of East Anglia, Norwich, United Kingdom

A R T I C L E I N F O A B S T R A C T

Keywords: Retailers are increasingly looking at leveraging new digital platforms like livestream commerce to generate quick
Live stream commerce or impulsive purchases in order to survive the intense competition and discover effective alternative ways to
Perceived hedonic value boost their profits. Impulsive purchases by consumers make up a significant portion of the overall consumer
Impulsive buying behaviour
market and are a key source of income for retailers. In response to particular consumer actions, genders exhibit
User stickiness
Gender
various attitudes and behaviors, which require businesses to adapt their strategies to engage the audience better.
This study aims (1) to have a holistic understanding of the determinants of perceived hedonic value resulting in
impulsive buying behavior in the livestream e-commerce context, and (2) to determine whether gender mod­
erates the relationship between hedonic value, impulsive buying behavior, and user stickiness. An online survey
was conducted to collect data using a structured questionnaire. The survey resulted in 335 valid responses from
active livestream e-commerce users. The data were analyzed to test hypotheses using SMART-PLS software. The
findings indicate (1) all selected livestream e-commerce factors result in the generation of perceived hedonic
value, (2) the perceived hedonic value consequently results in impulsive buying behavior and user stickiness, (3)
gender moderates the relationship between perceived hedonic value and impulsive buying behavior but not user
stickiness, and (4) female consumers are more susceptible to the perceived hedonic value resulting in impulsive
buying behavior. The study advances past efforts in investigating antecedents of impulsive buying behavior in
livestream commerce. The originality of this study also relates to revealing the moderating effect of gender in
perceived hedonic value-based impulsive buying.

1. Introduction
In reaction to the trend of ongoing technological innovation,
retailing, and consumer services have altered how buyers and sellers
interact in the marketplace (Paul and Rosenbaum, 2019). The conver­
gence of streaming media and e-commerce technology has led to the
emergence of a new business model - live-streaming shopping, i.e.,
"live-streaming + online shopping". After the pandemic, the
live-streaming market has continued to expand in the Asia market. By
June 2022, there were 716 million live-streaming internet users in
China, up 12.9 million from December 2021 and accounting for 68.1%
of overall internet users. (CNNIC, 2022; Xia, 2021). The success story of
China has led to a global push for live e-commerce by retailers. Europe
has become one of the continents with the highest growth in live pur­
chases ahead of both North America and the Middle East. In the US,
where livestream e-commerce is still in the consolidation phase, its sales
reached $17 billion in 2022 and are expected to more than triple in the
next four years (Chevalier, 2022). This rise in popularity of
live-streaming platforms and the maturation of the underlying tech­
nology resulted in the exponential expansion of the number of firms
utilizing this digital marketing for sales. Due to store rivalry, consumers
receive better value from online purchases, and such intensified the
competition for traffic and the trend towards content-based e-commerce
presented huge value and opportunities for both businesses and con­
sumers. Therefore, businesses need to start thinking beyond satisfaction,
loyalty, and engagement to tackle intense business competition and

* Corresponding author. UCSI Graduate Business School, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000, Cheras, Wilayah Persekutuan Kuala
Lumpur, Malaysia.
E-mail addresses: winnie.huangqr@gmail.com (Q. Huang), omkar.dastane@gmail.com (O. Dastane), jaysoncham@gmail.com (T.-H. Cham), jackycheahjh@gmail.
com, J.Cheah@uea.ac.uk (J.-H. Cheah).

https://doi.org/10.1016/j.jretconser.2024.103707
Received 3 June 2023; Received in revised form 22 December 2023; Accepted 5 January 2024
Available online 12 January 2024
0969-6989/© 2024 Elsevier Ltd. All rights reserved.
Q. Huang et al.
boost revenue through other means (Fam et al., 2023; Dastane and
Haba, 2023).
Impulse buying (IB) by consumers is an essential source of revenue
for retailers and it represents a large part of the overall consumer mar­
ket. Impulsive buying behaviour (IBB) is the propensity to make un­
planned purchases without giving them any thought or analysis. It
entails making snap decisions about what to acquire, frequently moti­
vated more by feelings, wants, or sudden drives than by deliberate or
logical reasoning processes (Spears, 2006; Xu et al., 2020). IBB can be a
useful source of income because it enables corporations to profit from
the audience’s fleeting joy and enthusiasm (Lim et al., 2020a,b; Zhao
et al., 2019). Virtual consumer markets act as virtual environments for
IB, allowing consumers to spend any time and anywhere (Zaki et al.,
2023). Research findings on IB suggest that online consumers are more
likely to engage in IBB than traditional consumers (Lin et al., 2022; Yu
et al., 2022). When watching a live stream, viewers might experience a
sense of urgency or excitement that prompts them to buy the product
right away rather than taking the time to weigh their options or do more
research on it. Because viewers can interact with sellers in real-time
phenomenon to ask questions and to obtain a more in-depth under­
standing of the product than they might from a static image or
description, livestream commerce is especially well-suited to impulsive
purchases. Additionally, livestream commerce frequently includes
one-time deals or limited time offers, which can engender a sense of
urgency and scarcity that supports impulsive purchasing. Therefore, IB
can be a significant source of income when it comes to livestream
commerce.
Another challenge that arises for retailers is consumer switching
behaviour and churn. As live-streaming shopping has received more
acceptance attention resulting in intense competition among platforms,
consumers have more alternatives and the authority to switch, thus
creating the problem of user churn. Therefore, for individual retailers,
the question of retaining customers and improving user stickiness (US)
needs to be examined. The US refers to a consumer’s inclination to
continue using and being involved with a platform, service, or product.
The US describes the amount of time a customer spends on a company’s
website as an ingrained commitment that ensures repeat visits and use of
the site (Cham et al., 2022a′ Li et al., 2021). Perceived enthusiasm in
live-streaming shopping can influence the formation of US through the
perceived hedonic value (PHV). The subjective evaluation or subjective
sense of the pleasure, delight, or emotional satisfaction that a product,
service, or event offers to a person is known as PHV (Lin et al., 2022).
PHV in the context of retailing is the result of joy, pleasure, entertain­
ment, and fun throughout the shopping process (Zhou et al., 2023). How
to promote customer stickiness through PHV created by different fea­
tures in the live-streaming shopping environment warrants further
research. Therefore, how to enhance IBB and US when viewing a live
broadcast has become a challenge for livestream e-commerce retailers in
the face of fierce competition. As the latest trend in e-commerce, the
ultimate IBB and US of live-streaming shopping are seen as critical
factors in the ultimate success or failure of the whole transaction process
(Friedrich et al., 2019).
Consumer attributes must be considered to ensure a thorough
investigation regarding IBB and US in the aforementioned context.
Consumer behaviour has long been associated with gender differences.
Contemporary marketers often segment consumers by gender to further
target markets for more accurate marketing. The role of gender shows
different attitudes and behaviour in response to various consumer ac­
tions (Lim et al., 2021; Palan, 2001). For instance, PHVs substantially
impact women more than men in an online environment (Yang and Lee,
2010). The hedonic atmosphere leads to higher quality perceptions,
higher price perceptions and higher purchase intentions among female
consumers (Borges et al., 2013; Tan et al., 2019). The way viewers
perceive the streamer, interact with the content, and ultimately decide
to make a purchase may all be moderated by their gender in livestream
commerce. For instance, studies have revealed that male and female
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Journal of Retailing and Consumer Services 78 (2024) 103707
buyers may have distinct preferences for the kind of goods being sold,
the language, and the presentation style (Jeljeli et al., 2022). Businesses
should modify their segmentation strategy to better engage with their
target audience by being aware of how gender plays a moderating role in
livestream commerce. In summary, companies who invest the time to
comprehend and take gender issues into account while developing their
livestream commerce strategies are likely to achieve better outcomes
and forge closer bonds with their customers. As the pool of potential
customers watching live broadcasts continues to expand, it is necessary
to explore the moderating effect of gender as a customer characteristic to
provide a valuable theoretical perspective for marketing.
Extant literature has highlighted platform-related factors and per­
sonal factors with an awareness of additional factors that influence
consumer impulse purchases on live-streaming shopping platforms (Xu
et al., 2020). Most of the previous studies have explored the PHV of
live-streaming users in terms of flow (Guo et al., 2022), entertainment
(Chen and Lin, 2018), as well as live commentary (Zhang and Liu, 2021).
There appears to be a theoretical gap as the majority of earlier studies
concentrated on particular aspects of how live-streaming retail stimuli,
such as streamer features, interaction, and social presence, affect con­
sumer hedonic psychology. Therefore, extant literature only partially
reveals the stimulating factors of live-streaming shopping on consumers’
psychological states, with few articles integrating all aspects of live
features for multidimensional analysis.
Meanwhile, gender is a common and obvious moderator in the ma­
jority of human conduct (Bem, 1981). Although gender is a major
determinant of human behaviour and has been researched extensively in
consumer behaviour (e.g. Lim et al., 2021; Meyers-Levy and Loken,
2015), its significance may not always be maintained. Such influence
might not matter in regular or gender-neutral buying contexts, and it
might have little effect on universal purchases or of necessity (Amawate
& Deb, 2021; Lee et al., 2019). Gender-neutral environments like
internet purchasing might lessen its effects, particularly if cultural per­
ceptions of gender roles change (Channa et al., 2022; Ragheb et al.,
2022). There is a dearth of study on how gender influences consumers’
psychological states and purchasing behaviour in the context of live­
stream e-commerce, a fast-expanding sales channel. Our study closes
this gap by investigating how selected live-streaming purchasing stimuli
affect customers’ psychological states and how these relate to US and
IBB. In an effort to deepen our understanding of customer behaviour in
live-streaming shopping, we are also investigating how gender moder­
ates these interactions in this comparatively understudied retail setting.
Against the aforementioned background, our study addresses the
theoretical gap by taking a more comprehensive overview of the various
aspects of live-streaming shopping and examining their effects on con­
sumers’ psychological states, using the latest developments in live-
streaming. Based on SOR theory, our study proposes the stimuli in the
live-streaming shopping environment, including social interaction (SI),
streamer’s style (SS), gratification (GF), gamification (GC), and visual­
ization (VL), taking the consumer’s PHV as the mediated organism, and
finally, IBB and US as the response outcome. Therefore, this study
broadens the scope of SOR theory in this field and clarifies the rela­
tionship between external environmental factors, consumers’ internal
hedonic psychology, IBB, and the US in live-streaming shopping. In
addition, the moderating effect of gender is tested in this comparatively
novel retail format to bridge another prominent gap. Having identified
the research objectives mentioned earlier, the questions to be answered
in this research project are:(a) What is the impact of livestream e-com­
merce characteristics on PHV? (b) What is the relationship between PHV
and IBB? (c) What is the relationship between PHV and US? (d) How
does gender moderate the relationship between PHV and IBB? (e) How
does gender moderate the relationship between PHV and US?
Q. Huang et al.
2. Theoretical background
2.1. Impulsive buying behaviour (IBB)
IBB is the propensity to make impulsive, unplanned purchases
without giving them any thought or analysis (Spears, 2006). This
conduct frequently leads to the purchase of goods that may not be
required or within the person’s means. Although, both online and offline
contexts have various triggers and conditions that affect IBB, such fac­
tors differ based on the context (Xu et al., 2020). Impulsive buying that
happens offline takes place in actual stores and is frequently sparked by
in-store displays, sales, and the instant satisfaction of taking the pur­
chased item home. On the other hand, things like time-limited deals,
personalized recommendations, and the convenience of one-click pur­
chases in digital settings are what drive impulsive online spending
(Redine et al., 2023; Santini et al., 2019). In the case of social commerce,
such factors are identified as social characteristics of the s-commerce
platform, features of the s-commerce platform, social shoppers’ psy­
chographic characteristics, and marketers-induced factors (Das et al.,
2022, 2023).
Situational or transient impulses brought on by certain stimuli or
situations are referred to as state impulsiveness. It stands for IBB which
happens in reaction to sudden stimuli, such as buying things one didn’t
intend to during a sale or snapping in the heat of the moment. This kind
of impatience is fleeting, situation-specific, and doesn’t always indicate
a pattern of behaviour on the side of the person (Prasad and Ghosal,
2022). On the other hand, trait impulsivity describes a persistent feature
of a person’s personality. It denotes a continuous inclination to act
impulsively in a variety of contexts over an extended period (Ahn and
Kwon, 2022). No matter what the situation, people with high trait
impulsiveness constantly act impulsively, demonstrating a more
ingrained component of their personality and decision-making pro­
cesses. Given that impulsive behaviours, including impulsive buying
tendencies, differ in terms of their stability and triggers, it is imperative
that one understands these variances.
Livestream shopping introduces a new level of IBB by fusing aspects
of internet shopping with in-person engagement. In this context, the
platform’s interactive features and the persuasive power of in-person
testimonials or demonstrations may increase the likelihood of impul­
sive purchases (Fu and Hsu, 2023). Livestream purchasing might exac­
erbate impulsive purchase inclinations since it frequently involves
instant product showing, in-the-moment interaction with hosts or
influencers, and time-limited deals. Furthermore, the combination of
trait and state impulsivity might have a big influence on customer
behaviour when it comes to livestream shopping. Regardless of the
setting, state impulsiveness—which is sparked by the live and dynamic
character of the event—may result in IBB, and people with a high
impulsiveness trait may be especially vulnerable to such stimuli.
2.2. Conceptual framework and hypotheses
A Stimulus, Organism, and Response (SOR) theory suggests that
environmental stimuli affect consumers’ emotional responses resulting
in changes in consumer intentions or behaviour by stimulating both the
cognitive and emotional states as originally proposed by Russell and
Mehrabian (1974). The SOR model offers a thorough framework that
incorporates both internal processes and external stimuli. It recognizes
that customer behaviour is a complicated interaction between outside
factors and personal traits. By considering both the environmental
context and the individual variances in customer reactions, this
comprehensive perspective enables researchers to capture the dynamic
and diverse nature of consumer behaviour. Researchers can systemati­
cally look at the causes, internal mechanisms, and behavioural effects of
impulsive buying behaviour by using the SOR model (Afaq et al., 2020).
Because of its adaptability, the SOR model can be used to study a variety
of aspects of consumer behaviour, including brand perception, purchase
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Journal of Retailing and Consumer Services 78 (2024) 103707
intention, decision-making procedures, attitude building, and
post-purchase evaluation. It offers a theoretical framework that may be
adjusted to particular research questions and aims, allowing researchers
to methodically explore various facets of consumer behaviour (Lacap
et al., 2021; Lim et al., 2021; Wang et al., 2022). Most importantly, the
model can shed light on the variables that lead to impulsive purchasing,
the psychological processes that take place within people, and the
behavioural outcomes that result in the context of IBB. Therefore, the
model is deemed most appropriate for investigating theory-based in­
quiry related to IBB (e.g., Lin et al., 2022).
Consumers typically respond to stimuli in two ways, namely
approach, and avoidance. In particular, the consumer’s propensity to
remain, explore, engage, and identify with the environment is known as
the approach reaction, which raises consumer willingness to return to
the environment to make purchases (see. Ming et al., 2021). The
avoidance response, on the other hand, is when consumers have no want
to leave the area, feel unsatisfied, bored, or agitated, and have no desire
to purchase again. (De Luca and Botelho, 2019). As discussed IBB is
rooted in hedonic aspects, it is worth investigating the impacts of
selected stimuli on PHV and consequently the impact of PHV on IBB. In
addition, the US is another factor influenced by PHV and therefore is
included in the model.
Evidently, many past studies focused on specific aspects of how live-
streaming retail stimuli affect customer hedonic psychology, like
streamer features, engagement, and social presence, hence there appears
to be a theoretical gap in this area of research. The stimulating effects of
live-streamed shopping on customers’ psychological states are only
partially revealed by the body of existing literature, and only a few
papers integrated all live characteristics for multidimensional analysis.
We construct a framework to bridge this gap. In this model, the stimulus
refers to the environmental factors that cause a change in the state of the
organism in that environment. Real-time interactions between viewers
and streamers in live-streaming provide viewers with a strong sense of
presence and meet their demands, which in turn influences the attitudes
and behaviours of potential consumers, according to a prior study on
live-streaming shopping (e.g., Lin et al., 2022).
The model uses the organism, referring to the emotionally and
cognitively mediated state that responds by receiving environmental
stimuli. In the live-streaming environment, previous research has typi­
cally introduced consumer perceived value as the organism to construct
the SOR model, with more current literature using perceived utilitarian
and PHV. In this model, ’response’ is defined as an individual’s final
decision and behavior based on emotional and cognitive states. Con­
sumer behaviour in e-commerce includes purchase intentions, un­
planned purchases and returns. Previous studies have used the SOR
model to investigate consumer repurchase intentions (Zhu et al., 2019)
and IBB (Ming et al., 2021; Lin et al., 2022) in the context of
live-streaming contexts. Fig. 1 displays the conceptual framework
designed for the current study.
2.2.1. Social interaction (SI)
SI is the process by which members of society talk, work, and play. It
is defined as a multidimensional phenomenon involving verbal and
nonverbal behaviour, diverse circumstances, the number of participants,
the imposition of reciprocal and joint activities, and the manifestation of
oneself at a given time (De Jaegher et al., 2010). In the context of online
shopping, internet interactivity is one of the most influential aspects in
the online experience process, reported enjoyment, and psychological
profile of customers (Akar and Topçu, 2011). Contrarily, the absence of
SI has caused consumers to lose interest in the typical shopping envi­
ronment of the past and gain interest in new shopping models, such as
television, which can boost their propensity to purchase which provides
better SI (Sedig et al., 2017). Live stream commerce combines live video
streaming with e-commerce, providing a platform for real-time in­
teractions between sellers and consumers. Therefore, social interactivity
may play a crucial role in live-stream commerce to provide a hedonic
Q. Huang et al.
Fig. 1. Conceptual framework.
Source: Authors’ Own
experience to consumers (Chen and Lin, 2018; Sedig et al., 2017). This is
because social interactivity provides consumers with a sense of com­
munity and social presence, which can enhance their emotional
engagement with the products and the shopping experience (Xu et al.,
2020). Moreover, social interactivity can increase the level of enter­
tainment and enjoyment consumers experience during the live-stream
commerce process. This can include interactive features like chat
rooms, live polls, and social media sharing, which can create a fun and
engaging shopping experience (Rauschnabel et al., 2017). In conclusion,
social interactivity may play a significant role in enhancing the PHV of
live-stream commerce. Providing consumers with a sense of community,
social presence, and entertainment can make the shopping experience
more enjoyable and engaging. Therefore, we propose the following
hypothesis.
H1. SI has a positive and significant impact on PHV.
2.2.2. Streamer’s style (SS)
SS is the streamer’s overall presentation throughout the live
streaming session including their appearance, demeanour, mannerisms,
and communication style (Fu and Hsu, 2023). In a live-streaming
shopping environment, the platform provides a route for viewers to
communicate with the streamer and a virtual area for the streamer.
Viewers can obtain dynamic and reliable information by watching
live-streaming shopping and viewing attractive streamers as a hobby
(Sjöblom and Hamari, 2017). Chen et al. (2022) demonstrate that the
streamer’s professionalism and sense of humour affect the consumer’s
perceived value and, thus, the willingness to make an impulse purchase.
The interaction between the streamer and the viewer in real-time may
engage customers in an addictive consumption process as well as he­
donic experiences. Guo et al. (2022) also confirmed that the streamer’s
beauty, enthusiasm, professionalism, humour, and passion had a posi­
tive impact on the enhancement in buyers’ enjoyment, entertainment,
and joy, which may lead to overall PHV. The cognitive and affective
states derived from the various characteristics of the streamer provide a
wide variety of user experiences that may create greater hedonic moti­
vation for consumers to drive consumer behaviour. Therefore, the
following hypothesis is proposed in this research.
H2. SS has a positive and significant impact on PHV.
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Journal of Retailing and Consumer Services 78 (2024) 103707
2.2.3. Gratification (GF)
GF in shopping is a feeling of contentment consumers derive
contentment from the shopping process thus being able to relieve stress
and negative emotions (Arnold and Reynolds, 2012). Extant literature
on people’s motivations for consuming different media highlighted that
GT motivated viewers to use social media (Kim and Forsythe, 2007).
Rather than passively consuming media, viewers actively consume
media to satisfy their needs. Dastane et al. (2023) emphasized that GF
plays an important aspect of hedonic experiences in their study related
to perceived value in the context of m-commerce. Many previous studies
have demonstrated that consumers may derive enjoyment from platform
features, the platform’s marketing strategies, and interactions with
other users (Friedrich et al., 2019; Yu et al., 2022). In a live-streaming
shopping scenario, consumers can feel GF through various platform
features throughout the viewing and purchasing process (Hsu and Lin,
2023). The chat function in live streaming fulfils the viewer’s social
needs and makes it feel fun (Hsu and Lin, 2021). Consumers feel happy
due to the GF generated in a particular environment, thus influencing
the hedonic state of mind, which ultimately may result in enhanced
PHV. Therefore, the following hypothesis is proposed in this study.
H3. GF has a positive and significant impact on PHV.
2.2.4. Gamification (GC)
GC refers to the characteristics of a system that is created to inspire
and involve end-users through game design components and mecha­
nisms (Seaborn and Fels, 2015). GC is guided by using game design el­
ements in non-game environments, products, and services to elicit
desired behaviours (Deterding et al., 2011). In the context of live
streaming, a business model has developed around the buying and
gifting of virtual presents. This gifting model is essentially a manifes­
tation of gamification, which is the application of game and game-like
design elements and ideas in a non-game setting (Hu et al., 2022). The
effectiveness of gamified systems and content activates both intrinsic
and extrinsic motives for user gifting behaviour, which supports the
customer’s transactional behaviour (Yu et al., 2022). According to
Helmefalk and Marcusson (2019), they have analyzed the relationship
between gamification and the service industry, noting that gamification
influences consumers’ cognitive and emotional responses, which in turn
affects marketing outcomes. After examining Pokémon Go players’
Q. Huang et al.
willingness to continue playing the game and making in-app purchases,
the findings found that PHV was one of the drivers of consumer
response. In fact, Rauschnabel et al. (2017) confirmed a significant
positive effect of the perceived experience of GC on PHV when exam­
ining the relationship between gamified marketing campaigns and
consumer behaviour. Live-streaming shopping platforms contain gami­
fication features that can have an exciting and motivating effect on
users. Live-streaming shopping platforms contain GC features that may
have an exciting and motivating effect on users. Therefore, the following
hypothesis is proposed in this investigation.
H4. GC has a positive and significant impact on PHV.
2.2.5. Visualization (VL)
VL is the effect of system performance presented by some visual el­
ements such as images and videos in the system design (Eroglu et al.,
2001). System visuals such as style and interface are emotionally rele­
vant features that create an atmosphere that promotes a happy shopping
experience for the user (Tractinsky et al., 2000). Being visually
appealing is the main emotionally relevant feature, which promotes
pleasant and pleasing feelings for the user (van der Heijden, 2003). In
e-commerce, the online atmosphere has an impact on consumer satis­
faction and thus promotes secondary purchase behaviour (Cham et al.,
2022b). In the context of m-commerce, the visual scene is the effect of
system performance presented by some visual elements such as images
and videos in the system design (Dastane et al., 2023). The atmosphere
of the website also has a positive impact on consumers’ emotional
satisfaction, therefore motivating consumers to shop (Cham et al.,
2022b; Savelli et al., 2017). When visuals are better, users are more
likely to notice useful content (Lee and Kim, 2018). Live-streaming
shopping is mainly about delivering product information to consumers
by means of video and audio elements. Based on these elements, visual
scenes are one of the main features of live streaming (Guo et al., 2021).
In contrast to traditional shopping methods, live shopping places the
sale of goods in a certain context. Due to the use of video technology,
information about the product can be presented more visually and
realistically. Therefore, it is easier for the merchant to extract the value
of the product and present it to the user in multiple dimensions. This can
be achieved by combining the product with the scenario, which would
make the user’s visual experience more realistic. The user navigates
through the product by watching the video and listening to the mer­
chant’s presentation. This is closer to the real shopping experience and
satisfies the user’s goal of shopping for entertainment. A visual appeal
may induce consumers to gain PHV by browsing the website. Therefore,
the following hypothesis is proposed in this study.
H5. VL has a positive and significant impact on PHV.
2.2.6. Impulsive buying behaviour (IBB)
In the context of hedonism, previous research has found a strong link
between emotional responses and impulsivity (Cham et al., 2022c;
Cinjarevic et al., 2011), whereby IBB is a quick and unplanned purchase.
Hedonic shopping experience (enjoyment, comfort, and exploration)
significantly influences consumer impulsive online purchasing behav­
iour in various retail formats including conventional, e-commerce
(Lavuri, 2021), s-commerce (Lim et al., 2020a,b), as well as m-com­
merce (Zheng et al., 2019), thus encouraging impulsive shopping
behaviour and bringing greater pleasure. Studies have shown that
environmental stimuli significantly influence consumers’ perceived he­
donic value, and that consumers’ perception of hedonic value directly
influences their impulse buying behaviour (Yang et al., 2021). The im­
pulse to purchase occurs when consumers are in a comfortable and
pleasurable emotional state, as a result of being stimulated by marketing
stimuli. Enjoyment motivation can be seen as a major driver of consumer
IBB (Wen-Kuo et al., 2020). The dazzling array of products in live
shopping, coupled with external factors such as the vivid presentation of
the streamer, may influence the consumer’s perceived level of
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Journal of Retailing and Consumer Services 78 (2024) 103707
enjoyment. The situational stimuli created by live streaming may trigger
an emotional response from consumers, and positive emotions can in­
crease their motivation to buy, thus facilitating impulse purchases.
Therefore, the following hypothesis is proposed in this investigation.
H6. PHV has a positive and significant impact on IBB.
2.2.7. User stickiness (US)
Emotional experiences are directly related to hedonic values. Users
create an emotional bond and attachment to a product or platform when
they have satisfying encounters with it. Shopping platform users are
more likely to remain loyal to a platform or product over time thanks to
this emotional connection. The pleasure and delight that come from an
experience are represented by hedonic value (Dastane et al., 2020).
Users are more inclined to stick with a service or platform if they
continually perceive it to be delightful and pleasurable. Increased
stickiness results from the desire to maintain the pleasant feelings
brought on by the hedonic value (Li et al., 2021). Habit formation can be
aided by hedonic value. Users adopt a product or platform into their
habits and way of life when they find it to be particularly pleasurable.
Users are motivated to interact with a product or platform frequently
thanks to the hedonic value’s positive reinforcement, which promotes
habitual use and increases stickiness. Previous studies have shown that
emotional experience plays a significant role as a predictor of customer
stickiness (Hsiao et al., 2016). The studies also showed that PHV
(reactive, emotional, and experimental) is an essential prerequisite for
trust, loyalty, or sticky intentions towards a streaming platform.
Research in online shopping has shown that PHV leads to higher
customer attention, increasing the likelihood of a website generating
sales transactions (Friedrich et al., 2019). The impact of live-streaming
shopping platforms as a new e-commerce retail platform and its asso­
ciated platform features on PHV promote consumer US. Users are more
likely to continue using and interacting with a product or platform when
they receive high hedonic value from their experiences, which increases
stickiness. Hedonic value can affect user stickiness in the following
ways. Therefore, the following hypothesis is proposed in this study.
H7. PHV has a positive and significant impact on the US.
2.2.8. Perceived hedonic value (PHV) as mediator
PHV in the context of retailing is the result of joy, pleasure, enter­
tainment, and fun throughout the shopping process (Zhou et al., 2023),
which has evolved significantly over time (e.g., Arnold and Reynolds,
2012; Zha et al., 2023) through various additions such as fantasy,
relaxation, and socialization. Recently, researchers have moved away
from the idea that shopping is solely a cognitive activity and have started
to investigate hedonic values as controllers for shopping, such as the
emotional role of mood and pleasure or the function of leisure and
recreation in shopping. When it comes to internet shopping, several
factors comprise PHV, such as navigation, gamification, visualization,
etc. (Dastane et al., 2020). Hedonic value can be achieved from several
features of the livestream experience, including the amusement value,
emotional pleasure, novelty, sensory stimulation, or social engagement
offered by the livestream material and interactions (Xu et al., 2020).
The desire to make impulsive purchases rises if online retailers like
social commerce sites offer users hedonic purchasing value (Zhou et al.,
2023). As the urge to have fun and play are the driving forces behind
hedonism, various components that may have an impact on IBB are
included in livestream e-commerce considerations. These elements may
include how appealing the goods or services being promoted are, the
livestream host’s persuasive strategies, time-sensitive deals or discounts,
social proof via reviews or comments, and how simple the checkout
procedure is (Zhang et al., 2022).
Therefore, the hedonic value that customers feel is directly influ­
enced by livestream e-commerce aspects. Users may perceive increased
hedonic value, for instance, if the livestream host presents the products
in an enticing and compelling manner, offers exclusive bargains or
Q. Huang et al.
limited-time discounts, and fosters a sense of urgency (Arnold and
Reynolds, 2012). In turn, this elevated hedonic value may lead to
impulsive purchasing. Users are more likely to feel pleasure, excitement,
and emotional arousal during livestream e-commerce when they expe­
rience increased hedonic value, which might result in IBB. Users may
have used impulsive purchases to extend or prolong the hedonic value
they had while watching the livestream due to the emotional gratifica­
tion and quick satisfaction they received (Xu et al., 2020). Hedonic
shopping value may increase the desire to make impulsive purchases in a
variety of retail forms (Dastane et al., 2023). The conceptual link be­
tween hedonic purchasing motivation and behavior-induced impulse
buying is supported by this role. It implies that people are more prone to
make impulsive purchases when they are driven by hedonistic desires or
financial motivations, such as pleasure, fantasy, or social or emotional
fulfilment. Therefore, the following mediation hypotheses are
formulated.
H8. PHV mediates the relationship between SI and IBB
H9. PHV mediates the relationship between SS and IBB
H10. PHV mediates the relationship between GF and IBB
H11. PHV mediates the relationship between GC and IBB
H12. PHV mediates the relationship between VL and IBB
In addition, several aspects that livestream e-commerce incorporates
potentially affect the US (Li et al., 2021). Users are more likely to be
satisfied, engaged, and attached to the platform or service when they
receive better hedonic value from the shopping experience (Bao and
Zhu, 2023). Therefore, PHV might act as a mediator between livestream
e-commerce characteristics and the US. Users are more likely to adopt a
favourable mindset and grow connected to the livestream e-commerce
platform if they receive greater hedonic value. Consumers are more
likely to stick with the platform, take part in more livestreamed events,
make purchases, and spread the word about it (Yang and Lee, 2023).
User stickiness consequently rises, resulting in improved retention rates
and sustained engagement. Therefore, we formulate the following
mediation hypotheses.
H13. PHV mediates the relationship between SI and US
H14. PHV mediates the relationship between SS and US
H15. PHV mediates the relationship between GF and US
H16. PHV mediates the relationship between GC and US
H17. PHV mediates the relationship between VL and US
2.2.9. Gender as a moderator
There are differences in the moderating effect of gender on consumer
behaviour. For products that are universally appealing or necessities, it
might have less of an impact (Lee et al., 2019). Gender-related factors
may not be included in routine purchases that are made without
emotional or identification considerations. Gender may not matter in
situations where purchases are motivated by social factors, environ­
mental factors, or neither (Amawate and Deb, 2021). Gender-related
affects may be lessened when shopping online in gender-neutral envi­
ronments or without gender cues (Channa et al., 2022). Gender’s impact
on consumer behaviour may be lessened by changing gender roles and
changing society attitudes, resulting in more individualised preferences
(Ragheb et al., 2022). Gender is by far the most common criterion used
by marketers to segment their customer base. Such a notion is consistent
with the gender schema theory (GST), which explains how different
genders perceived and behave differently from a psychological point of
view (Bem, 1981). As people frequently act in accordance with their
own cognitive frameworks and prior knowledge, it has been shown that
"schema" plays a crucial role in guiding humans in processing,
retrieving, and storing information (Bem, 1981). It was used as
6
Journal of Retailing and Consumer Services 78 (2024) 103707
theoretical underpinning by several researchers thereafter to investigate
the moderating role of gender in consumer behaviour in general as well
as in a variety of retail formats (Lim et al., 2021; Meyers-Levy and Loken,
2015).
Despite the modern tendency to downplay gender differences, past
research has shown that male and female shopping behaviour differs on
many levels (Meyers-Levy and Loken, 2015). For instance, there are
study demonstrated that women are more emotionally and cognitively
impulsive than men by comparing the differences between men and
women in the emotional and cognitive processes associated with IBB as
well as the frequency of IBB between men and women for different
product categories (Coley and Burgess, 2003; Lim et al., 2021). In the
case of hedonic experience purchases, a large part is related to enter­
tainment, which can lead to positive emotions (Arnold and Reynolds,
2012). In a mobile commerce setting, a study by Hashmi et al. (2019)
looked at the effect of hedonic value on impulsive purchasing behaviour.
They discovered that compared to male participants, female individuals
had a greater link between hedonic value and impulsive purchasing.
This shows that hedonic value may have a bigger impact on women’s
propensity for impulsive purchases. Another study by Zhang et al.
(2021), investigated how hedonic value and utilitarian value affected
impulsive purchasing in the setting of online shopping. In contrast to
men, they discovered that hedonic value had a higher positive impact on
impulsive purchasing in women. This suggests that when women
perceive higher hedonic value in their online shopping experiences, they
may be more prone to impulsive buying. Gender disparities exist
because men and female often perceived information and situation in
different ways that directly impact consumer behavioural outcomes, and
therefore, different marketing strategies are used for different genders
(Lim et al., 2021). The process of shopping evokes the strongest emo­
tions, and women tend to be more sensitive to emotions. Consumers who
are more sensitive to emotions or emotional states may have an irre­
sistible urge to purchase. Therefore, the following hypothesis is pro­
posed in this article.
H18. Gender has a moderating effect on the relationship between PHV
and IBB.
It’s intriguing to study how gender, hedonic value, and user sticki­
ness are related. Studies indicate that men may prioritize utilitarian
factors and functional benefits whereas women may prioritize hedonic
experiences and emotional ties in their purchasing decisions. If we adopt
this viewpoint, it is conceivable that women may be more affected by
hedonic value on user stickiness than males due to their greater pro­
pensity for hedonic experiences (Borges et al., 2013). The relationship
between hedonic value and consumer loyalty or intention to return,
which are similar concepts to the US, may be moderated by gender. For
instance, a study conducted in the context of online buying by Walsh
et al. (2008) investigated the effect of hedonic value on consumer revisit
intention. They discovered that compared to male participants, female
participants had a higher favourable impact of hedonic value on revisit
intention. In addition, Molinillo et al. (2021) showed that the associa­
tion between hedonic value and loyalty was stronger for female par­
ticipants than for male participants in their study on the impact of
hedonic value on customer loyalty in the setting of mobile applications.
This suggests that when women feel greater hedonic value in their usage
experiences, they may show greater commitment to mobile applications.
This shows that when it comes to their intention to return to the online
store, women may be more impacted by hedonic experiences when they
shop online. The hedonic atmosphere leads to higher perceived quality,
higher perceived price, and higher purchase intentions among female
consumers. Higher purchase intentions lead to eventual purchase
behaviour, which contributes to higher transaction volumes and US
(Shao et al., 2019). Therefore, the following hypothesis is proposed in
this study.
H19. Gender has a moderating effect on the relationship between PHV
Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

and US. Table 2

Reliability and convergent validity tests.
3. Methodology Variable Items Loadings Cronbach’s Composite Average
alpha reliability variance
To acquire data, this study focuses on users of live streaming e- (CR) Extracted
(AVE)
commerce in China. While traditional consumption, such as catering and
tourism, has almost come to a halt due to the epidemic, the market size SI SI1 0.862 0.843 0.896 0.684
of live shopping continues to expand. According to Chevalier (2022), the SI2 0.850
SI3 0.876
total size of China’s live e-commerce industry reached 1201.2 billion SI4 0.708
yuan in 2021 and is expected to reach 213.73 billion yuan by 2025. SS SS1 0.792 0.844 0.896 0.684
These facts make the Chinese market an appropriate subject for studying SS2 0.869
aspects such as impulse buying, as consumers have widely adopted SS3 0.903
SS4 0.734
livestream shopping as a retail format. To collect and analyze responses
GF GF1 0.817 0.883 0.919 0.738
for testing the hypotheses presented in the previous section, a GF2 0.906
self-administered structured questionnaire that had been thoroughly GF3 0.876
evaluated in the pertinent literature was used. Data collection was GF4 0.836
conducted from February 2023 to April 2023. GC GC1 0.868 0.873 0.913 0.724
GC2 0.858
GC3 0.867
3.1. Survey instrument GC4 0.808
VL VL1 0.872 0.836 0.901 0.752
The first part is a survey of the basic profile of live shopping viewers, VL2 0.857
VL3 0.872
which records demographic data about the respondents’ personal in­
PHV PHV1 0.857 0.893 0.921 0.701
formation. It is used to understand information about the viewers’ PHV2 0.848
gender, age, education, frequency of viewing, etc. The second part is a PHV3 0.853
specific scale measure of the characteristics of live shopping and the PHV4 0.829
mechanisms that influence consumers’ purchasing decisions. To guar­ PHV5 0.799
IBB IBB1 0.826 0.886 0.921 0.745
antee content validity (Hair et al., 2022), this study used previously IBB2 0.884
established measures, which were slightly modified to suit the context of IBB3 0.878
ongoing research (see Appendix A). Measures were adopted from Lin IBB4 0.863
et al. (2022) (SI), Xu et al. (2020) (SS), Ali et al. (2020) and Ma (2021) US US1 0.795 0.878 0.912 0.675
US2 0.895
(GF), De Canio et al. (2021) (GC), Liu et al. (2020) (VL), Lin et al. (2022)
US3 0.841
(PHV), Xu et al. (2020), (IBB) and lastly Li et al. (2021) (US). Reported US4 0.886
reliability levels (Table 2) served as the basis for the item selection US5 0.672
criteria. All measurement items used a five-point Likert scale, and to
ensure face and content validity, two academic marketing experts
reviewed the items. Based on a pilot survey with a conveniently chosen respond to the survey. After establishing the primary goals of the study
sample of 30 LSC customers, there were some modest adjustments. and ensuring data privacy, questionnaires were distributed, and 335
valid replies were obtained. For the use of SMART-PLS to evaluate the
model, a sample size of 100 respondents is recommended. Additionally,
3.2. Sample and data collection procedure
for multivariate analysis, a sample size that is 10 times the number of
measurement items is recommended (Hair et al., 2022). According to
Purposive sampling was used to select respondents who are frequent
Hair et al. (2022), the minimum sample size for minimum path coeffi­
users of LSC since there is no national database of LSC users in China.
cient (0.11–0.2) and significance level of 5% is recommended as 155.
The study required users with live shopping experiences, including both
Additionally, we calculated the appropriate sample size using G*Power
those who had made online purchases and those who had simply
with the following specification: Test family: F Test, Test: Liner multiple
watched live online shopping without buying anything. Therefore, only
regression: Fixed model R2 increase, type of power analysis: A priori:
those who had experienced real-time online shopping were asked to
given alpha, power, and effect size, effect size f2: 0.15, err prob: 0.05,
power: 0.95, and total number and tested predictors as per conceptual
Table 1
framework, and identified 153 as an appropriate sample size. Given that
Demographic analysis.
the present sample size satisfies all of these suggested standards, it is
Variable Item Frequency Percent considered adequate.
Gender Male 169 50.4% The following demographic details pertain to the study’s participants
Female 166 49.6% (see Table 1). Out of the 335 valid responses, 169 (50.4%) were male
Age 18–25 68 20.3%
and 166 (49.6%) were female. In terms of age distribution, 68 (20.3%)
26–30 135 40.3%
31–35 97 29.0% were aged 18–25, 135 (40.3%) were aged 26–30 and accounted for the
36–40 30 9.0% largest proportion, 97 (29%) were aged 31–35 and 5 (1.5%) were aged
Over 41 5 1.5% 41 or older. In the context of education, 95 people (28.4%) were in
Education background College 95 28.4% college, 113 people (33.7%) had a bachelor’s degree, 71 people (21.2%)
Bachelor 113 33.7%
Master 71 21.2%
had a master’s degree, 9 people (2.7%) had a doctorate, and 47 people
PhD 9 2.7% (14%) were from other educational backgrounds. When it comes to the
Other 47 14% time spent watching live streaming shopping per week, 42 people
Watching hours/week 1 or less 42 12.5% (12.5%) watched it 1 time or less, 75 people (22.4%) watched it 2–3
2–3 75 22.4%
times, 81 people (24.2%) watched it 4–5 times, 83 people (24.8%)
4–5 81 24.2%
6–7 83 24.8% watched it 6–7 times, 25 people (7.5%) watched it 8–9 times, and 29
8–9 25 7.5% people (8.7%) watched it 10 times or more. The coverage is relatively
10 or more 29 8.7% wide, and the data is represented by gender, grade, education, and

7
Q. Huang et al.
weekly live viewing.
3.3. Data analysis plan
The data were first analyzed using SPSS to assess the common
method bias (CMB). After the data had been cleaned up in accordance
with Hair et al. (2022) instructions, SMART-PLS 4 software was used to
conduct the analysis (Cheah et al., 2023a,b). Smart-PLS software utilized
the partial least squares structural equation modeling (PLS-SEM)
method, and it is useful in accessing complex relationships between
various latent variables (such as mediation and moderation effects)
while also simultaneously maximising explained variance (Becker et al.,
2023; Cheah et al., 2021). In addition, PLS-SEM is said to outperform
other multivariate methods when the research objective is
prediction-oriented and/or when the research is exploratory in nature
(Cheah, Kersten, Ringle, & Wallenburg; Hair et al., 2022; Wang et al.,
2023), as which was the case for the present study.
4. Analysis
4.1. Preliminary analysis
Prior to testing the measurement model, it is important to diagnose
the cointegration of the model. Common method bias (CMB) and mul­
ticollinearity were taken into consideration to identify any concerns at
this stage. Possible CMB sources were identified, and precautionary
measures were implemented to avoid the same as recommended by past
studies (Low et al., 2021; Podsakoff et al., 2003). Furthermore, Har­
man’s single-factor Test and the results of the principal component
factor analysis revealed no issues related to CMB as the total variance
extracted by one factor is 34.178%, which is less than the recommended
Fig. 2. Measurement model.
Source: Authors’ Own
8
Journal of Retailing and Consumer Services 78 (2024) 103707
threshold of 50% (Podsakoff et al., 2003). The unmeasured latent
method construct (ULMC) test was subsequently conducted (Liao et al.,
2023; Chin et al., 2020). The results in Appendix B show that all sub­
stantive loadings were significant. However, most method loadings
showed insignificant results with either negative or relatively small
values, except for GF3, US3, US4, US5, PHV2, PHV3, PHV4, and IBB2.
The study confirmed that common method bias does not present any
serious issues, as the ratio of substantive variance to method variance
was 98.88:1. Additionally, the correlation coefficient matrix between
variables to determine whether any two variables and whether there is a
very high correlation were also checked (Pavlou et al., 2007). Next,
Fornell and Bookstein (1982) suggest assessing the degree of multi­
collinearity between the variables of the within model through the
Variance Inflation Factor (VIF), Hair et al. (2022) suggest that a VIF <5
indicates that multicollinearity is not a problem. The VIF values between
the latent variables in this study ranged from 0.011 to 1.970, all of which
were less than 5, indicating that co-linearity was less of a problem.
4.2. Measurement model
Fig. 2 shows the measurement model. The internal consistency
(confidence and factor loadings), convergent validity, and discriminant
validity of the measurement model were tested, and the results are
shown in Table 2.
In terms of the internal consistency of the measurement model, both
Cronbach’s α and composite reliability for each variable were above 0.7
(Table 2), indicating that the scale corresponding to each variable had
high internal consistency (Hair et al., 2022). This evaluation of the de­
gree to which the items used for each construct are consistent and
portrays the same meaning resulted in acceptable values. As a result, it is
established to what extent elements on a measurement scale or
Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

questionnaire are related to one another or coherent. These results Table 4

indicated that the scale is reliable to measure the constructs and there­ HTMT for the discriminant validity test.
fore further analysis can be conducted. In terms of convergent validity, GF GC IBB PHV SI SS US VL
the loading values for each measure were above 0.5, indicating that each
GF
measure had good explanatory power for the corresponding variable GC 0.762
(Cheah et al., 2019), which then resulted in average variance extracted IBB 0.472 0.493
(AVE) exceeding 0.5. Therefore, convergent validity is established. The PHV 0.532 0.516 0.605
findings evaluate how closely two or more measuring scales that are SI 0.271 0.316 0.336 0.403
SS 0.435 0.446 0.381 0.432 0.289
supposed to measure the same construct agree with their findings or US 0.531 0.588 0.409 0.538 0.309 0.312
scores. The measurements appeared to be accurate and valid markers of VL 0.473 0.527 0.453 0.500 0.333 0.458 0.458
the same concept, according to strong convergent validity. It gives
assurance that the measures are convergent and consistently measured
the specified concept.
Table 5
As shown in Table 3, the values on the diagonal are the arithmetic Results of the direct effect.
square root of the AVE of each variable, and the values in the lower
Hypothesis Path Effect Standard T- P- Result
triangular matrix are the Pearson correlation coefficients between the
error value value
variables. The absolute values of Pearson’s correlation coefficients be­
H1 SI - > 0.183 0.051 3.626 0.000 Support
tween the variables are smaller than the arithmetic square root of AVE,
PHV
indicating that there is good discrimination between the latent vari­ H2 SS - > 0.130 0.051 2.578 0.010 Support
ables. (Bagozzi, 1981). Low correlation values between assessments of PHV
constructs under study implied that the measurements are distinct and H3 GF - > 0.144 0.065 2.195 0.028 Support
are capturing special features of the construct they stand for. Weak PHV
H4 GC - > 0.212 0.062 3.415 0.001 Support
correlations displayed that distinct underlying constructs are being
PHV
measured by distinct measurements. The degree to which various no­ H5 VL - > 0.184 0.062 2.981 0.003 Support
tions or measures are unrelated to one another. Therefore, a strong PHV
correlation between the measures created to capture various constructs H6 PHV - > 0.626 0.049 12.877 0.000 Support
IBB
is evaluated and results indicated a favourable situation for further
H7 PHV - > 0.493 0.065 7.595 0.000 Support
analysis. US
Next is the Heterotrait-Monotrait ratio (HTMT) as this method en­ H18 Gender x − 0.176 0.085 2.084 0.037 Support
ables an assessment of the true correlation between constructs by PHV - >
comparing the mean of all correlations between different constructs and IBB
H19 Gender x − 0.020 0.094 0.213 0.831 Not
within the same construct (Leguina, 2015). Table 4 shows that all con­
PHV - > Support
structs have values below 0.85, indicating good discriminant validity for US
this study’s scale (Henseler et al., 2015).

and thus the empirical data support H5. PHV had a significant positive
4.3. Structural model
effect on IBB (Effect = 0.626, T = 12.877, p < 0.01), and thus the
empirical data supports H6. PHV had a significant positive effect on the
Prior to evaluating the structural model, the collinearity between the
US (Effect = 0.493, T = 7.595, p < 0.01), thus the empirical data sup­
predictor variables was investigated. The VIF values (0.011–1.970) were
ports H7. The test results showed that the research model explained IBB
below the threshold of 3.33 suggested by Becker et al. (2023), elimi­
and PHV to a moderate extent with R2 values of 32.0%, 36.3%, and
nating the likelihood of predictor collinearity and the problems that
33.4% respectively, and explained US to a low extent, 24.5%. All the
could result from it. This was then followed by an assessment of the
values demonstrated moderate explanatory power (Marcoulides, 2009).
significance of the relationships between constructs. For this purpose,
Next, the findings of effect size (f2) were reported, to assess the path
Bootstrapping algorithms were employed using the SmartPLS 4.0.8.5
significance. The test results showed that f2 (PHV→IBB) = 0.293 (me­
software with 10,000 subsamples (see Becker et al., 2023), and the re­
dium), f2(PHV→US) = 0.164 (medium), f2(GC→PHV) = 0.037 (low), f2
sults were obtained as shown in Table 5.
(GF→PHV) = 0.016 (very low), f2(SI→PHV) = 0.046 (low), f2
SI had a significant positive effect on PHV (Effect = 0.183, T = 3.626,
(SS→PHV) = 0.021 (low), and f2(VL→PHV) = 0.032 (low). The effects
p < 0.01), thus the empirical data support H1. SS had a significant
were moderate but meaningful as recommended by Cohen (2013).
positive effect on PHV (Effect = 0.130, T = 2.578, p < 0.05), thus the
Thereafter, we evaluated the predictive relevance based on the
empirical data support H2. GF had a significant positive effect on PHV
PLSpredict as recommended by Chin et al. (2020) as well as Shmueli
(Effect = 0.144, T = 2.195, p < 0.05), thus the empirical data support
et al. (2019). The model possesses the predictive quality if Q2predict, is
H3. GC had a significant positive effect on PHV (Effect = 0.212, T =
greater than zero (Hair et al., 2022). The test results showed that Q2
3.415, p < 0.01) and thus the empirical data supports H4. VL had a
values of endogenous variables were found to be greater than zero
significant positive effect on PHV (Effect = 0.184, T = 2.981, p < 0.01),

Table 3
The Fornell-Larker criterion for discriminant validity testing.
GF GC IBB PHV SI SS US VL

GF 0.851
GC 0.668 0.859
IBB 0.415 0.434 0.863
PHV 0.473 0.469 0.541 0.837
SI 0.233 0.273 0.292 0.355 0.827
SS 0.370 0.381 0.328 0.380 0.245 0.827
US 0.468 0.528 0.365 0.484 0.268 0.271 0.822
VL 0.405 0.458 0.393 0.437 0.281 0.388 0.398 0.867

9
Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

ranging from 0.152 to 0.248. This indicates a good predictive power of
the endogenous latent variables because a higher Q2predict value means
a better predictive power.
4.4. Mediation analysis
We followed a technique suggested by Nitzl et al. (2016) to assess the
mediating effect. The results are displayed in Table 6. The first group of
mediating hypotheses is related to selected live streaming characteristics
→ PHV → IBB. Firstly, the study discovered that PHV derived from SI
significantly influences IBB. The impact value of 0.115, with a confi­
dence interval of [0.016, 0.123], indicates that the presence of SI en­
hances the PHV of the livestreaming experience, which in turn affects
IBB. This result lends credence to the idea that IBB and SI are mediated
by PHV (H8). Similarly, the study found that GC and SS sense indirectly
influence IBB through PHV. The confidence intervals that do not contain
0, the effect values of 0.082 and 0.090 as well as the confidence interval
of [0.013,0.180] and [0.020,0.147], respectively, show that PHV me­
diates the associations between these variables and IBB (H9 & H10).
This shows that appealing styles adopted by streamers and the use of
gamification tactics enhance perceived hedonic value, increasing
impulsive purchasing behaviour. The study also discovered that through
PHV the sense of pleasure significantly influences IBB. The association
between GF and IBB is mediated by PHV (H11), according to the effect
value of 0.133 with a confidence interval of [0.009, 0.152]. This sug­
gests that when customers have positive experiences, their perception of
their hedonic value is increased, which in turn triggers impulsive
behaviour. Finally, the mediating path "VL - > PHV - > IBB" corresponds
to an effect value of 0.115, with a confidence interval of [0.032,0.160],
which does not contain 0, therefore hypothesis H12 is supported.
Therefore, PHV displayed a mediating role in relationships between all
selected live-streaming characteristics and IBB.
The second group of mediating hypotheses is related to selected live
streaming characteristics → PHV → US. Firstly, the study discovered
that, through PHV, SI significantly influences the US in an indirect
manner. According to hypothesis H13, PHV mediates the link between
SI and the US. The effect value of 0.090, with a confidence interval of
[0.055, 0.218], supports this claim. The study also demonstrated that
VL, GF, SS, and GC all have indirect effects on user stickiness through
PHV. Hypotheses H14, H15, H16, and H17 are supported by effect
values of 0.064, 0.071, 0.105, and 0.091, respectively, with confidence
intervals that do not contain 0. The confidence intervals are
[0.050,0.178], [0.041,0.197], [0.040,0.146], and [0.046,0.175]
respectively. This shows that the links between these livestream char­
acteristics and user stickiness are mediated by PHV.
4.5. Moderation Analysis
The moderating role of gender in the relationship between PHV and
IBB, as well as the US, was then studied. First, gender was dummy coded
as a categorical variable in SPSS (i.e., 0 for females and 1 for males). A
bootstrapping procedure with 5000 samples was used to establish
whether the interaction effect is significant, using the no sign changes
option, BCa bootstrap, two-tailed testing, and conventional PLS-SEM
algorithm configuration.
Gender x PHV had a significant effect on IBB (Effect = − 0.176, T =
2.084, p < 0.05) (see Table 5), therefore the empirical data supports
H18. As can be seen from Fig. 3, the effect of PHV on IBB was less steep
for the male group (red line) than for the female group (green line).
Therefore, when it comes to the effect of PHV on IBB, the female group is
affected more than the male group suggesting gender moderates such
relationships. Thereafter, the same procedure was followed to test the
moderating role of gender in the relationship between PHV and the US.
Gender x PHV did not have a significant negative effect on US (Effect =
0.085, T = 1.217, p > 0.05) (see Table 5), therefore H19 did not pass the
test.
4.6. Importance-Performance Map Analysis
In order to gain further vital insights from the results, we delve
deeper into the same by employing an additional approach. Importance-
Performance Map Analysis (IPMA) method is a supplementary method
recommended by Ringle and Sarstedt (2016). This approach enables us
to identify the significance of the most important antecedent constructs
while determining a specific target construct by using the average latent
variable scores. Fig. 4 displays the variable representation for IBB in
IPMA diagram. The performance of the antecedent construct is repre­
sented on the Y axis, and its significance in defining the target con­
structions is shown on the X axis. PHV is the most important predictor
with a value of 0.439 followed by VL (0.189) with a big difference in
importance value. The least important predictor is SS (0.128) which is
also a high-performance variable (60.217). Other variables ranged from
46 to 56 in terms of performance. GC is the lower-performing variable
with a value of 46.884.
Fig. 5 displays the variable representation for the US in the IPMA
diagram. For this dependent variable, the most important predictor is
also GC (0.299) followed by PHV (0.266), GF (0.190), VL (0.163), SI
(0.105), and lastly SS (0.013). SS seems to be the least important not just
for predicting IBB but also for the US. In terms of performance, SS
(60.217) ranks first among all predictors followed by SI (57.624), VL
(56.253), PHV (54.785), and GF (47.942). The least performing pre­
dictor is GC with a value of 46.884. These deeper insights are of great
importance to provide further managerial implications.
5. Discussion
In this study, the effect of external stimuli on consumers’ PHV,
resulting in IBB and US, was investigated from the perspective of SOR
theory. The analysis aimed to respond to four stated research objectives.
First, the effects of streaming e-commerce characteristics on PHV were
examined, and then the effects of PHV on IBB and the US were deter­
mined. The analysis then focused on how gender influences both the
links between PHV and IBB, as well as the US.
The findings show that SI has a significant positive relationship with

Table 6
Mediation analysis.
No. path Effect Standard error T-Value P-Value Bias-corrected 95% CI Result

H8 SI - > PHV - > IBB 0.115 0.033 3.475 0.001 [0.016,0.123] Support
H9 SS - > PHV - > IBB 0.082 0.033 2.495 0.013 [0.013,0.180] Support
H10 GF - > PHV - > IBB 0.090 0.042 2.137 0.033 [0.020,0.147] Support
H11 GC - > PHV - > IBB 0.133 0.041 3.223 0.001 [0.009,0.152] Support
H12 VL - > PHV - > IBB 0.115 0.040 2.889 0.004 [0.032,0.160] Support
H13 SI - > PHV - > US 0.090 0.027 3.324 0.001 [0.055,0.218] Support
H14 SS - > PHV - > US 0.064 0.028 2.330 0.020 [0.040,0.146] Support
H15 GF - > PHV - > US 0.071 0.036 1.961 0.050 [0.041,0.197] Support
H16 GC - > PHV - > US 0.105 0.033 3.163 0.002 [0.046,0.175] Support
H17 VL - > PHV - > US 0.091 0.033 2.728 0.006 [0.050,0.178] Support

10
Q. Huang et al.
Fig. 3. Moderation analysis.
Source: Authors’ Own
Fig. 4. IPMA: Constructs’ standardized effects for IBB.
Source: Authors’ Own
PHV in the live-streaming shopping environment (β = 0.183, p < 0.01).
The results demonstrate the importance of SI as a feature in the live-
streaming shopping environment, enabling real-time interactions be­
tween consumers and the platform. This interaction breaks the limita­
tions of traditional online shopping in delivering information, making
the shopping experience livelier and more interesting, and enhancing
the PHV of the consumer. The positive effect of SI on various consumer
outcomes is tested in extant literature related to e-commerce as well as s-
commerce such as purchase intention (Clement et al., 2020), and con­
sumer engagement Kang et al. (2021). The variable is also tested in the
context of livestream commerce on outcomes such as IBB (Lin et al.,
2022). However, the current study uncovers the positive impact of SI on
11
Journal of Retailing and Consumer Services 78 (2024) 103707
PHV in a live-streaming context. SS was also shown to have a positive
impact on PHV (β = 0.130, p < 0.05). SS has been invested in various
retail formats including live stream but most of the focus was on iden­
tifying its impact on purchase intention (e.g., Chen and Lin, 2018). Our
study posits its positive effect on PHV. The style of the streamer is an
integral part of that brand, and its unique style can better engage con­
sumers. When watching a live stream, the streamer makes consumers
feel happy during the viewing process through his humorous and
light-hearted presentation as well as his excellent performance skills,
which in turn generates higher interest to pay attention to the product
information and complete the purchase. Among the factors influencing
perceived enjoyment, the effect of GF also proved to be significant (β =
Q. Huang et al.
Fig. 5. IPMA: Constructs’ standardized effects for US.
Source: Authors’ Own
0.144, p < 0.05), in line with the findings of (Hsu and Lin, 2021). The
live-streaming shopping platform provides a new shopping experience
for viewers, who can place a purchase order directly while watching the
anchor showcase and introduce the product. This shopping process
brings a certain psychological satisfaction to consumers in several ways,
thus contributing to the PHV of the viewer. Theoretically, GF is the
antecedent of hedonism when it was investigated in the context of
e-commerce (Overby and Lee, 2006) as well as m-commerce (Dastane
et al., 2023). Our findings which are focused on Livestream commerce
are consistent with the extant literature in another retail format.
Among the features of the live streaming shopping environment, the
effect of GC on PHV was the most significant (β = 0.212, p < 0.01) and
validates that GC of the experience can influence consumers’ PHV. By
stimulating the competitive mentality and desire to win through the
inclusion of GC in the live streaming, viewers can be more stimulated
and excited by the stimulating and fun competitive nature of the viewing
process, thus enhancing their sense of pleasure. GC is the well-
established antecedent of PHV in several other retail formats and is of
key importance to drive purchase intention (e.g., Dastane et al., 2023;
Hsu and Chen, 2018) and our findings confirm the same in the live­
stream context. Finally, the findings confirm the VL hypothesis of
perceived PHV (β = 0.184, p < 0.01). The live-streaming platform
created a unique atmosphere through elements such as live music,
lighting, and props, providing an immersive experience for viewers to
feel the atmosphere and emotions of the scene. Throughout the viewing
process, merchandise is presented in the form that viewers enjoy the
most, promoting joyful emotions, in line with the findings of Liu et al.
(2020) which were in the context of social commerce.
In addition to the above, Hypotheses H6 and H7 focus on the rela­
tionship between consumers’ PHV and consumer behaviour. The find­
ings suggest that PHV has a significant effect on both impulsive purchase
behaviour (β = 0.626, p < 0.01) and US (β = 0.493, p < 0.01). The β
value suggests that the impact of PHV on IBB is quite prominent as with
1 percent change in PHV may result in a 62.6 percent increase of IBB.
Additionally, the impact of PHV on stickiness is stronger as well with a 1
percent change in PHV may result in a 49.3 percent increase in the US.
H6 confirms that perceived enjoyment plays a key role in influencing
consumers’ intention to make impulsive purchases in the context of live-
streaming shopping, in line with (Lavuri, 2021; Zheng et al., 2019)
et al.’s findings. Online consumers’ IBB may be influenced by their
perceived enjoyment, which can be reflected in online consumers’ he­
donic attitudes. However, our study focuses on specific PHV arising from
12
Journal of Retailing and Consumer Services 78 (2024) 103707
selected livestream commerce factors and therefore results in a stronger
effect of PHV on consumer behaviour aspects in the retail format under
study. During live streaming, IBB is highly likely to occur once con­
sumers’ hedonic psychology is satisfied. Also, the findings of H7
demonstrate that the higher the PHV consumers receive, the higher the
impact on brand loyalty and stickiness intention, in line with the find­
ings of Kuikka and Laukkanen (2012) in the e-commerce context. PHV
can enhance the user’s experience and enjoyment of shopping, thus
increasing the user’s enjoyment of a product or service. When users feel
pleasure and satisfaction in using a product or service, they will be more
inclined to continue using it, thus increasing the US. The impact of PHV
on engagement and stickiness is investigated from time to time but the
current study has specific antecedents of PHV grounder in core
live-stream characteristics which better explains the result in specific
livestream retail types.
Mediation hypotheses were developed and analyzed as part of the
SOR-based model even though they weren’t a part of the research
questions. The correlations between specific live-streaming e-commerce
features and IBB are discussed in hypotheses H8 through H12 with
respect to the mediating role of PHV. The finding that PHV mediates the
link among these traits supported all four predictions. PHV was hy­
pothesized to moderate the association between a few live-streaming
parameters and the US in hypotheses H13 to H17, which were also
approved. The findings were in line with findings in the body of litera­
ture that focused on how PHV mediates retail features’ impact on IBB (e.
g., Dastane et al., 2023; Zha et al., 2023) and the US (e.g., Xu et al.,
2020) in the context of as well as Internet commerce.
Furthermore, hypotheses H18 and H19 also explored the moderating
effect of gender between PHV on both IBB and the US. The results of H18
demonstrated a significant effect of gender on the relationship between
PHV and IBB (β = − 0.176, p < 0.05), with women being more
emotionally and cognitively impulsive, resulting in more frequent IBB
than men (Coley and Burgess, 2003). While both men and women
engage in impulsive purchasing, our findings suggest that women
display higher levels of impulsive purchasing than males. In the current
context of livestream e-commerce, factors causing such impulsivity
through hedonism are SI, SS, GF, GC, and VL. Given these gender dif­
ferences, it stands to reason that gender can attenuate the relationship
between hedonic value and impulsive purchasing behavior in the live­
stream context as well. But importantly, such sources of hedonism are
clearly identified in our framework with a clear focus on the livestream
commerce context. Women who have a high hedonic value orientation
Q. Huang et al.
may be more prone to impulsive purchasing than males who have the
same orientation. Women may make impulsive purchases prompted by
pleasure-seeking objectives due to the emotional and experiential as­
pects of shopping. Men with a high hedonic value orientation may be
less likely to make impulsive purchases than women with the same
orientation. Their emphasis on utility may lead to more comprehensive
and cautious purchasing decisions, lowering the possibility of impulsive
purchases. Various factors, including social and cultural standards,
self-control, and emotional regulation, can explain the gender difference
in impulsivity. Women may be more prone to impulsive purchases
motivated by emotional stimulation, sales incentives, or a desire for
rapid fulfillment (Lim et al., 2021).
However, the results of the H9 study showed that gender did not
moderate the relationship between PHV and US in the live-streaming
shopping environment (β = 0.085, p > 0.05). The possible reason for
this result is that, in the online shopping environment, although con­
sumers’ purchase behaviour differs slightly by gender, it depends on
personal interests, personal considerations, and other factors (Jeljeli
et al., 2022), and these personal factors are the main causes of con­
sumers’ hedonic emotions and contribute to their purchase behaviour,
which cannot be divided entirely by gender. At the same time, con­
sumers’ willingness to continue using a product or service depends
mainly on their satisfaction after actual use (Bhakat and Muruganan­
tham, 2013), and the PHV of satisfaction, which leads to increased
repeat purchases, is focused on the product or service itself and is not
strongly associated with gender differences. Therefore, the impact of
PHV on consumer stickiness based on gender differences does not prove
to have a substantial moderating effect.
Grounded on the finding highlighted above, there are several reasons
why gender may not have had a significant moderating influence in the
study. Insufficient sample size, measurement restrictions and statistical
considerations are a few typical factors. Additionally, there may be other
elements, such as gender group homogeneity or a genuine lack of
moderation (Lim et al., 2021). Firstly, if the study sample consists of
people who are quite homogeneous in terms of gender-related experi­
ences, attitudes, or behaviors, it may be less likely to uncover a signif­
icant moderating impact. It is more difficult to detect differences across
groups when there is little internal variation. It is also possible that the
relationship between the variables under investigation is not moderated
by gender at all (Cheah et al., 2021). Other factors may have a more
significant impact on the relationship, and gender may not be a mean­
ingful issue at all. It is important to remember that the lack of a
moderating effect does not necessarily mean that there is no correlation
between gender and the variables being studied. It simply indicates that
the evidence does not support a significant gender moderation effect in
the study or analysis in question.
6. Conclusion
6.1. Theoretical implications
The literature on live-streaming e-commerce, which has been rapidly
adopted by retailers, is being enriched by this study’s theoretical con­
tributions in a wide range of domains. Firstly, in response to the extant
literature which only partially reveals the stimuli of live-streaming
shopping on consumers’ psychological states, this study summarizes
the various aspects of live shopping in a comprehensive way by
considering the latest developments in live-streaming. Current literature
focuses on investigating various factors affecting IBB (e.g., Lin et al.,
2022; Zhang et al., 2022), but the current study extends such efforts in
identifying the impact of such factors as well as new factors on the US.
Marketing researchers can gain clear insights from these findings to
further enrich SOR theory in the future.
Secondly, based on the SOR theory, this study proposes various
stimuli in the live shopping environment, including SI, SS, GF, GC, and
VL, and confirms the positive impact of these external features on
13
Journal of Retailing and Consumer Services 78 (2024) 103707
consumers’ PHV. The results of this study bridge a theoretical gap in the
role of PHV within consumers’ behavior in live shopping scenarios. This
study also determines the extent to which such aspects produce hedonic
perceptions by contributing to the literature on perceived value and
extending it to live-streaming commerce from mobile commerce (e.g.,
Dastane et al., 2023; Huang et al., 2019). Despite efforts to explore as
well as investigate perceived value in general and hedonic value in
specific, extant literature studies various phenomena and consumer
decision-making aspects in various retail formats (e.g., e-commerce,
s-commerce, m-commerce) but studies in the context of livestream
e-commerce remain unexplored. As the current study identifies specific
elements of PHV in the context of livestream e-commerce, future studies
can build on this foundation to explore various other aspects of customer
perceived value for this retailing format and present a holistic model for
livestream e-commerce perceived value.
Finally, gender was used in this study to evaluate its moderating
impact on the association between consumers’ hedonic emotions and
IBB by incorporating the Gender Schema theory (GST) (Bem, 1981) into
our model. The findings confirm that gender moderates the relationship
between consumer hedonic emotions and IBB in the live shopping sce­
nario, and that gender does not moderate the effect of hedonic emotions
on the US, contributing to theoretical research in this area. The earlier
literature in the context of m-commerce as well as s-commerce has
repeatedly claimed that men and women tend to view things differently
while shopping (Lim et al., 2021; Ameen et al., 2020). However, the
current findings enrich the GST by extending the same not only to novel
consumer purchase decisions (e.g., IBB, US) but also to a new retail
format (e.g., livestream e-commerce). Table 7 specifies the theoretical
contribution of current study.
6.2. Practical implications
The results of this study also provide several practical implications
for the Livestream e-commerce industry. Firstly, the results suggest that
live streaming is a new marketing tool that has unique advantages in
enhancing consumers’ PHV. Therefore, marketers can design more
interactive sessions in live streaming and optimize the interaction be­
tween consumers and the platform to showcase product information and
features while increasing consumer engagement and thus making con­
sumers feel psychological pleasure. The anchor is a key player in the
live-streaming platform who interacts directly with consumers and
whose performance will directly impact the psychological response of
consumers when watching live-streaming shopping (Guo et al., 2022).
Merchants are focused on recruiting anchors with the expertise and
skills to provide a high-quality live shopping experience for consumers
and increase sales conversions (Chen et al., 2022). However, collabo­
rations with influencers (Cheah et al., 2019), who are key in influencing
how viewers perceive things, are common in streaming live e-com­
merce. Managers should pick influencers wisely who have a reputation
for facilitating hedonic shopping experiences. Influencers can increase
perceived hedonic value and encourage impulsive purchasing behavior
if they have a charming personality, an engaging presentation style, and
a strong connection with their audience. Therefore, it is recommended
that rather than just knowledge aspects, the overall style of streamers
needs to be considered for generating more IBB.
By providing high-quality products and services, and optimizing the
content of the live stream, consumers can enhance their shopping
experience and gain a sense of satisfaction and enjoyment. Given that
more and more game design elements and mechanisms are being com­
bined in live streaming platforms, which greatly enhances consumers’
interest and enables them to enjoy the joy of gameplay when watching
live streaming (Hsu and Chen, 2018), businesses can design more game
quizzes, quizzes, and other content, which can be combined with live
streaming content to increase viewers’ interactivity and participation.
To generate excitement and a sense of urgency during livestream com­
merce events, managers can make use of limited time offers and
Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

Table 7 encourage participation that is personalized during live-streamed

Contributions of the study. shopping events. Using interactive polls, surveys, and real-time con­
Author (Year) Key Contributions Additions by the current study versations to engage viewers and give them a sense of ownership over
the purchase process may also result in enhancing stickiness as well as
Lin et al. (2022), According to the findings, The current study extends such
Yang et al. customers’ perceived efforts in identifying the IBB. To increase the hedonic value, managers can customize product
(2021) enjoyment is positively impact of additional factors recommendations and promotions based on customer preferences.
stimulated by demand, such as SI, SS, GF, GC, and VL Personalized interaction increases the sense of uniqueness and satis­
convenience, involvement, on IBB through PHV. faction, encouraging impulsive purchasing. Therefore, it is important to
and playfulness. Moreover,
their desire to make an
create a mechanism where customers are rewarded for making sugges­
impulsive purchase is tions, submitting reviews, or sharing their experiences. This may not
directly motivated by such only promote involvement but also heightens the sense of satisfaction.
perceived enjoyment and Managers can raise the hedonic value connected to the live stream
satisfaction.
commerce event, encouraging IBB, by praising and rewarding con­
Cui et al. (2022), Live streaming, because of Our study, on the theoretical
Zhang et al. its high level of interaction foundation of SOR, sumers’ involvement and contributions. By incorporating novel com­
(2022) and rich sensory investigates various stimuli in ponents, themes, and surprises, livestream commerce events would
experience, frequently the live shopping environment remain engaging and intriguing. To ensure this, managers can provide
results in customers making (apart from interaction and new gamification strategies, incentives, and interactive elements as due
impulsive purchases sensory experience), including
SI, SS, GF, GC, and VL, and
to consumers’ need for distinctive and pleasurable experiences, novelty
confirms the positive impact of causes hedonic reactions and raises the possibility of impulsive buying.
these external features on Practitioners need to inspire viewers to participate in social
consumers’ PHV resulting in networking and group-building activities connected to the streaming
IBB.
event. This can be executed by making specific hashtags, supporting
Dastane et al. PHV is formed of GF, GC, Our study further adds factors
(2023), Huang interface and interaction in (SS and SI) contributing to PHV user-generated material, and promoting viewer discussion. Managers
et al. (2019) the context on online and in specific context of live can enhance their hedonistic experience and encourage impulsive
mobile shopping. streaming. We also buying by building a sense of community and social connection as
investigated extent to which impulsive buying is motivated by a desire for social approval and
such aspects produce hedonic
belonging. The visual experience is also the most important issue for live
perceptions by contributing to
the literature on perceived shopping platforms to focus on. The main thing for merchants is to first
value and extending it to live- ensure the layout of the live streaming room, with clear and concise
streaming commerce from background colours and fonts to highlight key points, and secondly to
mobile commerce
ensure that the video quality is clear and stable to provide a better
Bao and Zhu According to the findings, a The additions are made by a
(2023), Li et al. live streaming commerce current study specifically viewing experience. In addition, other small details such as camera
(2021), platform’s vividness, real- studying the hedonic angles, sound effects, and volume control can have a huge impact on the
Pereira et al. time interaction, and dimension of perceived value viewer’s visual experience. The more appealing the visuals are, the more
(2022) diagnosticity are factors which is a multidimensional perceived pleasure they provide to the consumer. These are the most
that influence customers’ construct. Moreover, factors
effective ways to enhance the consumer’s hedonic experience.
perceived value and leading to PHV that motivates
satisfaction, which in turn US are comprehensively Next, PHV has a positive impact on the US. Therefore, companies
affects their intention to investigated on the foundation should focus on enhancing the PHV of their products or services to in­
stick around. of SOR framework. crease both US and loyalty. By optimizing these features of live-
Perceived value motivates
streaming shopping platforms, consumers’ hedonic emotions will be
engagement and
attachment with flatform.
maximized, driving impulse and repeat purchases on the platform. At
Lim et al. (2021), Findings in the context of Our findings confirm that the same time, gender differences should also be considered in live
Ameen et al. m-commerce as well as s- gender moderates the marketing campaigns, as evidenced by the research findings that gender
(2020), Tong commerce have confirmed relationship between moderates the relationship between consumer enjoyment and IBB.
et al. (2022) that consumer behaviour of consumer hedonic value and
Marketers should adapt their live streaming marketing strategies ac­
, Xiong et al. men and women tend to IBB in the live shopping
(2023) defer while shopping. scenario and that gender does cording to gender differences in order to better facilitate consumers’
Gender moderates not moderate the effect of purchasing behaviour. During live shopping, women are more likely
purchase intention in hedonic value on the US. The than men to be happy and thus leading to IBB, which can provide a
livestreaming retail format. current findings enrich the GST
significant message to merchants about their marketing strategies.
by extending the same not only
to novel consumer purchase
Merchants can target female consumers with marketing stimuli such as
decisions (e.g., IBB, US) but topics and content that interest them to drive purchases and increase
also to a comparatively novel sales conversions. In terms of increasing consumer stickiness, merchants
retail format (e.g., livestream can tailor their sales strategies to meet the needs of consumers and the
e-commerce).
market, attracting them with high-quality products and services and
converting them into loyal customers. From the insights of IPMA,
exclusive discounts. To increase the hedonic value of purchasing the Additionally, managers need to focus on predictors of top importance
product, emphasis can be on the rarity and uniqueness of the offers. As such as PHV in the case of IBB and GC in the case of the US. By focusing
customers try to take advantage of the opportunity before it expires, this on PHV, managers can ensure more impulse purchases and in order to
excitement may lead to impulsive buying behavior. Managers can pro­ ensure better engagement, gamification-based activities must be
mote speedy and frictionless transactions to highlight the livestream encouraged. High performing predictor such as SS, is the least important
commerce’s focus on instant satisfaction. This can be done by giving in terms of predicting IBB as well as the US, therefore, managers can
extra prizes for immediate purchases made during the webcast or giving focus more on other predictors than SS to ensure better results with
expedited shipment choices. Managers can foster hedonism and impul­ effectiveness as well as efficiency.
sive spending by caving to consumers’ desires such as immediate re­ To comprehend the characteristics and preferences of the target
wards and gratification. One of the ways to execute the same is to market, managers are recommended to conduct a thorough market
analysis. Analyzing gender-specific purchasing habits, passions, and

14
Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

drivers falls under this recommendation. Marketers can adjust their
strategy in accordance with the disparities in how men and women
interact with livestream commerce by understanding these differences.
This can be done by creating material that resonates with particular
gender groups. For instance, showing goods, giving examples of them, or
featuring testimonies that speak to the interests and preferences of each
gender. To engage the target gender audience in the livestream, man­
agers need to consider the language, imagery, and messaging that are
being used. It is recommended to select influencers who have a signifi­
cant impact on the target audience’s gender. It can be achieved by
working with influencers who have a sizable fan base and active
involvement from the particular gender demographic you are aiming
for. Influencers that connect with their audience on a similar level can
successfully influence gender-specific purchasing patterns. In order to
find such trends and patterns, researchers continually examine data on
gender-specific purchasing behaviours and engagement indicators. On
the other hand, practitioners should learn more about how effective
gender moderation tactics are by keeping an eye on metrics like click-
through rates, conversion rates, and time spent watching livestreams.
It is advised to utilize this information to improve upcoming livestream
commerce events and marketing tactics.
6.3. Limitations
Some prospective areas for future research can be explored to
address the limitations of the current study. The limitations mainly
emerge from sampling discrepancy and the possible omission of more
theoretical gaps which may exist. Firstly, there is still more to be added
to the external environmental stimuli of live-streaming shopping, such
as virtual reality and artificial intelligence (AI)-based anchors. The
emergence of new technologies has influenced the paradigm of retailing
and marketing. Immersive experiences through virtual reality may act as
stimuli resulting in PHV (Liao et al., 2023). Additionally, the impact of
AI-based anchors in terms of emotional connection, enhanced trust
(Pereira et al., 2022), etc. may also result in PHV and IBB, which require
further investigation. Additionally, IBB can be of different types such as
unplanned or planned. Future studies can consider a more detailed
approach while investigating IBB in a livestream retail context. Sec­
ondly, as the types of products available on live shopping platforms are
diverse, and consumer habits and behaviors vary from product to
product, future research could further investigate live shopping in a
particular industry and explore the moderating role of gender in that
segment to obtain further insights. Thirdly, further research should be
conducted to determine the consistency of the findings, given the
insignificant gender moderation finding in the US setting.
Next, the sampling technique utilized in a research study might not
correctly represent the total population. The results may not be gener­
alizable to other populations if the sample is not diverse or representa­
tive, which restricts their applicability. It is possible to confirm the
robustness and generalizability of the findings by doing replication
studies using other samples and settings. The theoretical underpinnings
and the creation of a more extensive knowledge base are both
strengthened through replication studies. In the future, research might
concentrate on using more varied sample techniques to ensure that
various populations, such as those from various genders, age groups,
ethnicities, or socioeconomic backgrounds, are represented. Firth, the
current investigation is based on a foundation of extant literature and is
deductive in nature. Longitudinal studies that examine the research
topic over an extended period of time might offer insights into the dy­
namics and alterations of the relationships being studied. This method
would make it easier to capture the temporal characteristics and look at
how the variables change over time. The research topic may be better
understood by combining both qualitative and quantitative research
approaches. This integrated strategy would enable a deeper investiga­
tion of the theoretical ideas and offer a more comprehensive context for
interpretation.
Finally, admitting a research study’s shortcomings, such as in­
consistencies in the sampling technique and theoretical gap coverage,
creates an opportunity for additional research that addresses these
constraints and advances our understanding of the subject. Researchers
can contribute to a more complete and nuanced understanding of the
phenomenon being examined by resolving these constraints and pur­
suing new research directions.
CRediT authorship contribution statement
Qianru Huang: Data curation, Formal analysis, Methodology,
Validation, Writing – original draft. Omkar Dastane: Conceptualiza­
tion, Data curation, Formal analysis, Investigation, Methodology, Proj­
ect administration, Supervision, Validation, Writing – original draft,
Writing – review & editing. Tat-Huei Cham: Data curation, Formal
analysis, Methodology, Project administration, Supervision, Writing –
review & editing. Jun-Hwa Cheah: Data curation, Formal analysis,
Software, Supervision, Writing – review & editing.
Declaration of competing interest
We confirm that this manuscript has not been published elsewhere
and is not under consideration by another journal. All authors have
approved the manuscript and agree with its submission to the Journal of
Retailing and Consumer Services.
We know of no conflicts of interest associated with this publication,
and there has been no significant financial support for this work that
could have influenced its outcome.
Data availability
Data will be made available on request.
Acknowledgment
There is no funding received for this research.

Appendix A. Measurement Items

Construct Code Item Source

Social interaction
Streamer’s style
Gratification
SI1 I can communicate directly with the online streamer Lin et al. (2022)
SI2 I can communicate directly with other participants
SI3 I can interact with others by leaving a message
SI4 I can read other participants’ responses
SS1 The live-streaming streamer is talented Xu et al. (2020)
SS2 The streamer has an enjoyable live-streaming style
SS3 The streamer has an interesting personality
SS4 The streamer has an appealing appearance
GF1 When I am in a bad mood, live-streaming shopping makes me feel better Ali et al. (2020)
(continued on next page)

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Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

(continued )
Construct Code Item Source

GF2 To me, live-streaming shopping is a way to relieve stress.

GF3 I watch live-streaming shopping when I want to treat myself to something special
GF4 I find live-streaming shopping to be a good approach to relieving boredom. Ma (2021)
Gamification GC1 When I watch live-streaming shopping, I feel like playing a game. De Canio et al. (2021)
GC2 Live-streaming shopping makes me feel like a winner.
GC3 Live-streaming shopping is like a gamified experience.
GC4 Live-streaming shopping is a challenging experience.
Visualization VL1 The visualization of live-streaming looks very comfortable Liu et al. (2020)
VL2 The visualization display content of live streaming is rich
VL3 I think the visualization of live streaming is very humanized
Perceived Hedonic Value PHV1 It makes me happy while watching live-streaming shopping Lin et al. (2022)
PHV2 I can feel the happy atmosphere in the live-streaming shopping
PHV3 The atmosphere created by the live streaming makes me feel very happy
PHV4 I am very happy to be able to interact directly with the online streamer
PHV5 I enjoy watching live-streaming shopping
Impulsive Buying behaviour IBB1 While watching the live-streaming, I buy things that I had not intended to purchase. Xu et al. (2020)
IBB2 While watching the live-streaming, I often buy things spontaneously.
IBB3 While watching the live-streaming, I often buy things without thinking
IBB4 While watching the live-streaming, I feel like buying more things than I need
User Stickiness US1 I would stay for a long time while browsing live-streaming shopping platforms. Li et al. (2021)
US2 I usually spend a lot of time watching lives on live-streaming shopping platforms
US3 I intend to prolong my stays on live-streaming shopping platforms.
US4 I am in the habit of looking for new videos on this platform while accessing the internet.
US5 I would visit this platform frequently.

Appendix B. Assessment of common method bias using the unmeasured latent method construct (ULMC)

Construct Path Substantive Substantive t-value Path Method Method t-value

Loading Variance Loading Variance

Social Interaction Social Interaction - > SI1 0.935 0.874 52.258** Method - > − 0.073 0.005 1.125
SI1
Social Interaction - > SI2 0.919 0.845 48.982** Method - > 0.078 0.006 1.037
SI2
Social Interaction - > SI3 0.917 0.841 41.676** Method - > − 0.072 0.005 1.156
SI3
Social Interaction - > SI4 0.868 0.753 35.878** Method - > 0.069 0.005 1.823
SI4
Streamer’s Style Streamer’s Style - > SS1 0.864 0.746 26.334** Method - > − 0.018 0.000 0.514
SS1
Streamer’s Style - > SS2 0.841 0.707 24.055** Method - > 0.054 0.003 0.401
SS2
Streamer’s Style - > SS3 0.904 0.817 63.140** Method - > − 0.051 0.003 1.702
SS3
Streamer’s Style - > SS4 0.851 0.724 26.579** Method - > − 0.067 0.004 1.818
SS4
Gratification Gratification_ - > GF1 0.903 0.815 38.441** Method - > − 0.063 0.004 1.352
GF1
Gratification_ - > GF2 0.902 0.814 44.787** Method - > − 0.042 0.002 0.053
GF2
Gratification_ - > GF3 0.837 0.701 20.615** Method - > 0.107 0.011 2.038*
GF3
Gratification_ - > GF4 0.897 0.805 36.128** Method - > − 0.040 0.002 1.013
GF4
Gamification Gamification - > GC1 0.855 0.731 28.718** Method - > − 0.067 0.004 1.299
GC1
Gamification - > GC2 0.822 0.676 23.354** Method - > 0.092 0.008 1.484
GC2
Gamification - > GC3 0.886 0.785 36.841** Method - > 0.085 0.007 1.348
GC3
Gamification - > GC4 0.875 0.766 36.757** Method - > − 0.085 0.007 1.034
GC4
Visualization Visualization - > VL1 0.894 0.799 60.229** Method - > − 0.091 0.008 1.134
VL1
Visualization - > VL2 0.904 0.817 84.675** Method - > 0.095 0.009 1.566
VL2
Visualization - > VL2 0.887 0.787 41.674** Method - > − 0.091 0.008 1.381
VL3
User Stickiness User Stickiness - > US1 0.862 0.743 25.138** Method - > − 0.072 0.005 1.756
US1
User Stickiness - > US2 0.869 0.755 31.868** Method - > − 0.097 0.009 0.967
US2
(continued on next page)

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Q. Huang et al. Journal of Retailing and Consumer Services 78 (2024) 103707

(continued )
Construct Path Substantive Substantive t-value Path Method Method t-value
Loading Variance Loading Variance

User Stickiness - > US3 0.885 0.783 33.006** Method - > − 0.068 0.005 2.158*
US3
User Stickiness - > US4 0.865 0.748 27.996** Method - > 0.148 0.022 3.927**
US4
User Stickiness - > US5 0.877 0.769 28.226** Method - > 0.150 0.023 3.935**
US5
Perceived Hedonic Perceived Hedonic Value - > 0.682 0.465 14.198** Method - > 0.090 0.008 1.497
Value PHV1 PHV1
Perceived Hedonic Value - > 0.847 0.717 35.718** Method - > − 0.094 0.009 2.400*
PHV2 PHV2
Perceived Hedonic Value - > 0.758 0.575 24.749** Method - > 0.153 0.023 3.603**
PHV3 PHV3
Perceived Hedonic Value - > 0.852 0.726 31.880** Method - > − 0.078 0.006 2.111*
PHV4 PHV4
Perceived Hedonic Value - > 0.889 0.790 26.315** Method - > − 0.087 0.008 0.858
PHV5 PHV5
Impulsive Buying Impulsive Buying Behaviour - 0.894 0.799 15.102** Method - > 0.074 0.005 0.725
Behaviour > IBB1 IBB1
Impulsive Buying Behaviour - 0.923 0.852 25.266** Method - > − 0.101 0.010 2.000*
> IBB2 IBB2
Impulsive Buying Behaviour - 0.785 0.616 17.251** Method - > 0.093 0.009 1.446
> IBB3 IBB3
Impulsive Buying Behaviour - 0.909 0.826 29.576** Method - > 0.098 0.010 1.468
> IBB4 IBB4

Average 0.757 0.008

Note: **p < 0.01, *p < 0.05.

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19
Journal of Retailing and Consumer Services 78 (2024) 103707
Qianru Huang graduated with a Master of Business Adminis­
tration (MBA) from UCSI University, Malaysia. Her research
has focused on consumer perceived value, a topic that has been
central to her career. Throughout her academic career, she has
demonstrated an in-depth understanding and unique insights
into consumer behaviour and market research. In China, Ms.
Huang has put her professional knowledge and skills into
practice, working in sales and marketing orientations.
Omkar Dastane obtained his Ph.D. in Business from Curtin
University and is working as an Assistant Professor and Head of
Program (MBAs) at the UCSI Graduate Business School, UCSI
University, Kuala Lumpur, Malaysia. Dr. Omkar’s research
mainly emphasizes digital consumer behavior, consumer
perception and values, technological impact on businesses, and
scale development studies in the marketing domain. His
research has been published in several international journals
and books including the Journal of Retailing and Consumer
Services, Marketing Intelligence & Planning among others. He
is also an active reviewer for Web of Science and Scopus
Indexed Journals.
Tat-Huei Cham is a Professor and Deputy Dean at the UCSI
Graduate Business School, UCSI University, Malaysia. Dr Cham
is also currently a Visiting Professor at Tashkent State Uni­
versity of Economics (Uzbekistan). His research interests focus
on medical tourism, marketing, advertising, consumer behav­
iour, branding, and technology management. His publications
are seen in various international journals that include Journal
of Hospitality Marketing and Management, Journal of Hospi­
tality and Tourism Research, International Journal of Tourism
Research, Internet Research, Journal of Retailing and Con­
sumer Services, Journal of Business Research, International
Journal of Bank Marketing, Asia Pacific Journal Marketing and
Logistics, Technological Forecasting and Social Change, etc. In
addition, he is currently serving as Editor-in-Chief for the Journal of Marketing Advances
and Practices and an editorial review board member for several international journals.
Jun-Hwa (Jacky) Cheah is an Associate Professor at Norwich
Business School, University of East Anglia in the United
Kingdom. His areas of interest include consumer behaviour,
quantitative research, and methodological issue. His publica­
tions appear in journals such as the Journal of Business
Research, European Journal of Marketing, Psychology and
Marketing, Journal of Retailing and Consumer Services, Mar­
keting Intelligence and Planning, Asia Pacific Journal Mar­
keting and Logistics, Technological Forecasting and Social
Change, Total Quality Management and Business Excellent,
Management Decision, Internet Research, Information Systems
Management, Industrial Management and Data Systems,
Tourism Management, Tourism Economics, International
Journal of Contemporary Hospitality Management, International Journal of Hospitality
Management, and etc. He has also received several research awards, i.e., Emerald Young
Researcher Award 2021.