The Impacts of Customer Perceived Value on Impulse Purchase Intention: Evidence from China

DOI

10.2991/aebmr.k.220405.048How to use a DOI?

Keywords

Consumer perceived value; living e-commerce; impulse purchase; purchase intention

Abstract

With the rise and development of live streaming, consumer behaviour under the mode of live streaming shopping has become a hot topic. In the complex and diverse consumer behaviour, it is witnessed that the phenomenon of impulsive purchase becoming more and more common. In this paper, the impacts of customer perceived value on impulse purchase intention will be investigated empirically. Specifically, three dimensions (perceived functional value, perceived emotional value and perceived social value) will be discussed based on the data collected from questionnaire. The design of the questionnaire has taken into considerations of live streaming in China in terms of the stimulus-organism-response (SOR) framework and the theory of consumer perceived value. According to the results, the raise of perceived value will positively affect consumers’ impulsive purchase intention, which is in line with the hypothesis. These results offer a guideline for e-commerce enterprises to optimize the management strategy and obtain higher profits.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yue Wang
PY  - 2022
DA  - 2022/04/29
TI  - The Impacts of Customer Perceived Value on Impulse Purchase Intention: Evidence from China
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 290
EP  - 296
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.048
DO  - 10.2991/aebmr.k.220405.048
ID  - Wang2022
ER  -