Understanding the impact of online customer shopping experience (OCSE) on luxury impulsive buying in live commerce in the Philippines

• Main Author: Tolentino, Khristina Alodia N.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Consumer behavior—Philippines; Teleshopping—Philippines; Impulse buying—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_dsi/9; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1010&context=etdm_dsi
• Institution: De La Salle University

Live commerce research, which is a new business model, is still in its early stages of growth opportunities. The purpose of this research is to better understand the impact of online customer shopping experience (OCSE) and customer engagement on impulsive purchase completion during luxury live commerce on selected Philippine-based streaming platforms, which may impact the long-term progress of live commerce small and medium enterprises (SMEs) in the country. This study used the stimulus–organism–response (SOR) framework to explore significant effects and mediation among functional and perceived psychological domains of OCSE toward trust-building and arousal on customer engagement and impulsive purchasing. Using 509 valid questionnaires from consumers who had made purchases during live streaming among pre-selected top Philippine-based live sellers on Facebook and Instagram, the researcher employed path analysis (PA) and exploratory factorial analysis (EFA) to determine significant relationships among variables. The results will suggest that visibility and perceived financial and functional values greatly influence consumer trust; these factors are consistently found to mediate the relationship between the said values to purchase intentions. While the strongest impact on customer engagement is found to be mainly on functional values of OCSE such as interactivity, informativeness, visibility, and perceived individuality with arousal as its primary mediator. Three factors emerged among variables as a result of EFA which may be used for further restructuring of research framework for future study. This research aligns with and expands on previous theoretical research on live-streaming commerce and thus presents practical implications for sellers, platforms, and marketers in the retail sector.