Title Page
Abstract
Contents
Chapter 1. Introduction 7
1.1. Research Background 7
1.2. Research Objections 11
1.3. Research Structure 12
Chapter 2. Theoretical Background 13
2.1. Live Streaming 13
2.2. Live Streaming Shopping 16
2.3. Impulse Buying Model 21
2.4. Impulse Buying 24
2.5. Influencing Factors of Impulse Buying 26
Chapter 3. Research Model and Hypotheses 38
3.1. Research Model 38
3.2. Research Hypotheses 39
3.2.1. Promotional Stimuli and Consumption Impulse 39
3.2.2. Lack of Self-Control and Consumption Impulse 40
3.2.3. Social Presence and Consumption Impulse 40
3.2.4. Platform Ease of Use and Consumption Impulse 41
3.2.5. Streamers Feature and Consumption Impulse 42
3.2.6. Consumption Impulse and Likeliness of Impulse Buying 43
3.2.7. Moderating effect of Economic Unavailability and Time Unavailability 43
Chapter 4. Research Methods 45
4.1. Data Collection 45
4.2. Operational Definition and Measurement of Variables 50
Chapter 5. Data Analysis and Research Results 58
5.1. Reliability and Validity 58
5.2. Hypotheses Test 64
5.3. Moderating Effect Test 65
Chapter 6. Discussion and Conclusion 67
6.1. Discussion 67
6.2. Conclusion 71
6.3. Limitations and Future Research 74
References 77
Appendices 89
Appendix 1 89
Appendix 2 101