How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Abstract

A significant characteristic of live streaming commerce is that popularity cues are tactically created and utilized to improve product sales, as atmospheric cues. However, research on live streaming commerce that investigates the effects of popularity cues is scarce. This study aims to reveal the role of popularity cues, including streamer popularity and product popularity, in promoting consumers’ impulse purchase. Following the stimulus–organism–response paradigm, this study reveals the underlying mechanism. This study surveyed 402 customers and empirically demonstrates that streamer popularity and product popularity can trigger consumers’ impulse purchase by enhancing perceived streamer reputation and perceived competition, respectively. Meanwhile, perceived power, as an inherent factor of consumers, plays a moderating role that only attenuates the effect of streamer popularity on perceived streamer reputation. This study contributes to a better understanding of the working mechanism of popularity cues and offers practical insights into how to effectively utilize these atmospheric cues in live streaming commerce.