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The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

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  • Xiaoxiao Gong

    (School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China)

  • Zuoliang Ye

    (School of International Business, Southwestern University of Finance and Economics, Chengdu 611130, China)

  • Kuo Liu

    (School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China)

  • Na Wu

    (School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China)

Abstract

The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers’ self-efficacy.

Suggested Citation

  • Xiaoxiao Gong & Zuoliang Ye & Kuo Liu & Na Wu, 2020. "The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:6:p:2406-:d:334319
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    2. Rong-Ho Lin & Yu-Chuan Huang & Nai-Wen Chang & Shih-Wei Wu & Yu-Chang Ke, 2021. "The Mediating Effect of Ownership of Psychological Behavior and Tour Leader Experience on Accountability in Order to Explore the Sustainable Business Model of the Tourism Industry," Sustainability, MDPI, vol. 13(13), pages 1-19, June.
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    4. Zeng, Shihong & Tanveer, Arifa & Fu, Xiaolan & Gu, Yuxiao & Irfan, Muhammad, 2022. "Modeling the influence of critical factors on the adoption of green energy technologies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).
    5. Xiaojun Mai & Fauziah Sheikh Ahmad & Jiayi Xu, 2023. "A Comprehensive Bibliometric Analysis of Live Streaming Commerce: Mapping the Research Landscape," SAGE Open, , vol. 13(4), pages 21582440231, December.
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    10. Luis Javier Cabeza-Ramírez & Fernando J. Fuentes-García & Guzmán A. Muñoz-Fernandez, 2021. "Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends," IJERPH, MDPI, vol. 18(6), pages 1-27, March.
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