IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i14p11361-d1199343.html
   My bibliography  Save this article

Consumer Information Search in Live-Streaming: Product Involvement and the Moderating Role of Scarcity Promotion and Impulsiveness

Author

Listed:
  • Yuanyuan Guo

    (School of Maritime Economics and Management, Dalian Maritime University, Dalian 116026, China)

  • Xiaoting Chen

    (School of Maritime Economics and Management, Dalian Maritime University, Dalian 116026, China)

  • Chaoyou Wang

    (School of Management Science and Engineering, Dongbei University of Finance and Economics, Dalian 116025, China)

Abstract

While the literature acknowledges the impact of product involvement on consumer information search, little work discerns the boundary conditions of product involvement on information searching. Product involvement reflects an individual’s interest in an object because of its inherent values, necessity, and interest. This study investigates the combined moderating role of limited-quantity scarcity and personal impulsiveness in the relationship between product involvement and information search behavior. A survey experiment with 402 participants was conducted to test this hypotheses. The experiment in this study used a 2 (cognitive involvement: high vs. low) × 2 (affective involvement: high vs. low) × 2 (limited-quantity scarcity: high vs. low) between-subjects design. The results provided strong evidence that (1) cognitive involvement is positively associated with online information search, whereas affective involvement is not associated with online information search; (2) limited-quantity scarcity significantly weakens the impact of cognitive involvement on online information search, but it does not have an interaction effect with affective involvement on online information search; and (3) the three-way interaction among product involvement (i.e., cognitive involvement and affective involvement), limited-quantity scarcity, and impulsiveness on consumer information search is significant. This study extends the current information searching studies by uncovering personal impulsiveness and limited-quantity scarcity as boundary conditions that influence the effects of cognitive involvement and affective involvement on consumer information search. The findings can help stakeholders promote the sustainability of e-commerce live-streaming in practice.

Suggested Citation

  • Yuanyuan Guo & Xiaoting Chen & Chaoyou Wang, 2023. "Consumer Information Search in Live-Streaming: Product Involvement and the Moderating Role of Scarcity Promotion and Impulsiveness," Sustainability, MDPI, vol. 15(14), pages 1-19, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:14:p:11361-:d:1199343
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/14/11361/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/14/11361/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Duangruthai Voramontri & Leslie Klieb, 2019. "Impact of social media on consumer behaviour," International Journal of Information and Decision Sciences, Inderscience Enterprises Ltd, vol. 11(3), pages 209-233.
    2. Wu, Laurie & Lee, Christopher, 2016. "Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior," Journal of Retailing, Elsevier, vol. 92(4), pages 486-499.
    3. Maity, Moutusy & Dass, Mayukh & Malhotra, Naresh K., 2014. "The Antecedents and Moderators of Offline Information Search: A Meta-Analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 233-254.
    4. Rebecca Hamilton & Debora Thompson & Sterling Bone & Lan Nguyen Chaplin & Vladas Griskevicius & Kelly Goldsmith & Ronald Hill & Deborah Roedder John & Chiraag Mittal & Thomas O’Guinn & Paul Piff & Car, 2019. "The effects of scarcity on consumer decision journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 532-550, May.
    5. Tajdini, Saeed, 2021. "The effects of the subjective-experiential knowledge gap on consumers’ information search behavior and perceptions of consumption risk," Journal of Business Research, Elsevier, vol. 135(C), pages 66-77.
    6. Krishna Akalamkam & Joy Kumar Mitra, 2018. "Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources," Business Perspectives and Research, , vol. 6(1), pages 42-60, January.
    7. Rook, Dennis W & Fisher, Robert J, 1995. "Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 305-313, December.
    8. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    9. Jun, Seung-Pyo & Park, Do-Hyung, 2016. "Consumer information search behavior and purchasing decisions: Empirical evidence from Korea," Technological Forecasting and Social Change, Elsevier, vol. 107(C), pages 97-111.
    10. Maity, Moutusy & Dass, Mayukh & Kumar, Piyush, 2018. "The impact of media richness on consumer information search and choice," Journal of Business Research, Elsevier, vol. 87(C), pages 36-45.
    11. Eun Mi Lee & Jung Ok Jeon & Qin Li & Hyun Hee Park, 2015. "The differential effectiveness of scarcity message type on impulse buying: A cross-cultural study," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(2), pages 142-152, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wang, Siqi & Lim, Xin-Jean & Luo, Xi & Cheah, Jun-Hwa, 2024. "To hesitate or not to hesitate: Can popularity cues minimize the hesitation to checkout in e-commerce?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Dörnyei, Krisztina Rita & Lunardo, Renaud, 2021. "When limited edition packages backfire: The role of emotional value, typicality and need for uniqueness," Journal of Business Research, Elsevier, vol. 137(C), pages 233-243.
    3. Widdecke, Kai A. & Keller, Wiebke I.Y. & Gedenk, Karen & Deleersnyder, Barbara, 2023. "Drivers of the synergy between price cuts and store flyer advertising at supermarkets and discounters," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 455-474.
    4. Sharma, Manisha & Banerjee, Subhojit & Paul, Justin, 2022. "Role of social media on mobile banking adoption among consumers," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    5. Huang, Li-Ting, 2016. "Flow and social capital theory in online impulse buying," Journal of Business Research, Elsevier, vol. 69(6), pages 2277-2283.
    6. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Ali, Mazhar & Amir, Dr.Huma & Shamsi, Dr.Aamir, 2021. "Consumer Herding Behavior in Online Buying: A Literature Review," MPRA Paper 107435, University Library of Munich, Germany.
    9. Santos, Susana & Gonçalves, Helena Martins, 2021. "Information searching in the mobile environment: Differences in involvement dimensions among product categories✰,✰✰,★,★★," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    10. Peschel, Anne O., 2021. "Scarcity signaling in sales promotion: An evolutionary perspective of food choice and weight status," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Greg Grovey, Diana Garza & Greg Grovey, Diana Garza, 2023. "How Different Digital Marketing Techniques Drive and Empower Sneakerhead Purchasing Behaviors: A Theoretical Literature Review," RAIS Conference Proceedings 2022-2024 0258, Research Association for Interdisciplinary Studies.
    12. Sinha, Piyush Kumar & Uniyal, Dwarika Prasad, 2016. "Impact of Store format on Shopping Involvement," IIMA Working Papers WP2016-06-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    13. Kowalczyk, Liliana & Breugelmans, Els & Campo, Katia, 2021. "It's not there, I love it! How relevance to objective needs of an unavailable item impacts emotions, store image, and behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Bartschat, Maria & Cziehso, Gerrit & Hennig-Thurau, Thorsten, 2022. "Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media," Journal of Business Research, Elsevier, vol. 141(C), pages 393-409.
    15. Briggs, Elten & Janakiraman, Narayan, 2017. "Slogan recall effects on marketplace behaviors: The roles of external search and brand assessment," Journal of Business Research, Elsevier, vol. 80(C), pages 98-105.
    16. Piyush Kumar Sinha & Dwarika Prasad Uniyal, 2016. "Impact of Store Format on Shopping Involvement," Working Papers id:11281, eSocialSciences.
    17. Rokonuzzaman, Md & Harun, Ahasan & Al-Emran, Md & Prybutok, Victor R., 2020. "An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    18. Widdecke, Kai & Keller, Wiebke & Gedenk, Karen & Deleersnyder, Barbara, 2023. "Drivers of the synergy between price cuts and store flyer advertising at supermarkets and discounters," Other publications TiSEM 15e8cbcc-02a9-4441-ad2b-2, Tilburg University, School of Economics and Management.
    19. Christina Saenger & Veronica L. Thomas, 2021. "How limited consumption experiences affect word of mouth," Marketing Letters, Springer, vol. 32(2), pages 149-163, June.
    20. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:14:p:11361-:d:1199343. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.