英文摘要 |
Live stream is gaining popularity in e-retailing industry. Many e-commerce platforms (e.g., Taobao) or mobile apps launched live stream features. Live stream features that allow the audience to watch the stream, ask the questions, and get the answers on the spot. Facebook launched Facebook Live in February 2016. Many traditional retailers use Facebook Live for online auction, which attracts people to view and participate in the bidding. This study investigates the key factors influencing the impulsive bidding behaviors through the perspective of the Stimulus-Organism-Response. The model was tested with 194 valid responses among Facebook online auction viewers. The results show that (1) environmental stimuli (Facebook friends’ participation, viewers’ participation, layout, and level of interaction) has a positive effect on emotion; (2) desire to win has a positive effect on emotion; (3) emotion positively influences consumers’ attitudes toward online bidding; and (4) desire to win positively affect consumers’ attitudes toward online bidding. However, quality of the live stream and time pressure has no significant effect on emotion. |