Live streaming commerce becomes increasingly popular, and some special shopping behaviors existing in traditional e-commerce also emerge in this new context. The current research mainly focuses on determinants of compulsive buying in live streaming commerce by taking fear of missing out (FOMO) and social influence into account.
Using the data collected from 242 experienced consumers in live streaming commerce, the proposed model was empirically assessed by partial least squares based structural equation model.
The results show that both informational and normative social influences have positive effects on FOMO, which in turn exert an influence on compulsive buying. In addition, informational social influence also directly and positively affects compulsive buying.
This study provides a deeper understanding of FOMO and social influence in the process of compulsive buying. It offers a new avenue to analyze the mechanism regarding why compulsive buying occurs in live streaming commerce.
