The Impact of Government Official Streamer Characteristics on Consumers' Impulsive Buying Behavior: A Case Study of Guangxi Province, China
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Abstract
This study is based on the ABC attitude theory framework, an empirical analysis of 475 viewers of government officials' live broadcasts in Guangxi, China, to analyze the impact mechanism of the characteristics of government official streamers on consumers' impulsive buying behavior. The partial least squares structural equation model (PLS-SEM) test found that: 1) The characteristics of government official streamer interactivity, expertise, and altruism have a significant positive impact on consumers' impulsive buying behavior; 2) Perceived trust plays a partial mediating role in the interaction and expertise of government official streamer on consumers' impulsive purchasing behavior. This study incorporates government official streamers into consumer behavior research, an empirical test on the applicability of the ABC attitude theory model, and provides an important supplement to the SOR theory. It also fills the theoretical gap in government departments in live streaming marketing and expands the perspective of consumer behavior research. It provides a reference practice path for government departments in live broadcasting of government affairs.
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