THE IMPACT OF THE PROFESSIONALISM OF WORD- OF-MOUTH TRANSMITTERS IN THE CONTEXT OF E-COMMERCE LIVE STREAMING ON CONSUMERS' IMPULSE PURCHASES: BASED ON THE MEDIATING ROLE OF CONSUMER TRUST

บทคัดย่อ

The impulsive buying behavior is prevalent in contemporary life. With the rise of the Internet and online shopping, impulsive purchases have shifted from traditional brick-and-mortar stores to online platforms. Despite some achievements in the study of impulsive buying behavior by scholars, there is still insufficient depth in understanding the mechanism of the impact of word-of-mouth recommendations in the context of e-commerce live streaming on consumers' impulsive purchases. This study aims to explore the influence of the professionalism of word-of-mouth transmitters on consumers' impulsive purchases in the context of e-commerce live streaming and examine the mediating role of consumer trust. Conducted against the backdrop of e-commerce live streaming, the research collected relevant data on consumers' perceptions of the professionalism of word-of-mouth transmitters, consumer trust, and impulsive buying. Through correlation analysis and structural equation modeling, it was found that the professionalism of word-of-mouth transmitters has a positive impact on consumers' impulsive purchases. Mediation analysis revealed that consumer trust plays a mediating role between the professionalism of word-of-mouth transmitters and impulsive buying. This indicates that in e-commerce live streaming, consumers' recognition of the professionalism of word-of-mouth transmitters influences their inclination toward impulsive purchases, and this influence is realized through consumer trust in word-of-mouth transmitters. The study provides crucial information for e-commerce live streaming platforms regarding the professionalism of word-of-mouth transmitters and consumer trust, aiding in a deeper understanding and promotion of consumers' purchasing decision-making behavior.