THE IMPACT OF RELATIONSHIP INTENSITY ON CONSUMERS' IMPULSE BUYING BEHAVIOR IN E-COMMERCE LIVE STREAMING CONTEXT: THE MODERATING ROLE OF CUSTOMER GENDER

บทคัดย่อ

This study aims to explore the impact of consumer risk perception on impulse buying behavior in the context of e-commerce live streaming and further investigate the moderating role of customer gender in this relationship. By conducting an online survey and observing actual shopping behaviors during e-commerce live streaming, a substantial amount of data was collected. Statistical analysis was performed using data analysis tools such as SPSS and AMOS. The results indicate a significant negative relationship between consumer risk perception and impulse buying. In the context of e-commerce live streaming, customers with higher perceived risks may reduce their trust in the products, thereby decreasing the likelihood of impulse buying. Additionally, customer gender plays a significant moderating role in the relationship between consumer risk perception and impulse buying. Female customers, when perceiving higher risks, exhibit a more cautious shopping tendency, relying more on other decision factors such as product quality and brand reputation. On the contrary, male customers, to some extent, may be less sensitive to perceived risks and are more likely to be influenced by live content and recommendations, leading to impulsive purchasing decisions. This study provides a in-depth understanding of the impact of consumer risk perception and gender differences on customer shopping behavior in the context of e-commerce live streaming. Platforms and brands can adjust their promotion strategies based on gender characteristics to more effectively guide shopping decisions for different gender customers, enhancing the shopping experience and sales effectiveness.