|
Sustainable production and consumption (SPC) is both a policy area and a multi-interdisciplinary research agenda that seeks to address the transformation of society toward economic and social sustainability. The SPC field encompasses diverse research topics and theoretical approaches, often characterized as falling into stronger and weaker versions, defined by a commitment to more or less systemic economic change. This study researched the economic impact of big data technology on sustainable production and consumption in live streaming E-commerce consumer behaviors. Based further on stimulus-organism-response (S-O-R) theory, the live streaming E-commerce’s anchor-controlled factors and viewers’ engagement provide the stimuli for the cognitive appraisals of the viewers (potential customers). Two cognitive appraisal results are trust and perceived value, known as an organism in the context of S-O-R theory, which, together with the stimuli, influence the flow experience behavior of viewers (potential customers). Flow experience is shown supportive of explaining impulsive purchasing. Towards this end, this study extends the S-O-R structure into S-O-B-C (stimulus-organism-behavior-consequence) paradigm. While organism and flow experience behavior (O and B) are domains of viewers and customers, stimuli (anchor’s reputation and professionalism, anchored interactivity, and the displays of offers) and consequences (impulsive purchasing and fan-becoming) are domains of the live streaming ecommerce. The findings resulted from a convenience-based sampling of customers and viewers who frequented popular live-streaming apps in China: Tao Bao, Jing Dong, Moquije, Little Red Book, and Jumeiyoupin. The data were subjected to neural network (NN) simulation and structural equation modeling (SEM), yielding similar results. SEM statistics and path configurations provide model fitting supports and mediating phenomena involving trust, perceived customer value, and flow experiences. Results confirm the significant values of cognitive appraisal theory, flow theory, S-O-R theory, and the extended S-O-B-C paradigm.
|
