Dual-Path Impulse buying in Tiktok E-Commerce-The Role of Logistics Commitment
Main article
Abstract
Impulse buying is prevalent in live-streaming e-commerce; however, the simultaneous and interactive influences of emotional and cognitive processes remain insufficiently explored. Additionally, logistics is conventionally regarded as a post-purchase operational issue, often overlooking its potential function as a pre-purchase psychological cue. This study addresses these gaps by proposing and empirically testing an integrated dual-path model grounded in Dual-System Theory and the Stimulus-Organism-Response (S-O-R) framework. The model hypothesizes that impulse buying is driven by two pathways: an emotional route (host characteristics leading to emotional arousal) and a cognitive route (product presentation influencing perceived value). Importantly, logistics service commitment is conceptualized as a contextual moderator that enhances both pathways by reducing perceived risk. Six hypotheses were formulated and tested using survey data collected from TikTok live-streaming consumers (N=327) through structural equation modeling. The findings validate the dual-path mechanism and underscore the significant amplifying effect of logistics service commitment. This research contributes to the literature by integrating affective and cognitive systems within a unified theoretical framework and reconceptualizing logistics as a pre-purchase trust signal. Practical implications for e-commerce platforms, streamers, and logistics providers are also discussed.
