The Influence of Logistics Information Transparency on Impulse Purchase under the Live E-commerce Situation: The Intermediary of Perceived Risk

Wei Wang; Zhengzheng Wang

doi:10.6918/IJOSSER.202512_8(12).0001

Authors

Wei Wang
Zhengzheng Wang

DOI:

https://doi.org/10.6918/IJOSSER.202512_8(12).0001

Keywords:

Live e-commerce, Transparency of logistics information, Impulse purchase, Perceived risk

Abstract

The purpose of this study is to explore the influence of logistics information transparency on impulse purchase in the context of live e-commerce, and to investigate the intermediary role of perceived risk. The basic information and related data of 294 consumers were collected through questionnaire survey, and the path analysis and mediation effect test were carried out by structural equation model. The results show that the transparency of logistics information has a significant negative impact on impulse buying, and also has a significant negative impact on perceived risk. Perceived risk plays a partial intermediary role between logistics information transparency and impulse purchase. The research results provide an empirical basis for the e-commerce platform to reduce consumers' perceived risk and impulsive buying behavior by improving the transparency of logistics information, which is of great significance for optimizing the operation strategy of live e-commerce and improving consumer satisfaction.

Downloads

Download data is not yet available.

References

[1] Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Mark eting and Management: An International Journal, 28(3), 405-425.

[2] Utomo, P., Sundjaja, A. M., Mirzaliev, S., & Huang, H. L. (2025). Lost in the Stream: Unravelling the Triggers of Impulsive Buying on Live Shopping Platforms. Journal of Creative Communications, 09732586251363710.

[3] Dua, S., Sharma, M. G., Mishra, V., et al. (2023). Modelling perceived risk in blockchain-enabled supply chain utilizing fuzzy-AHP. Journal of Global Operations and Strategic Sourcing, 16(1), 161-177.

[4] Zhou, L., Wang, W., Xu, J. D., et al. (2018). Perceived information transparency in B2C e-commerce: An empirical investigation. Information & Management, 55(7), 912-927.

[5] Abrar, K., Naveed, M., & Ramay, M. 1. (2017). Impact of perceived risk on online impulse buying tendency. An empirical study in the consumer market of Pakistan. Journal of Accounting & Marketing, 6(3),246.

[6] Wu, L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52,102099.

[7] Hussain, S., & Farea, M. M. (2025). Investigating the Factors Influencing Impulsive Purchasing BehaviorAmong Online Consumers: the Mediating Influence of Perceived Trust in Pakistan. Th e Asian Bulletin of Green Management and Circular Economy, 5(1), 1-15.

[8] Shahzad, K, Zafar, A. U., Shahzad, M.F., Husnain, M., & Hayat, K. (2024). The Role of Blockchain Technology in Enhancing Consumers' Impulsive Buying Behavior.

[9] Qiao, M. (2019). Research on the evaluation system of less-than-truckload logistics alliance enterprises. Modern Management, 9(2), 187-194.

[10] Zhang, Y. (2024). The impact of perceived risk on rural consumers' community group buying behavior (Master's thesis, Shenyang Agricultural University).

[11] Ma, N. (2024). The impact of e-commerce live streaming characteristics on consumers' impulsive buying intentions (Master's thesis, Xi'an University of Technology).