Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Dec. 16, 2024
Purpose
This
article
investigates
the
impact
mechanism
of
scarcity
promotions
in
live
streaming
e-commerce
on
consumer
purchase
intention
context
urban-rural
and
male-female
divides
China,
with
emotional
experience
as
mediating
variable.
Design/methodology/approach
A
total
687
online
questionnaires
are
collected,
model
is
empirically
analyzed
by
partial
least
squares
structural
equation
model.
Findings
Scarcity
positively
influence
intention,
impact.
Furthermore,
urban
residents
greater
than
that
rural
residents.
The
effect
lower
have
a
female
consumers
compared
to
male
consumers.
Originality/value
extends
promotion
theory
e-commerce.
it
first
explore
role
this
process.
Lastly,
investigate
moderating
effects
factors
International Journal of Human-Computer Interaction,
Journal Year:
2024,
Volume and Issue:
unknown, P. 1 - 14
Published: Nov. 11, 2024
This
research
aims
to
investigate
the
dynamic
process
of
transferring
trust
dimensions
from
e-store
live
streaming
contexts
and
how
these
in
both
environments
influence
consumer
purchase
intentions
live-streaming
settings.
Based
on
transfer
theory
with
a
sample
200
respondents,
this
study
conducted
rigorous
analysis
using
SmartPLS
4.0,
employing
bootstrapping
methods
evaluate
hypotheses
derived
our
theoretical
model.
The
findings
demonstrate
that
four
(integrity,
benevolence,
ability,
predictability)
e-stores
significantly
impact
their
counterparts
channels.
Also,
channels'
integrity
predictability
was
found
livestream
intentions,
while
e-stores'
benevolence
ability
influences
intentions.
These
results
highlight
varies
depending
e-commerce
setting.
pioneering
provides
valuable
insights
into
building
boosting
e-commerce,
offering
important
implications
for
practice.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Dec. 16, 2024
Purpose
This
article
investigates
the
impact
mechanism
of
scarcity
promotions
in
live
streaming
e-commerce
on
consumer
purchase
intention
context
urban-rural
and
male-female
divides
China,
with
emotional
experience
as
mediating
variable.
Design/methodology/approach
A
total
687
online
questionnaires
are
collected,
model
is
empirically
analyzed
by
partial
least
squares
structural
equation
model.
Findings
Scarcity
positively
influence
intention,
impact.
Furthermore,
urban
residents
greater
than
that
rural
residents.
The
effect
lower
have
a
female
consumers
compared
to
male
consumers.
Originality/value
extends
promotion
theory
e-commerce.
it
first
explore
role
this
process.
Lastly,
investigate
moderating
effects
factors
