Scientific Bulletin of Mukachevo State University Series “Pedagogy and Psychology”,
Journal Year:
2024,
Volume and Issue:
10(3), P. 72 - 84
Published: Aug. 19, 2024
Apart
from
YouTube
and
Instagram,
new
e-commerce
live
streaming
platforms
have
emerged
(TikTok
Shopping,
Amazon
Live),
which
opens
opportunities
for
engaging
with
the
audience
driving
sales.
Women,
looking
an
emotional
interactive
experience,
tend
to
make
impulse
purchases
during
broadcasts.
That
is
why
it
necessary
investigate
this
topic.
The
purpose
of
study
was
examine
psychological
factors
that
influence
women’s
while
watching
broadcasts
determine
characteristics
women
who
included
questionnaires
interviews
living
in
Philippines,
East
Timor,
Thailand,
Singapore,
Myanmar,
Malaysia,
Laos.
key
findings
are
revealed
as
they
streams.
Psychological
include
emotionality
(68.3%
respondents),
fear
missing
out
on
a
good
deal
(58.3%
respondents)
being
influenced
by
other
viewers
streamers
(74.2%
trust
recommendations).
set
technological
social
components.
Technological
interactivity
real-time
communication
(56.7%
consider
significant);
visual
appeal
product
display
(71.7%
convenience
shopping
browsing.
Social
parasocial
interaction
streamer,
sense
community
(63.3%).
also
identified
role
hosts,
plays
significant
building
online
platform:
brand
recommendations);
through
charisma,
expertise,
attractiveness
(62.5%
them
attractive,
58.3%
–
competent).
Live
effectively
stimulate
among
women.
Emotions,
trust,
play
process.
practical
significance
lies
possibility
helping
better
understand
purchases,
avoid
stimuli
pressure.
can
be
used
develop
recommendations
how
people
shop
Journal of Consumer Behaviour,
Journal Year:
2024,
Volume and Issue:
23(4), P. 1995 - 2008
Published: Feb. 28, 2024
Abstract
Live
streaming
commerce
has
seen
significant
growth
in
recent
years.
While
the
interaction
style
of
streamers
with
consumers
is
crucial
influencing
engagement
behaviour,
there
limited
understanding
how
a
streamer's
affects
consumer
engagement.
This
study,
based
on
epistemic
vigilance
mechanisms,
explores
effect
streamers'
styles
(social‐oriented
versus
task‐oriented)
It
also
investigates
mediating
role
and
moderating
expertise.
The
study's
findings,
derived
from
three
experiments,
are
as
follows.
First,
social‐oriented
styles,
compared
task‐oriented
more
likely
to
boost
Second,
lead
increased
vigilance,
which
subsequently
decreases
their
Third,
enhance
intentions
among
high
expertise
those
low
These
insights
will
provide
live
managers
better
consumers'
psychological
activities,
enabling
them
effectively
design
strategies
for
marketing
activities.
Service Industries Journal,
Journal Year:
2024,
Volume and Issue:
unknown, P. 1 - 27
Published: Aug. 14, 2024
As
online
opinion
leaders
and
persuaders,
livestreamers
enable
the
widespread
success
of
livestreaming
e-commerce
by
substantially
impacting
viewers'
purchase
intention.
Yet,
extant
studies
have
overlooked
leadership
styles
exhibited
how
these
influence
We
explore
this
issue
developing
a
comprehensive
framework
livestreamers'
styles,
comprising
authentic,
ethical,
servant,
participative
dimensions,
based
on
both
literature.
Then,
drawing
regulatory
focus
theory,
partial
least
square-structural
equal
modeling
analysis
survey
data
collected
from
321
Chinese
viewers
revealed
that
with
authentic
ethical
promote
prevention
focus.
Next,
servant
promotion
Finally,
propel
their
Our
findings
contribute
to
development
in
computer-mediated
e-commerce.
Journal of Creative Communications,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Feb. 15, 2025
This
research
investigates
the
psychological
mechanisms
underlying
customers
repurchase
behavioural
intention
on
e-commerce
livestreaming,
framed
by
theory
of
customer
inspiration
(CIT)
and
social
cognitive
(SCT).
Based
SCT
CIT,
study
identifies
factors
influencing
livestreaming
from
three
key
perspectives:
technical
environment
(i.e.,
interactivity),
personal
perceived
value,
self-efficacy),
experience
hedonic
outcome
expectation,
utilitarian
expectation),
which
in
turn
drive
intention.
A
structural
equation
model
examined
a
standpoint.
The
was
tested
using
Partial
Least
Squares
Structural
Equation
Modeling
(PLS-SEM)
based
data
collected
an
online
survey
158
participants.
found
that
value
expectation)
favourably
affect
customers’
‘inspired-by’
livestreaming.
‘inspired-to’
stage
follows,
causing
shows
connection
between
inspiration,
offering
novel
perspective
for
understanding
Furthermore,
it
examines
antecedents
via
lens
SCT,
initial
evidence
linking
to
consumer
behaviour.
Cyberpsychology Journal of Psychosocial Research on Cyberspace,
Journal Year:
2025,
Volume and Issue:
19(2)
Published: April 22, 2025
The
emergence
of
live
streaming
enables
sellers
and
customers
to
interact
more
easily
in
real
time
establish
a
close
relationship.
This
study
explores
how
the
characteristics
addressing
styles
livestream
affect
viewers’
behavioral
intention.
effects
parasocial
interaction
relationship
between
viewers
are
also
examined.
A
conceptual
model
is
designed
from
perspectives
persuasion
phenomena.
An
Internet
survey
conducted
test
proposed
model.
results
show
that
expertise
seller
can
positively
influence
watch
purchase
intentions.
However,
an
attractive
appearance
cannot
persuade
purchase.
verbal
message
effective
than
bodily
enhance
interactions
further
determines
findings
help
know
best
host
shopping
shows.
Deleted Journal,
Journal Year:
2025,
Volume and Issue:
9(1), P. 205 - 222
Published: March 26, 2025
Changes
in
shopping
behaviour
is
occurring
as
a
result
of
the
advances
e-commerce
technology,
with
consumers
shifting
from
traditional
methods
to
digital
shopping.
One
most
widely
used
platforms
Indonesia
Shopee.
Through
its
live
streaming
feature,
Shopee
plays
significant
role
driving
economy
and
creating
‘dromological’
phenomenon
postmodern
age.
This
study
aimed
explore
how
dromological
process,
proposed
by
Paul
Virilio,
can
be
applied
probable
impact
on
consumer
behaviour.
research
adopts
qualitative
approach,
specifically
netnographic
case
study,
focusing
flash
sale
Live
promo
program
11.11
which
was
held
last
November
11,
2024,
hosted
Shani
Amelia,
Lila
Azmina,
Alabisyir.
The
data
collection
involved
gathering
application
this
research’s
primary
supported
secondary
conducted
through
interviewing
participants
that
were
selected
using
purposive
sampling
technique.
findings
reveal
process
manifests
rapid
distribution
promotional
information,
emergence
price
wars
marketplace,
creation
modern
endo-colonization,
where
accelerated
pace
information
highly
influences
offers
valuable
insights
into
intersection
speed,
decisions
within
growing
landscape.
