A Multi-Criteria Group Decision-Making Method for Risk Assessment of Live-Streaming E-Commerce Platform DOI Creative Commons
Jiafu Su, Dan Wang, Fengting Zhang

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2023, Volume and Issue: 18(2), P. 1126 - 1141

Published: June 12, 2023

Live-streaming e-commerce is the future development direction of retail industry. When retailers choose a live-streaming platform, they face test various risks such as insecure control capital flow, insufficient support public domain traffic, etc. Therefore, it necessary to evaluate platform help identify with lowest risk. Considering complexity platforms and ambiguity decision-makers thinking, current method for multi-criteria group decision-making (MCGDM) in fuzzy environment rarely discusses weight criterion. This paper proposes interval-valued intuitionistic based on decision-makers’ professionalism platform’s risks. determines decision-maker’s criterion decision-maker uses technique order preference by similarity an ideal solution (TOPSIS) rank alternative platforms. Finally, risk assessment agricultural product used case study demonstrate feasibility effectiveness proposed method. research will not only provide practical guidance comprehensive but also ideas from perspective assessment.

Language: Английский

How do virtual streamers affect purchase intention in the live streaming context? A presence perspective DOI
Wei Gao, Ning Jiang, Qingqing Guo

et al.

Journal of Retailing and Consumer Services, Journal Year: 2023, Volume and Issue: 73, P. 103356 - 103356

Published: April 8, 2023

Language: Английский

Citations

108
How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender DOI
Xinjia Tong, Yuangao Chen, Shasha Zhou

et al.

Journal of Retailing and Consumer Services, Journal Year: 2022, Volume and Issue: 67, P. 103031 - 103031

Published: June 2, 2022

Language: Английский

Citations

99
Why do consumers hesitate to purchase in live streaming? A perspective of interaction between participants DOI
Xiaoyue Ma, Zou Xia, Jun Lv

et al.

Electronic Commerce Research and Applications, Journal Year: 2022, Volume and Issue: 55, P. 101193 - 101193

Published: Aug. 23, 2022

Language: Английский

Citations

96
The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust DOI Creative Commons
Xiaoli Liu, Lei Zhang, Qian Chen

et al.

Frontiers in Psychology, Journal Year: 2022, Volume and Issue: 13

Published: Aug. 26, 2022

Given that tourism e-commerce live streaming has become an important driver of development after the outbreak Covid-19 but limited attention been paid to this area, study examines impacts features (interactivity, authenticity, and entertainment) on consumers' purchase intention from perspectives flow experience trust based SOR theory. The authors collected survey data 357 consumers used structural equation model test research model. results reveal interactivity authenticity positively affect intention, entertainment does not influence positively; interactivity, each affects trust; both intention; have mediating effects relationships between intention. This extends existing theoretical provides some managerial implications for enterprises streamers.

Language: Английский

Citations

73
The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention DOI Creative Commons
Nan Chen, Yunpeng Yang

Journal of theoretical and applied electronic commerce research, Journal Year: 2023, Volume and Issue: 18(3), P. 1601 - 1618

Published: Sept. 12, 2023

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in context of live e-commerce. A sample 449 valid questionnaires was utilized to test proposed theoretical framework. The empirical research findings reveal that customer experience significantly and positively impacts both trust attachment. Furthermore, attachment established with streamers are identified two effective influencing consumer decision-making. Notably, exhibits stronger influence on compared trust. By comparing effects Taobao Douyin stimulating consumption intention, demonstrates play crucial mediating role between intention. Specifically, results indicate influenced by top is than streamers, whereas for relatively weaker streamers. These provide managerial implications platforms seeking stimulate robust intentions among consumers fostering relationships. establishment an emotional connection streamer audience proves particularly valuable increasing This contributes understanding underlying driving behavior It emphasizes significance experience, trust, key drivers offer insights optimize their strategies enrich user data labels order enhance engagement intentions. Ultimately, advancement field, strengthens application elements marketing, guides decision-making industry practitioners.

Language: Английский

Citations

60
Effects of Background Fitting of e-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective DOI Creative Commons
Qian Shang, Haoyu Ma, Cuicui Wang

et al.

Psychology Research and Behavior Management, Journal Year: 2023, Volume and Issue: Volume 16, P. 149 - 168

Published: Jan. 1, 2023

The purpose of this paper is to explore the effects background fitting e-commerce live streaming on consumers' purchase intentions and relevant internal psychological mechanism from cognitive-affective perspective.In study, a theoretical framework model SOR comprising six variables established. SPSS SmartPLS are used test analyze data collected comprehensive questionnaire survey 424 Chinese online consumers.Results demonstrate that impact in can be divided into three stages. In first stage, (comprised both product-background fit anchor-background fit) positively affect consumer cognitive process (perceived trust perceived value). Perceived mainly affected by fit, while value fit. second subsequently affects their affective pleasure). also has greater positive effect pleasure than trust, although prerequisite for improving value. third further promotes intentions.Combining theory perspective, study reveals influence Theoretically, not only expands application research field perspective external stimulation, but importantly contributes cognitive-emotional streaming. Practically, suggests optimizing as an effective way improve intention streaming, it better optimize value, pleasure.

Language: Английский

Citations

55
How real-time interaction and sentiment influence online sales? Understanding the role of live streaming danmaku DOI
Yihan Zhang, Kai Li, Qian Chen

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 78, P. 103793 - 103793

Published: March 9, 2024

Language: Английский

Citations

25
Marketing by live streaming: How to interact with consumers to increase their purchase intentions DOI Creative Commons
Feng Liu, Yan Wang,

Xiaoxu Dong

et al.

Frontiers in Psychology, Journal Year: 2022, Volume and Issue: 13

Published: Aug. 25, 2022

Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live interactions into three dimensions, for obtaining product (IPI), grasping purchase dynamics others (IPD), and monetary incentives (IMI), proposes comprehensive framework to examine whether with consumers promote both social presence consumer conformity, thereby enhance their intentions. Covariance-based structural equation modeling (CB-SEM) AMOS was conducted analyze data collected from 576 Chinese consumers. The main findings are that, first, IPI IPD can exert direct impact on conformity; second, IMI has positive only presence; third, among dimensions interactions, tend increase intention through while increases via presence. Furthermore, given differences between experience search products, results multigroup analysis indicate inconsistent path coefficients two groups. study provides novel perspective e-commerce evidence how matter driving intentions, enriches content literature explores practical implications managers looking by streaming.

Language: Английский

Citations

49
Live Streaming Commerce: A Review and Research Agenda DOI Creative Commons
Xi Luo, Weng Marc Lim, Jun‐Hwa Cheah

et al.

Journal of Computer Information Systems, Journal Year: 2023, Volume and Issue: unknown, P. 1 - 24

Published: Dec. 20, 2023

Live streaming on social media has evolved into live commerce (LSC), a subset of electronic that merges real-time interaction with digital marketing. LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving online shopping experiences. However, LSC, as field study, lacks comprehensive systematic review, highlighting gap in understanding its development prospective trajectories. This article aims to fill this by conducting review existing studies charting course future inquiry. Utilizing the SPAR-4-SLR protocol TCCM framework, study reviews relevant from Scopus Web Science reveal key theories, contexts, characteristics, methods, promising avenues enriching LSC.

Language: Английский

Citations

35
Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives DOI
Anan Wan, Mengtian Jiang

Journal of Current Issues & Research in Advertising, Journal Year: 2023, Volume and Issue: 44(3), P. 332 - 372

Published: July 3, 2023

We conducted expert interviews and a consumer experiment to investigate practitioners' consumers' attitudes toward adoption of virtual influencers substitute human in live-streaming e-commerce (LSC). Results data confirmed practitioner insights that (versus human) generated less positive lower levels perceived warmth, trust, usefulness, dialogue. Contrary insights, consumers did not perceive as more enjoyable, easier use, distant, likely generate purchase intention than influencers. Furthermore, influencer warmth (usefulness) is positively related attitude (purchase intention). Implications limitations are discussed.

Language: Английский

Citations

34