An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Frontiers in Psychology, Journal Year: 2023, Volume and Issue: 13

Published: Jan. 16, 2023

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies impulsive consumption mechanism of consumers participating in livestreaming e-commerce from perspectives information source characteristics and social presence examines mediating effect flow experience moderating time pressure. data 268 live shoppers, multiple regression analysis Bootstrap method were used to test research hypothesis. The empirical results show that credibility, professionalism, attractiveness, interactivity sources have significant positive impacts consumers’ intention. Furthermore, coexistence, communication emotional a impact Flow plays part role process affecting intention, while pressure has relationship between coexistence experience. higher pressure, stronger promotion This study enriches literature driving offers practical enlightenment reference improve effectiveness anchors. It is also one first apply theory intention e-commerce.

Language: Английский

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The Role of Platform Quality on Consumer Purchase Intention in the Context of Cross-Border E-Commerce: The Evidence from Africa

Behavioral Sciences, Journal Year: 2023, Volume and Issue: 13(5), P. 385 - 385

Published: May 6, 2023

Africa, as one of the rapidly growing markets, presents a significant opportunity for cross-border e-commerce companies to penetrate their consumer market, which is in dire need development. This study utilizes Information System Success model investigate impact platform quality on consumers' purchase intentions. Additionally, identifies role perceived value and trust process. Moreover, moderating effect acculturation relationship between examined. A total 446 valid responses were obtained through questionnaire survey analyzed using structural equations. The findings reveal that information quality, system service significantly enhance value, thereby positively influencing intention. Furthermore, results highlight joint intention, plays mediating this relationship. also confirmed, indicating it negatively moderates while value. These complement extend existing research provide valuable insights into buying behavior African consumers.

Language: Английский

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Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research

Journal of Business Research, Journal Year: 2024, Volume and Issue: 174, P. 114504 - 114504

Published: Jan. 21, 2024

Language: Английский

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How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: 36(7), P. 1557 - 1575

Published: Jan. 19, 2024

Purpose Based on the “S-O-R” and attachment theories, this paper constructs a research model of platform attribute factors sports short video live e-commerce consumers' psychological conditions, explores how attributes affect consumer behavior through attachment. Design/methodology/approach The study carried out questionnaire survey “snowball” method, total 422 valid questionnaires were collected. uses SPSS 26.0 AMOS to adapt data model, adopts method structural equation modeling for analysis. Findings results show that interactivity, identity, personalization entertainment platforms can actively stimulate attachment, directly drive their consumption Practical implications Examining system functions broadcast from perspective help understand needs satisfaction with provided by platform. Through timely optimization improvement functions, will make connection between consumers closer, thereby increasing stickiness promoting vigorous development e-commerce. Originality/value This identified defined contained in platform, combined S-O-R theory, expanded analytical framework theory made contributions extension theory.

Language: Английский

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Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers

International Journal of Human-Computer Interaction, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 18

Published: July 4, 2024

While the popularity of virtual influencers in influencer marketing is on rise, little known about reasons behind their increasing popularity. Furthermore, there also a dearth research examining why and how could be more effective than human influencing consumer purchase decisions. Drawing concept perceived authenticity machine heuristic, this study investigates effects type (virtual vs. influencer) consumers. In addition, we explore if heuristic will moderate consumers whether trust intentions subsequently associated with influencer. Results from an online between-subjects designed experiment (N = 130) indicated that were unexpectedly as authentic influencers. Additionally, significantly increased among those strong belief heuristic. Subsequently, found positive association between extent consumers' them. was positively intention to products they promoted by These findings provide valuable insights into use for purposes. Further theoretical practical implications are discussed.

Language: Английский

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How does live streaming affect tourists’ intention — a psychology theory perspective

Scientific Reports, Journal Year: 2025, Volume and Issue: 15(1)

Published: Jan. 17, 2025

As a novel experiential approach, live streaming at tourist destinations has garnered significant attention and profoundly impacts tourists' travel decisions. This study aims to validate the effects of usefulness, authenticity, interactivity destination streams on decision-making process tourists. Grounded in stimulus-organism-response (S-O-R) theory, this research identifies as "stimulus," while telepresence trust "organism," with decisions "response." Utilizing survey questionnaires, 274 valid data were collected analyzed through structural equation modeling SPSS 26.0 Amos 28.0 software assess impact The findings reveal that both authenticity positively influence telepresence. Additionally, interactivity, these also affect perceived among viewers, which subsequently enhances their highlights external stimuli streams, elucidating contributing understanding phenomenon within tourism sector.

Language: Английский

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The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications

Acta Psychologica, Journal Year: 2025, Volume and Issue: 254, P. 104778 - 104778

Published: Feb. 9, 2025

Language: Английский

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A Study on the Factors Influencing Chinese Costume Consumers Utilizing Live Streaming Platforms to Purchase Products: A Case Study of Douyin

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 38 - 38

Published: Feb. 27, 2025

A dominant marketing paradigm has appeared in the form of live streaming e-commerce, which holds a significant user base and exhibits an upward trend sales figures. Based on technology acceptance model (TAM) perceived value theory, combined with KANO analytic hierarchy process (AHP), this study extracts consumer demand characteristics through questionnaire survey 402 Chinese Douyin consumers who watch clothing online participate purchases. The categorizes demands into five dimensions 17 indicators: usefulness, ease use, emotional value, economic e-commerce anchor characteristics, hierarchical framework for clothing-focused is constructed. Four critical deep influence factors were indicated by findings: information acquisition, after-sales support, smooth communication, experience. These indicators are primary future optimization platforms. results provide effective data analysis suggestions related to purchasing needs clothing-based platforms so as improve customer satisfaction thus turnover, well theoretical method reference subsequent research

Language: Английский

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How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory

Sustainability, Journal Year: 2022, Volume and Issue: 14(21), P. 14382 - 14382

Published: Nov. 3, 2022

During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but scarcely examined academic research. The major purpose of current study is to examine how broadcast features (visibility, interactivity, and authenticity) impact willingness buy through perceived value trust based on stimulus–organism-response theory. A total 307 Chinese webcast users participated this study. data were collected an online questionnaire survey analyzed by SPSS Amos software. findings discovered that positively utility trust, visibility interactivity enhance hedonistic consumers. Moreover, mediate between buy. This emphasizes important role provides insight for sellers increase consumer perspective trust.

Language: Английский

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The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework

Journal of Retailing and Consumer Services, Journal Year: 2022, Volume and Issue: 71, P. 103187 - 103187

Published: Nov. 16, 2022

Language: Английский

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