Unravelling the Significance of Social Presence in Live E-commerce: An Empirical Exploration Employing Social Presence as an Intermediate Variable DOI Open Access
Wei Wu, Abdul Rashid Abdullah,

Ye Shiwen

et al.

International Journal of Business and Technology Management, Journal Year: 2024, Volume and Issue: unknown

Published: March 1, 2024

Live e-commerce is an important industry that has emerged in recent years, and due to its diversified scenarios, strong interactivity, fast growth user scale, it become way pull the development of e-commerce. Based on theoretical analysis, this paper constructs a relationship model streamer live streaming, social presence, consumers' purchase intention. Then, questionnaire survey was carried out online way, hypothesis testing out. The results show that: attractiveness, professionalism, interactivity have significant positive effects intention; mediating effect presence significant, i.e., streaming promotes intention by improving sense presence. Accordingly, two suggestions are put forward: one enhance consumer experience as focus creating good atmosphere for other emphasize screening training create professional network with competence. second team ability.

Language: Английский

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
Enhancing Sales of Green Agricultural Products through Live Streaming in China: What Affects Purchase Intention? DOI Open Access

Zheng Shi,

Xinyang Lyu,

Jie Wang

et al.

Sustainability, Journal Year: 2023, Volume and Issue: 15(7), P. 5858 - 5858

Published: March 28, 2023

Live streaming of agricultural products can reduce farmer losses caused by unsalable and increase the income farmers. be especially effective for green product sales as it viewer understanding interest in production attributes products. Using stimulus, organization, response theoretical framework, this paper explores influence anchors’ characteristics on consumers’ purchasing behavior mediating effect consumption cognition. The data come from surveys distributed online to Chinese shoppers who had participated an livestreaming event. A total 691 valid responses were received. Anchor influence, promotion, interactive entertainment found positively impact behavior. Green cognition, composed environmental problem perception awareness, has a positive intent. Furthermore, anchor promotion indirectly through

Language: Английский

Citations

25
Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector DOI Creative Commons

Yang Gu,

Wornchanok Chaiyasoonthorn, Singha Chaveesuk

et al.

Acta Psychologica, Journal Year: 2024, Volume and Issue: 249, P. 104415 - 104415

Published: Aug. 3, 2024

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating factors influencing intention in live-streaming marketing. research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), hypothesis testing evaluate relationships. findings revealed that attributes of live streaming, including streamer, product, field, as well trust impulsiveness, positively influence intention. This study provides perspective on streaming with evidence how drives intentions, enriches content literature, explores practical implications for marketing managers who are looking by streaming.

Language: Английский

Citations

12
Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce DOI Creative Commons

I-Tung Shih,

Andri Dayarana K. Silalahi, Ixora Javanisa Eunike

et al.

Computers in Human Behavior Reports, Journal Year: 2023, Volume and Issue: 13, P. 100363 - 100363

Published: Dec. 26, 2023

This study investigates the growing landscape of live streaming e-commerce, addressing a significant gap in literature by exploring interplay between social and technical factors building trust their substantial impact on customer engagement behavior (CEB). Grounded socio-technical theory framework, employs structural equation modeling to analyze data from Indonesian participants (N = 361) active e-commerce ecosystem. The findings reveal essential role systems developing trust, highlighting emergence streamers as crucial factor extending products promoted. significantly influences CEB, enabling consumers actively contribute Beyond its academic value, offers practical insights for industry practitioners providing actionable strategies build effective integrating factors. These strategies, derived findings, aim enhance long-term foster success streaming. research fills critical scholarly provides vital guidance stakeholders this rapidly changing digital marketplace.

Language: Английский

Citations

22
How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity DOI Creative Commons

Zhen Huang,

Xue Yan,

Jia Deng

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2024, Volume and Issue: 19(2), P. 725 - 742

Published: March 29, 2024

In recent years, with the rapid development of live-streaming commerce, social dynamics and psychological impact such online activities merit further discussion. this study, we investigate sensory experiences viewers watching live streaming examine how these influence consumer well-being. We developed a conceptual model to understand mechanism based on relationship between presence, shopping enjoyment, familiarity, The results 410 samples indicate that (1) presence in commerce has significant positive effect well-being; (2) enjoyment plays mediating role process predicting (3) familiarity moderating second half indirect This study examines well-being context marketing, expanding research scenario clarifying mechanisms boundary conditions consumers well-being, which important implications for interactive marketing enterprises enhance promote long-term

Language: Английский

Citations

7
The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments DOI Creative Commons
Xiaoli Tang,

Zefeng Hao,

Xiaolin Li

et al.

Frontiers in Psychology, Journal Year: 2024, Volume and Issue: 14

Published: Jan. 12, 2024

Live streaming marketing has become a popular topic of academic research. However, relatively few studies have been conducted in terms the physical attractiveness streamers, and even fewer analyzed changes cognitive-emotional mechanisms that affect consumer response behavior. Based on SOR theory system theory, this study proposes theoretical research model analyzes internal mechanism streamers’ affecting consumers’ using combination eye-tracking experiments questionnaires. The results showed that: compared to streamers with lower attractiveness, consumers pay longer attention products higher their behaviors (continued watching intention, continued engagement purchase intention) are more active; low involvement, high involvement product perceive process for period time; quasi-social interaction flow experience play role chain mediator between behaviors. This not only certain significance expanding applicable boundaries appearance halo effect, but also important practical live broadcasting e-commerce companies effectively adopt visual enhance customer retention.

Language: Английский

Citations

5
Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory DOI
Xi Luo, Jun‐Hwa Cheah, Xin‐Jean Lim

et al.

Internet Research, Journal Year: 2024, Volume and Issue: unknown

Published: May 23, 2024

Purpose The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange investigate how streamer- product-centered signals influence customers’ likelihood making an impulsive purchase in the context. Design/methodology/approach An online survey was designed distributed target respondents China using purposive sampling. A total 735 valid responses were analyzed with partial least square structural equation modeling (PLS-SEM). Findings Both streamer-centered signals, i.e. streamer credibility interaction quality, discovered significantly signal, product information quality. Additionally, quality found have significant impact on credibility. Furthermore, it observed that customer engagement played mediating role relationship between buying tendency. Moreover, paths engagement, as well connection tendency, be moderated by guanxi orientation. Originality/value Despite prevalence purchases commerce, few studies empirically investigated influencing decisions. Consequently, best our knowledge, this distinguishes itself offering empirical insights into streamers use reciprocating mechanisms communicate facilitate

Language: Английский

Citations

5
The role of motivators, barriers, attractiveness, and positive emotions on consumers’ intention to adopt and resist self-driving delivery robots DOI
Le Yi Koh, Kum Fai Yuen

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103998 - 103998

Published: July 22, 2024

Language: Английский

Citations

5
A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong DOI Open Access
Mark Ng, Monica Law,

Lubanski Lam

et al.

Electronic Commerce Research, Journal Year: 2022, Volume and Issue: 23(3), P. 1565 - 1590

Published: Dec. 21, 2022

Language: Английский

Citations

19
Online consumers build trust with online merchants through real-time interaction function DOI Creative Commons
Lifu Li

Journal of Information Economics, Journal Year: 2024, Volume and Issue: 1(4), P. 37 - 48

Published: Jan. 8, 2024

<p class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: normal; mso-pagination: none; margin: 12.0pt 0cm 0cm;"><span lang="EN-US" style="font-size: 14pt; font-family: 'times new roman', times, serif;">Given the rapid development of live streaming commerce in China, this study focuses on interactivity and sociability shopping activities explores online consumers&rsquo; real-time interaction intentions trust-building behaviours with merchants. To discover between consumers merchants, builds a research model based Theory Planned Behaviour (TPB). Through data analysis partial least squares path modelling variance-based structural equation (PLS-SEM), key findings state that, three factors, including attitude, subject norm, perceived control, positively affect lead them to build trust Meanwhile, control variables, gender, age, educational background, demonstrate insignificant effects across model. Unlike existing literature, current pays much attention interactive characteristics can provide some valuable suggestions both for which promote co-development commercial social aspects platforms.</span></p>

Language: Английский

Citations

4