Assessing the intention to adopt computational intelligence in interactive marketing

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103765 - 103765

Опубликована: Фев. 24, 2024

Язык: Английский

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The key opinion leader introduction and pricing strategy for live streaming e-commerce platforms considering the impact of network effects

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104077 - 104077

Опубликована: Сен. 13, 2024

Язык: Английский

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Digitally empowered green public services in environmentally vulnerable areas: Insights from SEM-ANN analysis

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 84, С. 104216 - 104216

Опубликована: Дек. 28, 2024

Язык: 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, Год журнала: 2025, Номер 20(1), С. 38 - 38

Опубликована: Фев. 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

Язык: Английский

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Optimal channel strategy for an e-seller: Whether and when to introduce live streaming?

Electronic Commerce Research and Applications, Год журнала: 2023, Номер 63, С. 101348 - 101348

Опубликована: Дек. 13, 2023

Язык: Английский

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The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

Behavioral Sciences, Год журнала: 2024, Номер 14(4), С. 320 - 320

Опубликована: Апрель 12, 2024

Over the last few years, livestreaming e-commerce has shown rapid growth and become an important form of e-commerce. However, potential mechanisms interpersonal interaction’s influence on purchase intention in have yet to be fully investigated. Based SOR (Stimulus-Organism-Response) framework, this study reveals association between interaction (consumer–anchor consumer–consumer interaction), psychological distance, consumer intention, positive role brand identification time pressure context influential relationships. The results analyzing 603 questionnaires show that distance consumers products plays a mediating effect intention. Meanwhile, found consumers’ with live room was effective enhancing direct model. Additionally, associated limited-time sales also effects reveal interactions various identities e-commerce, providing theoretical guidance practical insights for practitioners field.

Язык: Английский

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MEMF: Multi-entity multimodal fusion framework for sales prediction in live streaming commerce

Decision Support Systems, Год журнала: 2024, Номер 184, С. 114277 - 114277

Опубликована: Июнь 29, 2024

Язык: Английский

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A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce

Computers in Human Behavior, Год журнала: 2023, Номер 151, С. 108022 - 108022

Опубликована: Ноя. 8, 2023

Язык: Английский

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Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor

Asia Pacific Journal of Marketing and Logistics, Год журнала: 2024, Номер 36(8), С. 1871 - 1897

Опубликована: Фев. 12, 2024

Purpose As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch e-commerce streaming. The purpose of this research was explore the mechanisms that prompt consumers stay or leave after content transfer broadcasts. In addition, we explored factors affecting consumption from perspectives anchors, and external environment. Design/methodology/approach We distributed questionnaires group fans who had experienced transition received back 375 valid questionnaires. Using psychological contract theory, constructed theoretical model for scenario in which broadcasting analysed data using partial least squares structural equation modelling (PLS-SEM). Findings results show circle culture, mainstream initial trust all positively influenced consumers’ attitudes, whilst past shopping experiences negatively attitudes. personal charm did not have significant effect on Additionally, found only with culture good levels amongst were able successfully. Originality/value This study extends application theory field describes transformation different types contracts. paper’s conclusions provide reference decision-making implementation by content-based streaming, helping them coordinate their relationships more effectively.

Язык: Английский

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How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logistic regression and decision tree

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 80, С. 103922 - 103922

Опубликована: Май 17, 2024

Язык: Английский

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