Systems,
Год журнала:
2024,
Номер
13(1), С. 19 - 19
Опубликована: Дек. 31, 2024
Live
streaming
has
been
widely
used
by
enterprises
to
motivate
consumers
in
real-time
interactions.
However,
live
streamers’
corporate
social
responsibility
(CSR)
overlooked
existing
studies.
This
paper
examines
the
CSR
investment
strategy
for
brand
owner
and
streamer
considering
effect
of
consumer
preference
power
structure
within
live-streaming
supply
chains
(LSSCs).
To
achieve
this
objective,
we
develop
different
Stackelberg
game
models
examine
an
LSSC
focusing
on
whether
either
firm
can
be
leader
or
invest
CSR.
Additionally,
impact
both
firms
investing
are
analyzed.
Our
findings
reveal
that
regardless
who
investor
is,
benefits
firms,
(brand
streamer)
always
more
from
follower
consumers.
Moreover,
one
prefers
other
when
sensitivity
is
low;
otherwise,
it
itself.
Finally,
our
research
highlights
win-win
outcomes
members
These
provide
implications
strategies
preferences.
International Journal of Contemporary Hospitality Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Сен. 20, 2024
Purpose
This
study
aims
to
examine
how
virtual
influencers
(VIs)
affect
purchase
intentions
in
tourism
and
hospitality
e-commerce
live
streaming
(THCLS)
by
focusing
on
the
roles
of
VIs’
source
credibility,
trust
products,
VIs,
emotional
engagement,
parasocial
relationships
influencer–product
congruence.
Design/methodology/approach
Survey
data
from
416
active
viewers
VIs
THCLS
were
analysed
using
partial
least
squares
structural
equation
modelling.
Findings
highlights
importance
which
positively
affects
product,
engagement.
However,
credibility
does
not
have
a
positive
impact
relationships.
Trust
products
influences
VIs.
Emotional
engagement
significantly
influence
relationships,
which,
intentions.
Influencer–product
congruence
strengthens
link
between
but
moderate
relationship
No
significant
gender
differences
observed,
although
minor
discrepancies
noted
effect
The
importance–performance
map
analysis
revealed
that
are
most
important
factor
influencing
intentions,
while
has
highest
performance,
is
lowest
performance.
Practical
implications
provides
actionable
insights
for
marketers
leveraging
sector,
emphasizing
strategies
enhance
VI
foster
ensure
adopt
gender-neutral
marketing
approaches
effectively
Originality/value
offers
theoretical
practical
into
role
THCLS,
illuminating
their
consumer
behaviour
Service Industries Journal,
Год журнала:
2024,
Номер
unknown, С. 1 - 27
Опубликована: Авг. 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.
PLoS ONE,
Год журнала:
2025,
Номер
20(4), С. e0322294 - e0322294
Опубликована: Апрель 29, 2025
Live
streaming
e-commerce
emphasizes
the
role
of
live
influencers
and
dynamic
interactions
between
viewers
influencers.
Utilizing
data
collected
from
400
questionnaires,
this
study
delves
into
mechanisms
through
which
characteristics
influence
consumer
purchase
intentions,
with
a
focus
on
emotional
trust
as
mediating
variable
well
education
level,
age,
perceived
risk,
live-stream
engagement
moderating
factors.
The
findings
indicate
that
traits
have
positive
effect
consumers’
intent
to
purchase.
Emotional
mediates
influencer
intention.
Consumers’
educational
level
positively
moderates
relationship
professionalism
homogeneity
their
while
it
negatively
influencers’
attraction
interactivity
intentions.
Additionally,
age
consumers
link
but
links
homogeneity,
attraction,
Furthermore,
both
moderate
impact
Lastly,
risk
respectively
exert
negative
effects
contributes
marketing
theory
by
adopting
an
innovative
approach
systematically
investigate
collective
all
four
(professionalism,
interactivity)
within
comprehensive
framework.
Asia Pacific Journal of Marketing and Logistics,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 9, 2025
Purpose
This
study
comprehensively
investigates
the
impact
of
virtual
streamers’
emotional
expressions
on
willingness
PC
online
game
players
to
make
in-game
purchases,
providing
valuable
insights
for
developers
and
marketing
professionals.
Design/methodology/approach
research
constructs
a
theoretical
model
integrating
expression,
empathy
theory
labor
analyze
players’
purchase
willingness.
The
covers
personalization,
interactivity
authenticity
expression.
Data
from
457
questionnaires
were
analyzed
using
SEM
regression
analysis
examine
factors
influencing
verify
hypotheses.
Findings
findings
reveal
that
enhance
empathy,
which
positively
influences
purchases.
Empathy
significantly
impacts
intention.
These
not
only
boost
but
also
directly
increase
buy.
Additionally,
mediates
relationship
between
interactivity,
willingness,
while
moderates
this
effect,
further
strengthening
purchase.
Originality/value
By
labor,
an
integrated
explore
enriches
existing
by
incorporating
individual
social
psychological
factors.
