An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce

Abstract

Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.

Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators

“…With respect to research methodology, empirical studies based on data from online questionnaires, i.e., consumer self-reports, remain dominant [24,28,59]. In addition, a few scholars have adopted a qualitative research method; for example, Wongkitrungrueng et al [69] have studied the live streaming strategies of online sellers, and Lu et al [46] have explored the value judgments of consumers. Notably, some scholars performing empirical studies have recently chosen to collect data from live streaming platforms [12,34], using experimental designs to observe the actual behavior of users [20,74].…”

“…This form of high HCI puts consumers in a rich environment where live video from streamers and other user-generated content (e.g., text messages or emojis) allow consumers to receive a constant flow of rich information to support their purchase decisions. As a new way of online shopping, live streaming commerce contains not only many social commerce attributes but also unique social media attributes [6], and thus a large number of sellers are taking advantage of live streaming to generate significant opportunities in terms of marketing, customer service and revenue [46].…”

Content marketing research: A review and research agenda

“…Among all the theories identified, many originally came from the discipline of sociology, and have now been applied to consumer behaviour, for example, social exchange theory (Carlson et al, 2019), social identity theory (Fujita et al, 2019), tribal stigma theory (Nguyen, 2015). To explain consumer responses regarding content marketing, researchers frequently relied on psychological discipline such as perception theory (Bennett, 2017), schema theory (Anaya et al, 2022), self‐determination theory (Weiger et al, 2019), hierarchy‐of‐effects (HoE) theory (Juntunen et al, 2020), means‐end chain theory (Lu et al, 2020). Other theories focused more on communication aspects of content messages and strategies such as genre theory (Wall & Spinuzzi, 2018) and elaboration likelihood model (ELM) (Barreto & Ramalho, 2019).…”

The Power of Live-Streaming in Consumers’ Purchasing Decision

“…People's opinions and activities form cultural norms and practices that change over time, and cultural norms and practices also shape the thoughts and actions of individuals. As a result, consumer purchasing habits and intentions are changing, and many people are beginning to favor online shopping, especially livestreaming shopping (Y.-R. C. Lu et al, 2020). Moreover, the marketers are tremendously offering the livestreaming purchasing opportunities surviving with the global crisis.…”