Digital Consumer Needs in Digital Supply Network Creation

Jurczak, Marcin; Kopeć, Magdalena

doi:10.1007/978-3-319-91668-2_11

Cited by 2 publications

(1 citation statement)

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“…ThetopfourimportantattributesthatconsumersinthisstudyconsideredwhenusingFacebookLive fore-commercewereaffordabilityoftheprices,howtheproductsaddressedtheirdailyneeds,novelty oftheproducts,andthoroughnessofthedemonstration.Consumersoftenmakejudgementsabout priceaspartoftheirdecision-making (Choi,Dai&Kim,2018;Galarza&Wong,2017).Asaresult, thisattributeisalogicalpartofthewebcastviewer'sdecisions.Productsorserviceswhicharealigned withthedailyneedsoftheconsumerarealsoacknowledgedtoinfluenceconsumerdecision-making (Jurczak & Kopeć, 2019). Consumers watching Facebook Live and deciding whether to buy the productcertainlymakefulfillmentoftheirperceivedneedsapartoftheirdecision.Noveltyisalso along-acknowledgedfactorinconsumerpurchasingbehavior (Bianchi,1998).Thedynamicoflive streamingthathasemergedinrecentyears,andparticularlytheusefore-commerce,providesthis experienceofnoveltytotheconsumer.Livestreamingalsoallowsconsumerstoreceiveathrough introductiontotheproducttheyareconsidering.Thelivestreamsalesallowsconsumerstodirectly seetheconditionoftheproductthroughinstantimagesandvideos,unlikegenericonlineshopping,…”

Section: Attributesmentioning

confidence: 99%

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

Marek

Chen

et al. 2020

International Journal of Online Marketing

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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.

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Section: Attributesmentioning

confidence: 99%