Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Li, Lifu; Kang, Kyeong; Feng, Yafei; Zhao, Anqi

doi:10.1057/s41270-022-00192-5

Cited by 16 publications

(6 citation statements)

References 55 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Meanwhile, combined with the e-entrepreneurial environment in China, this study mainly focuses on the technical and policy opportunities and discovers their impacts on individual' e-entrepreneurial motivation. Regarding the capability unit, in addition to analysing the effect of entrepreneurial capabilities, this paper considers China's multicultural backgrounds and designs the cultural capability as an influencing factor, which existing scholars ignore (Li and Kang, 2022b). Furthermore, because of the development difference between China's urban and rural regions, online entrepreneurs from urban areas can get more essential policy support and accept a more improved education system than rural area entrepreneurs, affecting them to have different attitudes towards e-entrepreneurship (Ann et al, 2015).…”

Section: Urban and Rural Comparisonmentioning

confidence: 99%

“…Meanwhile, as a multicultural country, online entrepreneurs from China are subtly accustomed to combining local cultural elements with their business activities and designing a unique cultural context for their products or services (Liu et al, 2019). Abundant cultural knowledge applied in e-entrepreneurship can win online consumers' trust and enhance their online shopping interest, such as folk songs from the Menggu group, the ethnic costumes from the Miao group and dialects and traditional custom knowledge from the Han group (Li et al, 2022, Li andKang, 2021b;Nakata et al, 2018;Su, 2019). This claims that, except for entrepreneurial capabilities, cultural knowledge is a significant capability for Chinese online entrepreneurs because of their multicultural backgrounds.…”

mentioning

confidence: 99%

See 1 more Smart Citation

Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives

Kang²

2022

JEEE

Self Cite

View full text Add to dashboard Cite

Purpose E-entrepreneurship is developed based on digital platforms, having specific technical opportunities, such as the interactive ecosystem, fast payment method and online store function, without strict requirements for online entrepreneurs. Considering China’s e-entrepreneurship environment and cultural background, this paper aims to analyse individuals’ e-entrepreneurship motivation based on the capability–opportunity–motivation–behaviour (COM-B) behaviour changing theory. Design/methodology/approach Through testing 602 samples based on the partial least squares path modelling and variance-based structural equation modelling, the factors from the opportunity and capability units positively affect individuals’ e-entrepreneurship motivation. Meanwhile, because of the economic and social environmental differences between China’s urban and rural regions, this study promotes the multi-group analysis based on individuals’ regional backgrounds. Findings First, as opportunity factors, technical and policy opportunities have significantly positive relationships with individuals’ e-entrepreneurship motivation. Second, entrepreneurial and cultural capabilities are essential for Chinese entrepreneurs while making an entrepreneurial decision. Third, because of the e-entrepreneurial environment difference and educational system gap, entrepreneurial capability exerts a greater influence on the e-entrepreneurship motivation for Chinese individuals from urban regions, and cultural capability exerts a higher impact on the e-entrepreneurship motivation for Chinese individuals from rural regions. Originality/value Whilst the phenomenon of e-entrepreneurship is emerging as a popular entrepreneurship area of study, little research has systematically explored individuals’ e-entrepreneurial motivation and analysed influencing factors from macro and minor aspects. According to the COM-B behaviour changing theory, this paper discovers influencing factors from environmental opportunity and personal capability units, and it is helpful to present individuals’ attitudes to the platform-based business model.

show abstract

Section: Urban and Rural Comparisonmentioning

confidence: 99%

mentioning

confidence: 99%

Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives

Kang²

2022

JEEE

Self Cite

View full text Add to dashboard Cite

show abstract

“…Businesses can live stream their products on short video platforms like TikTok, Kuai Shou, and Huo Shan to give customers a more intuitive experience of the items, against the backdrop of the 5G era [10][11][12]. Consumer viewing time is influenced by the content's quality [13].…”

Section: Literature Review and Research Hypotheses 21 Short Video Liv...mentioning

confidence: 99%

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Zeng,

Liu,

Zhang

et al. 2023

Sustainability

View full text Add to dashboard Cite

In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.

show abstract

“…Streamers, with their distinct personalities, can resonate deeply with specific viewer groups, forging stronger attachments (Lee & Watkins, 2016). The ramifications of such attachments are farreaching: viewers may form a positive stereotype of a captivating streamer, transferring their positive sentiments towards the endorsed products (Li, Feng and Zhao, 2023). Beyond consistent viewership, these attachments could translate to significant financial backing (Wohn & Freeman, 2020) and potent word-of-mouth recommendations (Li, Li and Cai, 2021).…”

Section: Attachment To Streamersmentioning

confidence: 99%

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Feng,

Wei

2023

J. of Law and Sust. Develop.

View full text Add to dashboard Cite

Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

show abstract

Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Cited by 16 publications

References 55 publications

Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives

Impact of opportunity and capability on e-entrepreneurial motivation: a comparison of urban and rural perspectives

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Contact Info

Product

Resources

About