How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender

Tong, Xinjia; Chen, Yuangao; Zhou, Shasha; Yang, Shuiqing

doi:10.1016/j.jretconser.2022.103031

Cited by 79 publications

(29 citation statements)

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“…Previous research has taken gender [ 14 ], knowledge [ 15 ], and the need for belonging [ 16 ] as the moderators of consumers’ purchase intention. With an increase in shopping channels, Floh and Madlberger [ 17 ] found that impulsiveness, as an individual’s psychological characteristics, plays an important role in consumers’ decision-making behavior.…”

Section: Introductionmentioning

confidence: 99%

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials’ Livestreamed Shopping

Guo

Sun

2022

IJERPH

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As a new form of poverty governance, government officials’ livestreaming e-commerce of agricultural and sideline products has been booming since the outbreak of the coronavirus disease (COVID-19) in 2019. However, exploring the determinants of consumer purchase intentions in the context of government officials’ livestreaming is still limited. Drawing on the stimulus–organism–response (S–O–R) framework, this study develops a research model to examine the effect of platform factor (information quality), user factor (bullet screen mutuality), and streamer factors (streamer trustworthiness, streamer expertise, and streamer responsiveness) on perceived information usefulness and arousal, which in turn affect purchase intention. This study also integrates impulsiveness as a moderator. We use structural equation modeling to analyze 430 samples. Our results show that perceived information usefulness and arousal have a significant positive influence on purchase intention. Moreover, impulsiveness moderates the relationship between perceived information usefulness and purchase intention and between arousal and purchase intention. Livestreaming features and streamer characteristics can activate these two mechanisms. This study provides theoretical contributions to livestreaming and the S–O–R literature, as well as practical insights into livestreaming government officials.

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Section: Introductionmentioning

confidence: 99%

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials’ Livestreamed Shopping

Guo

Sun

2022

IJERPH

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“…Facebook Live, Instagram Stories, and YouTube are just a few examples of the live-streaming platforms available ( Chao et al, 2022 ). Live streaming, an internet-based multimedia entertainment, has quickly acquired popularity worldwide, particularly in highly interactive platforms/products like online gaming, travel, and shopping ( Tong et al, 2022 ). Recently, as a result of COVID-19, consumers have favored live shopping with contact-free service and instant involvement over high-risk retail shopping.…”

Section: Introductionmentioning

confidence: 99%

“…Recently, as a result of COVID-19, consumers have favored live shopping with contact-free service and instant involvement over high-risk retail shopping. Unlike the more typical teleshopping format, which is centered only on a television set, live shopping is a more interactive and social experience ( Yen, 2020 ; Tong et al, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

“…On the other hand, teleshopping is a one-way communication that lacks timely and obvious engagement with customers ( Yen, 2020 ). Live shopping enables two-way conversation with customers in real-time, may be used in more situations than teleshopping and is compatible with many electronic devices (including smartphones and PCs; Tong et al, 2022 ). Live shopping is a new alternative to traditional online shopping that deserves attention.…”

Section: Introductionmentioning

confidence: 99%

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Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm

2023

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Recent years have seen a shift in the online retail industry toward a greater emphasis on live marketing. The growth of social media commerce on the internet demonstrates the popularity of Livestream shopping. Although there has been a rise in interest in studying live streaming, a comprehensive model describing why consumers are willing to consistently employ this novel sales format has yet to be developed. Hence, the present study develops a model to determine the factors influencing consumers’ live-stream shopping intention by employing the affordance lens and S-O-R model. The online data was collected through the Wenjuanxing website from the users of live-streaming platforms such as Taobao.com, Mogujie.com, and JD.com. Results showed that (N = 434): trust can be enhanced through visibility, metavoicing, trading affordance, guidance shopping and interactivity that consequently affects consumer purchase intention. In addition, this study highlights the theoretical and managerial implications for social commerce.

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“…During live streaming, streamers use the screen to convey the product information to the audience. Considering the small screen size, maximizing the use of limited screens to communicate more appealing information is critical (Tong et al ., 2022). During the shopping process, consumers use visual cues with limited cognitive effort to make quick purchase decisions.…”

Section: Introductionmentioning

confidence: 99%

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

Chen,

Tong,

Yang

et al. 2023

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PurposeThis study aims to explore how specific cues with new manifestations (i.e. herding message and price discount information) and customer cognitive style influence attention allocation and purchase intention.Design/methodology/approachTo empirically validate the research hypotheses, an eye-tracking experiment with a 2 × 2 × 2 mixed design was conducted on a sample of 44 participants recruited from a university in China. Repeated measures analysis of variance was employed for data analysis.FindingsThe results show that herding message and price discount information play different roles in viewers' attention and have an interactive effect on attention. Moreover, individual cognitive styles moderate the impact of herding message on attention allocation. Still, two cues positively affect customer purchase intention.Originality/valueThis study guides future research by applying cue utilization theory to investigate the effects of two cues in live streaming. Findings offer practical implications for how live streaming cues affect viewers' attention allocation and purchase intention.

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How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender

Cited by 79 publications

References 100 publications

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials’ Livestreamed Shopping

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials’ Livestreamed Shopping

Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

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