How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

Abstract

Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

“…The use of the S-O-R theory as a theoretical framework for this research is advantageous for two reasons. First, this model provides the theoretical basis for the understanding of consumer behavior and has been widely applied to examine consumers' behaviors in e-commerce, such as purchase intention (Guo et al, 2021 ), online repurchase intention (Zhu et al, 2020 ), and impulse buying behaviors (Chen and Yao, 2018 ). Second, the S-O-R theory allows us to capture the unique dimensions of real-time social interaction in live-streaming e-commerce and construct a dynamic mechanism to present how LSI influences customer purchase intentions.…”

“…The commercial application of next-generation information technology has brought wide-ranging business changes, and the touch points of customer experience have expanded from limited offline stores to the digital space (Hoyer et al, 2020 ). Live streaming, as novel information technology, has been an embedded live function of e-commerce platforms that are operated by mainstream e-commerce enterprises, such as Taobao.com and Jingdong.com (Wongkitrungrueng and Assarut, 2018 ; Cunningham et al, 2019 ; Sun et al, 2019 ; Park and Lin, 2020 ; Xu and Ye, 2020 ; Guo et al, 2021 ). Compared with traditional e-commerce, live-streaming e-commerce has become appealing to marketers because of its powerful interactions (Hu and Chaudhry, 2020 ; Kang et al, 2020 ; Xu et al, 2020 ).…”

Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce

“…Zhang et al (2020) proved that the live video streaming (LVS) strategy can improve customers' online purchase intention by providing more authentic information to reduce psychological distance and uncertainty. Guo et al (2021a) and Baek et al (2020) confirmed the positive effect of live streaming features on reducing consumers' overall perceived uncertainty, and increasing consumers' overall perceived value and purchase intention in the context of cross-border e-commerce.…”

Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

“…The literature related to purchase behavior in the livestreaming environment usually pays attention to stimuli and responses, but the internal mechanism of impulse buying remains unclear. According to Guo et al (2021) , livestreaming features greatly boost consumers’ overall perceived value and purchase intention. Lu and Chen (2021) found that livestreaming hosts’ physical attributes, conveyed through vicarious product trials and values shared via instant engagement, enable consumers with similar physical traits and values to reduce product uncertainty and cultivate trust.…”