How live streaming influences purchase intentions in social commerce: An IT affordance perspective

Sun, Yuan; Shao, Xiang; Li, Xiaotong; Guo, Yue; Nie, Kun

doi:10.1016/j.elerap.2019.100886

Cited by 596 publications

(629 citation statements)

References 72 publications

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“…About 80% of the respondents were female. The skewed distribution is about the average (75.4%) of two recent live stream studies conducted in China [1,69], in which female respondents accounted for 61.11% and 89.7% respectively. Furthermore, nearly 60% of respondents watched live stream shopping once a week.…”

Section: Methodsmentioning

confidence: 85%

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How can live streamers enhance viewer engagement in eCommerce streaming?

Liu¹,

Sun²,

Lee³

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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eCommerce live streaming has enabled new forms of customer engagement, where live streamers, viewers and platform owners engage each other in real time to hawk and trade goods and services. Central to live streaming sales are live streamers. It is therefore critical to discover techniques to maximize live streamers' engagement with viewers. Based on the intimacy theory, we propose the perceived intimacy live streamers created improves online engagement with viewers. Our survey results suggest streamers' authenticity, attitudinal similarity and customer response capability enhance intimacy perceived by online viewers, leading to viewers' online engagement. Contributions of our study are discussed.

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Section: Methodsmentioning

confidence: 85%

“…Live stream shopping is one new way of advertising and selling products [1]. It is carried out in real time and highly interactive.…”

Section: Introductionmentioning

confidence: 99%

How can live streamers enhance viewer engagement in eCommerce streaming?

Liu¹,

Sun²,

Lee³

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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“…After the notion of affordances was initially developed by psychologists, was quickly appropriated in other fields. For example, affordance theory is useful to direct service design to enhance customer interaction (Sun et al 2019 ); it is also useful to accomplish innovation in tourism organizations through social media (Buckley and Akhoundogli 2020 ). Therefore, affordance theory offers the means to interpret and guide potential actions.…”

Section: Affordance Theorymentioning

confidence: 99%

Travel live streaming: an affordance perspective

Deng

Benckendorff

Wang

2021

Inf Technol Tourism

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This study draws on tourism literature and current examples to propose that the emergence of Travel Live Streaming (TLS) provides new affordances for live streamers, viewers, and sponsors. Despite its increasing popularity and the new opportunities for communication and marketing in tourism, TLS has received limited attention in the academic literature. The aim of this paper is to use affordances theory to understand some of the key features and benefits of TLS. It is argued that TLS affordances include temporal, spatial, interactive, and media affordances. These affordances support new opportunities and actions for travel live streamers, viewers, and sponsors. The paper proposes an affordance-based TLS framework and concludes with three propositions to guide future research directions.

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“…Consumers' decision [5], [19] N N N N N [7], [11], [13], [14], [15], [18], [21], [28] Y N N N Y [8], [9], [6], [16], [10], [34], [35] Y N N N N [42], [45], [46], [47] Y N N N N [20], [39], [40], [48] Y…”

Section: Supply Chainmentioning

confidence: 99%

“…For example, Xu et al [15] believed that livestreaming leads to hedonic and impulsive consumption, which alters consumers' perceptions and emotional states with regard to goods. Sun et al [16] suggested that factors such as guided shopping experiences and the immediate visibility and availability of live shopping increased consumers' propensity to purchase. Kang et al [17] asserted that the most important feature of live commerce is its interactivity; therefore, the authors investigated the dynamic impact of interactivity on customer engagement from a marketing perspective.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Yong

Cai

2021

IEEE Access

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Live e-commerce is an emerging business model in one form of which online influencers sell goods through live-streaming platforms. In this paper, we develop a live e-commerce supply chain pricing model with online influencers as retailers, with which we investigate the effects of consumers' impulsive consumption behavior, satisfaction. This paper analyzes the impact of consumers' impulse purchases on both manufacturers and retailers, and separately, on supply chains. We also assess consumers' purchase decisions when they watch online influencers promoting products via live-streaming. The results reveal that the impact of impulse spending on supply chain agents is non-monotonic. Rational pricing decisions and ensuring high-value products are the keys to profitability and impulse spending that lead to consumer satisfaction and can increase competition in the market. Therefore, supply chain decision makers should increase customers' satisfaction by offering products and enhancement following impulse consumption, rather than simply encouraging further impulse consumption behavior, which can often result in buyer's remorse and returned merchandize.

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How live streaming influences purchase intentions in social commerce: An IT affordance perspective

Cited by 596 publications

References 72 publications

How can live streamers enhance viewer engagement in eCommerce streaming?

How can live streamers enhance viewer engagement in eCommerce streaming?

Travel live streaming: an affordance perspective

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

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