Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Wang, Bin; Xie, Fengyuan; Kandampully, Jay; Wang, Jin

doi:10.1016/j.jretconser.2022.103109

Cited by 51 publications

(17 citation statements)

References 65 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Second, this study did not classify the live stream users in terms of their usage of livestreaming and purchase behaviours for further analysis. Recent research has also suggested that livestreaming is not universally successful in selling all types of products and that sellers should consider product attributes and types when using livestreaming [ 91 ]. Third, future studies can also examine various contextual factors and moderators in the process of persuasion.…”

Section: Discussionmentioning

confidence: 99%

A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong

Law

Lam

et al. 2022

Electron Commer Res

View full text Add to dashboard Cite

With the rapid development of livestreaming commerce in China, consumers spend an increasing amount of time watching and purchasing on the platform. This study examines the development of customer satisfaction and cognitive assimilation through live streaming by considering the drivers from perceived serendipity, affective and cognitive perspectives. Consumer value, which consists of utilitarian, hedonic, and social components, is an appropriate framework to adopt in studying effects of livestreaming commerce broadcast, because it includes all major benefits of watching livestreaming simultaneously. Survey data were collected from 453 respondents with livestreaming shopping experience in Hong Kong. Partial least squares structural equation modeling was applied to test the proposed relationships in this study. Our results suggest that the perceived serendipity, quality of presentation and social presence of livestreaming shopping can enhance customers’ satisfaction and cognitive assimilation through consumer values. The findings can help practitioners design more effective approaches for livestreaming e-commerce.

show abstract

Section: Discussionmentioning

confidence: 99%

A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong

Law

Lam

et al. 2022

Electron Commer Res

View full text Add to dashboard Cite

show abstract

“…The findings of another study conducted Rao,et al (222) showed that e-trust was able to minimize consumer hesitation to shop online. Other findings by Wang et al (2022) show that consumers' online purchase intention is strongly influenced by how much e-trust is. These findings are further strengthened by findings from the research of Mahadhika & Zuliestiana (2021) which shows that e-trust has an impact on increasing consumer confidence in shopping online.…”

Section: E-trust Has a Significant Effect On Online Purchase Intentionmentioning

confidence: 93%

The Role Of E-Trust As Mediation Effect Of E-Service Quality On Online Purchase Intention At Consumer Smes Culinary Sector In Special Region Of Yogyakarta

2022

View full text Add to dashboard Cite

This study aims to examine the role of e-trust as mediation effect of e-service quality on online purchase intention at consumer smes culinary sector in Special Region of Yogyakarta. The respondents in this study were consumers at Special Region of Yogyakarta. The number of respondents in this study were 200 respondents. Sampling is done by purposive sampling technique. This study uses Structural Equation Modeling (SEM) with AMOS as an analytical tool. Based on the results of data testing conducted, it shows that: (1) E-service quality has a significant effect on e-trust at consumer SMEs culinary sector in Special Region of Yogyakarta. (2) E-trust has a significant effect on e-service quality at consumer SMEs culinary sector in Special Region of Yogyakarta. (3) E-service quality has a significant effect on online purchase intention at consumer SMEs culinary sector in Special Region of Yogyakarta. (4) E-trust as mediation effect of e-service quality on online purchase intention at consumer smes culinary sector in Special Region of Yogyakarta.

show abstract

“…The perspectives of research on live e-commerce have become diversified. Some researchers have studied the mechanism underlying the purchase intention of consumers from many perspectives including information technology (IT) affordance (Sun et al, 2019), online celebrity-product, product-livestreaming content matching (Park and Lin, 2020), swift guanxi (Zhang et al, 2020), reducing uncertainty (Lu and Chen, 2021), eye-tracking experiments (Fei et al, 2021), emotional contagion (Meng et al, 2021), emotional intermediary (Zhou and Tong, 2022) and mental imagery quality and customer trust (Wang et al, 2022). Other researchers have studied impulse buying in live e-commerce from perspectives including popularity cues (Lou et al, 2022), human-computer interaction (Yang et al, 2022), flow experience and time pressure (Dong et al, 2023), information transparency (Xu et al, 2022), livestreaming interactions (Liu et al, 2022) and extending the elaboration likelihood model with herd behavior (Yang and Lee, 2023).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…, 2021), emotional contagion (Meng et al. , 2021), emotional intermediary (Zhou and Tong, 2022) and mental imagery quality and customer trust (Wang et al. , 2022).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Wang,

Zhu,

et al. 2024

IMDS

View full text Add to dashboard Cite

PurposeAlthough user stickiness has been studied for several years in the field of live e-commerce, little attention has been paid to the effects of streamer attributes on user stickiness in this field. Rooted in the stimulus-organism-response (S-O-R) theory, this study investigated how streamer attributes influence user stickiness.Design/methodology/approachThe authors obtained 496 valid samples from Chinese live e-commerce users and explored the formation of user stickiness using partial least squares-structural equation modeling (PLS-SEM). Artificial neural network (ANN) was used to capture linear and non-linear relationships and analyze the normalized importance ranking of significant variables, supplementing the PLS-SEM results.FindingsThe authors found that attractiveness and similarity positively impacted parasocial interaction (PSI). Expertise and trustworthiness positively impacted perceived information quality. Moreover, streamer-brand preference mediated the relationship between PSI and user stickiness, as well as the relationship between perceived information quality and user stickiness. Compared to PLS-SEM, the predictive ability of ANN was more robust. Further, the results of PLS-SEM and ANN both showed that attractiveness was the strongest predictor of user stickiness.Originality/valueThis study explained how streamer attributes affect user stickiness and provided a reference value for future research on user behavior in live e-commerce. The exploration of the linear and non-linear relationships between variables based on ANN supplements existing research. Moreover, the results of this study have implications for practitioners on how to improve user stickiness and contribute to the development of the livestreaming industry.

show abstract

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Cited by 51 publications

References 65 publications

A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong

A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong

The Role Of E-Trust As Mediation Effect Of E-Service Quality On Online Purchase Intention At Consumer Smes Culinary Sector In Special Region Of Yogyakarta

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Contact Info

Product

Resources

About