Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

Wongkitrungrueng, Apiradee; Dehouche, Nassim; Assarut, Nuttapol

doi:10.1080/0267257x.2020.1748895

Cited by 272 publications

(164 citation statements)

References 68 publications

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“…Consumer trust in this study refers to the trust in product and streamer in live streaming commerce. Consumer trust on a product describes the extent to which viewers believe that the features, quality and the after-sale service of the products displayed in the live stream are as good as described by live streamers (Wongkitrungrueng et al , 2020), while trust on streamers explains the extent to which viewers believe in streamers’ willingness to put themselves in consumers’ shoes and capability to offer high-quality and personalized service (Wongkitrungrueng and Assarut, 2018). The social presence of live streaming platforms will bridge the psychological distance between buyers and sellers, thus increasing consumers’ trust on both products and streamers (Darke et al , 2016), as ambiguity and risk can be reduced in live streams (Lee, 2018).…”

Section: Conceptual Model and Hypothesis Developmentmentioning

confidence: 99%

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How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

Ming

Zeng

Bilal

et al. 2021

IJWIS

211

102

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Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

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Section: Conceptual Model and Hypothesis Developmentmentioning

confidence: 99%

“…The popularity of live streaming has triggered many scholars’ interest. However, this new social phenomenon of live streaming commerce has not gained sufficient attention probably because it has only developed for a few years in China (Wongkitrungrueng et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

Ming

Zeng

Bilal

et al. 2021

IJWIS

211

102

View full text Add to dashboard Cite

show abstract

“…However, the value and credibility of advertising in live-streaming platforms are questionable [11]. Moreover, in terms of live-streaming marketing, Wongkitrungrueng et al [12] suggested several measures that online influencers in live-streaming platforms An additional strand of studies considers the advertising strategies of brand owners, rather than supply chains, that is, how brands deploy advertising to increase revenue. An et al [30] studied the impact of abstract advertising content on luxury accessory brands.…”

Section: A Influencer Marketing and Live-streaming Salesmentioning

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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“…In a culture obsessed with ‘nowness’ (Buhalis and Sinarta 2019 ), live streaming is becoming increasingly prevalent on many social networking sites (e.g., Facebook Live, Twitch, TikTok). Recent research has begun to explore the marketing applications of live streaming (Wongkitrungrueng et al 2020 ). In the tourism field, live streaming is increasingly used by social media influencers (SMIs), travel bloggers, travel agents and tourism destinations as a new channel for creating and circulating travel experiences, selling products, or promoting destinations.…”

Section: Introductionmentioning

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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Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

Cited by 272 publications

References 68 publications

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

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

Travel live streaming: an affordance perspective

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