Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming

Fei, Mengqi; Tan, Huizhong; Peng, Xixian; Wang, Qiuzhen; Wang, Lei

doi:10.1016/j.dss.2020.113466

Cited by 124 publications

(83 citation statements)

References 58 publications

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“…Building on the SOR model, reveal that the value of live commerce can be addressed as a stimulus that affects the internal process of consumers such as how customers gauge the seller's and product's trustworthiness influence their behavioural responses to foster relationship with the seller. Fei et al (2021) also highlighted the social cue in e-commerce live streaming videos act as the "stimulus" to consumers, including herding message and interaction text. Thus, the S-O-R models support the factor influence live commerce and build integrative conceptual framework to reflect how social interactivity in live streaming engage with customer.…”

Section: Literature Review and Theoretical Background Stimulus-organism-response (S-o-r) Modelmentioning

confidence: 99%

“…Previous studies reveal that stimuli in the SOR framework are the elements or factor that affect interior and emotional states of an individual and mostly use for perception of individual (Eroglu, Machleit & Davis, 2001). The stimuli that mainly used by previous literature within the SOR framework are known as factors, cues, bond, or value of social, design, ambient, environmental, informative, and financial (Bagozzi, 1986;Eroglue et al, 2001;Herrando et al, 2018;Fei et al, 2021). In this study, considering the marketing, management and entrepreneurship perspective inputs of live commerce researcher propose to employ relational bonds as the stimuli.…”

Section: Relational Bonds As Stimulimentioning

confidence: 99%

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The Relationship between Live Commerce towards Customer Engagement in Malaysia E-commerce Platform

Ong¹,

Habidin²,

Fuzi³

et al. 2021

IJARBSS

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This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC) theory and stimulus-organism-response (SOC) model, researcher propose to analyze the practice of live commerce and the relationship with Customer engagement in SMEs Malaysia. These theory and model will be employed to develop an integrative conceptual framework that combines various relational bonds, affective commitment, visual attention, and consumer engagement. Through understanding majority live commerce consumer in Malaysia, can reflect live commerce customer expectation and need and contribute to customer engagement. The implication of this study is expected to give insight of live commerce practice in Malaysia and indirectly assist ecommerce operator and related industry that wish to venture in live commerce. For future study, researcher will add culture and ethnicity as mediating effect and a research model will be developed by testing the proposed conceptual framework using Structural Equation Modelling (SEM).

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Section: Literature Review and Theoretical Background Stimulus-organism-response (S-o-r) Modelmentioning

confidence: 99%

Section: Relational Bonds As Stimulimentioning

confidence: 99%

The Relationship between Live Commerce towards Customer Engagement in Malaysia E-commerce Platform

Ong¹,

Habidin²,

Fuzi³

et al. 2021

IJARBSS

View full text Add to dashboard Cite

show abstract

“…The economic growth of Chinese Internet influencers exceeded 2 trillion yuan [2]. Online influencers have impacts on consumers' purchase behavior [3], [4]. Compared with fixed product images on online sales platforms, live-streaming is more intuitive and displays product information in a more realistic way, making it easier to attract consumers to buy products.…”

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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“…Cunningham analyzed the platforms, policies, and difficulties faced by China's webcasting and pointed out that social media influencers can successfully drive economic development, meet marketing needs, and guide consumers to shift from a traditional sales model to a livestreaming sales model [10]. This benefit can be expanded through the livestreaming e-commerce model to enhance consumers' desire to buy products [7,[11][12][13][14]. But the research on influencers focuses on their economic benefits or social impact, only a little research on influencers income and expenditure.…”

Section: Introductionmentioning

confidence: 99%

“…Livestreaming e-commerce is based on social media influencers as the spokesperson and the number of influencers' fans as the leading factor [14]. By gathering popularity on livestreaming platforms and social media, relying on the huge fan group to sell products, livestreaming e-commerce is transforming the fans into purchasing power [15,16].…”

Section: Introductionmentioning

confidence: 99%

Research on the Decision-Making Mechanism of Live Commerce Supply Chain Based on Three-Party Evolutionary Game

Wu¹,

Wang²

2021

Preprint

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With the diversified development of media forms, livestreaming e-commerce has become a new sales model. Unlike the traditional sales model, this paper constructs a three-party game model composed of manufacturers, social media influencers and consumers based on the livestreaming model. It explores the equilibrium strategy selections of each participant in the supply chain system. In analyzing the evolutionary game stability of each participant, this paper obtains the equilibrium strategy and stability factors by analysis of the income and expenditure matrix. It uses the simulation model to analyze reasons for strategy selections of different game participants in the livestreaming e-commerce model. The results show that the strategies of manufacturers, social media influencers and consumers' selections have different impacts on their decision-making mechanism, and man-ufacturers are more sensitive to consumers' active participation in livestreaming e-commerce.

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Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming

Cited by 124 publications

References 58 publications

The Relationship between Live Commerce towards Customer Engagement in Malaysia E-commerce Platform

The Relationship between Live Commerce towards Customer Engagement in Malaysia E-commerce Platform

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

Research on the Decision-Making Mechanism of Live Commerce Supply Chain Based on Three-Party Evolutionary Game

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