The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Abstract

Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and channel factors of mukbang live streaming on consumers’ perceived value and subsequent impulse purchase and food consumption behavior. Study 1, an experiment with 216 participants, reveals that a non–autonomous sensory meridian response (non-ASMR) video in which the mukbanger talks to viewers while eating regular (i.e., nonjunk) food is more influential in enhancing the video's perceived value and increasing impulse purchase and consumption. Study 2, with 624 participants, introduces influencer factors into the experiment. It shows that a credible and parasocial influencer significantly affects consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, which excludes the content factors fully mediated by influencer factors, examines the impact of the live streaming influencer and the shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents finds that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhance consumers’ perceived value, leading to impulse purchase and overconsumption. The authors provide theoretical and practical implications to enrich future research and responsible business practices in online food marketing.

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

“…To our knowledge, few studies have explored the structural dimensions and impact outcomes of service failures in live-streaming commerce from the perspective of consumer expectations. Unlike previous studies on live-streaming commerce, which mainly focus on positive values such as purchase, participation, and reward [93], this paper focuses on the dark side of AI-oriented live-streaming, thereby broadening the research boundaries of virtual live-streaming [94]. Further, this study applies the expectancy disconfirmation theory to the field of live-streaming, and proposes the concept of AI-oriented live-streaming e-commerce service failure, including information, functional, system, interaction, and aesthetic failures.…”

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

“…Drawing upon Bowlby's attachment theory, the emotional bond between viewers and streamers can be understood as a reflection of "parasocial interactions" (Wang, Huang and Zhang, 2023;Kerschbaumer, Kreimer, Foscht and Eisingerich, 2023). When a viewer feels a strong parasocial relationship with a streamer, they are more likely to trust the streamer product endorsements, thus influencing their PI (Lee & Wan, 2023;Labrecque, 2014) . This connection is accentuated by the interactive essence of ECL platforms.…”

Impact of Digitalization on Budgeting Functions: An Investigation into Contingency Theory Perspectives

“…Digitalization refers to the utilization of diverse technologies, such as cloud technologies, sensors, big data, and 3D printing, to develop new products, digital services, and innovative business models [56]. The instruments of digitalization encompass a wide range of solutions, including Management Information systems (MIS), Enterprise Resource Planning (ERP) systems, cloud computing (CC), Big Data Analytics (BDA), Customer Relationship Management (CRM) systems, Robotic Process Automation (RPA), the Internet of Things (IoT), Artificial Intelligence/Machine Learning (AI/ML), Digital Collaboration Tools (DCC), E-commerce platforms, and Blockchain technology (BC) [57], [58], [59], [60], [61], [62], [63], [64], [65], [66], [67], [68].…”