The influence mechanism of quasi-site creativity stimulation on consumers’ impulse buying in e-commerce live streaming

Li, Shugang; Dou, Qiang; Yu, Zhensheng

doi:10.1007/s11042-023-15101-w

Cited by 4 publications

(2 citation statements)

References 66 publications

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“…Changes in consumer attitudes are mainly attributed to cognitive and affective variables, or rather, attitudes are constituted by affect and cognition [28,29]. By live-streaming agricultural products, consumers can deepen their impressions and better understand the products, which in turn improves consumer perception [3,30,31]. A linear link also exists between variables, including product brand, service quality, and consumer perception [27,32].…”

Section: The Mediation Of Cognition and Emotionmentioning

confidence: 99%

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Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Zeng,

Liu,

Zhang

et al. 2023

Sustainability

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In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.

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Section: The Mediation Of Cognition and Emotionmentioning

confidence: 99%

“…In addition, short video live streaming might provide viewers with a more intuitive experience on a consumer level. Customers are given enough information to establish a closer relationship with the merchant to increase their involvement and interest, both sensory and mental [27,31,34].…”

Section: Live-streaming On Short Video Platformsmentioning

confidence: 99%

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Zeng,

Liu,

Zhang

et al. 2023

Sustainability

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Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector

Yang,

Chaiyasoonthorn,

Chaveesuk

2024

Acta Psychologica

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The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior

Bolun,

Yan,

Minghui

2024

APJML

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PurposeThis study aimed to verify the impact of e-commerce live streaming interactivity on consumer engagement behavior. Specifically, the multiple dimensions of interactivity and tie strength together form a high-level consumer engagement behavior.Design/methodology/approachData collection was carried out in the form of a questionnaire survey. Data from 416 respondents were analyzed by structural, followed by further test by fsQCA method.FindingsPerceived controllability, perceived responsiveness and perceived mutuality positively influence tie strength, and tie strength promotes consumer engagement behavior. Moreover, we found a configuration effect between interactivity and tie strength and revealed four configurations that can affect high-level engagement behavior.Research limitations/implicationsFirst, the SEM results show that the three dimensions of perceived interactivity positively impact tie strength: perceived controllability, perceived responsiveness, and perceived mutuality. And perceived personalization has no positive impact on tie strength. Second, the relevant results show that tie strength positively impacts consumer engagement behavior. Third, we find that the relationship between perceived interactivity and consumer engagement behavior may not be asymmetric, so the alternative combination of causal conditions may produce the same results. The fsQCA results revealed four configurations that can affect the level of consumer engagement behavior. And tie strength is the core condition.Practical implicationsThis study provides specific solutions for e-retailers and live streaming platforms to promote consumers' participation in engagement behavior in e-commerce live streaming.Originality/valueThis study transforms the linear impact of interactivity on consumer engagement behavior into a configuration effect for the first time, and enriches the live streaming commerce and consumer engagement behavior literature.

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The influence mechanism of quasi-site creativity stimulation on consumers’ impulse buying in e-commerce live streaming

Cited by 4 publications

References 66 publications

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector

The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior

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