The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention

Lu, Youming; He, Yucheng; Ke, Yifei

doi:10.1016/j.dsm.2022.10.002

Cited by 31 publications

(10 citation statements)

References 41 publications

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“…Menurut Lu et al, (2023) live streaming merupakan fitur multimedia berbasis internet yang bersifat interaktif, memungkinkan para streamer dan pengguna untuk berinteraksi online secara real-time melalui teks, suara, dan video. Adapun indikator live streaming (Song, C. & Liu, Y., 2021) sebagai berikut:…”

Section: Live Streamingunclassified

Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023

Kurniawan,

Nugroho

2024

RESLAJ

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The presence of the internet is necessary for businesses, which makes it an important platform for modern sales and marketing. TikTok is often an efficient social media platform for online marketing. The purpose of this study is to determine the effect of content marketing, live streaming, flash sales on impulse buying in TikTok Shop application users in Surabaya. The type of research used is quantitative research. The population in this study were all TikTok Shop application users in 2022 to 2023 who live in Surabaya using a sample of 200 respondents. The sampling method used is non probability sampling and the sampling technique is purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. The results of this study state that content marketing, live streaming, and flash sales have a significant effect on impulse buying. Content marketing, live streaming, and flash sale variables are valid and reliable variables. Simultaneously, the variables of content marketing, live streaming and flash have a positive and significant effect on impulse buying. Partially, content marketing and flash variables have a positive and significant effect on impulse buying. While the flash sale variable has no effect on impulse buying

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Section: Live Streamingunclassified

Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023

Kurniawan,

Nugroho

2024

RESLAJ

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“…Hosts will introduce the main functions of each product and organize marketing activities to improve consumers' shopping experience. When consumers are satisfied with the shopping experience, they can facilitate the transaction [7]. If they have any questions about the product, they can post them in the chat box, and the merchant can reply promptly to interact with customers or even offer discounts which attract consumers to buy the product.…”

Section: Characteristics Of Live-streaming Salesmentioning

confidence: 99%

The Characteristics, Existing Problems and Solving Strategies of Webcast with Goods

2023

AEMPS

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Live-streaming sales have become one of the most popular marketing methods, attracting the participation of both major brands and internet celebrities. As this strategy has become more mainstream, its problems have also been laid bare. By analyzing the characteristics, issues and solutions of this medium, this paper aims to create a positive environment for live-streaming sales and provide greater consumer protection. Secondarily, this paper intends to provide practical advice for entrepreneurs interested in engaging in the live-streaming sales industry.

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“…The identified factors for viewer tipping in live stream shows include viewer engagement [14], perceived utilitarian, hedonic, and symbolic value of live streaming shows [15,16], live streamers' characteristics such as attractiveness and source credibility [17][18][19][20], and social interactions [21][22][23][24]. Unlike viewers of e-commerce-focused live streaming whose primary motivations are linked to the products advertised, viewers of pan-entertainment live streaming shows purchase virtual gifts to foster romantic connections with streamers and to display a good image of other viewers [25,26].…”

Section: Introductionmentioning

confidence: 99%

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

Zhang,

Liu

2024

PLoS ONE

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Pan-entertainment live streaming combines video with two-way communication and real-time viewer participation, allowing viewers to send virtual gifts to their favorite streamers. Drawing on social exchange theory, this study investigates the factors that influence viewers’ gift-giving intentions in live streaming from the perspectives of both viewers and streamers. It also explores the moderating role of streamers’ deceptive self-presentation. The theoretical framework is tested using AMOS and PROCESS Macro based on survey responses collected from 331 TikTok users in China. The results suggest that streamers’ attractiveness, expertise, parasocial interaction, and the viewers’ deceptive self-presentation significantly affect viewers’ gift-giving intention, and that streamers’ deceptive self-representation moderates the relationship between attractiveness, expertise, parasocial inter-action and the viewer’s consumer intention. These findings contribute to social exchange theory by highlighting the importance of streamers’ deceptive self-presentation in moderating the effects of attractiveness, expertise, parasocial interaction, and the viewer’s deceptive self-presentation on the viewer’s gift-giving intention.

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The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention

Cited by 31 publications

References 41 publications

Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023

Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023

The Characteristics, Existing Problems and Solving Strategies of Webcast with Goods

Gift-giving intentions in pan-entertainment live streaming: Based on social exchange theory

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