The influence of interpersonal interaction on consumers’ purchase intention under e-commerce live broadcasting mode: The moderating role of presence

Ma, Xiang; Jin, Junna; Liu, Yunrun

doi:10.3389/fpsyg.2023.1097768

Cited by 7 publications

(5 citation statements)

References 53 publications

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“…In CAI, anchors tend to communicate with consumers with hands-on usage experience as the basis of the live content. In CCI, consumers use experiences such as shopping experiences and product experiences as the basis for communication [13,31]. In psychological distance, experiences such as the degree of truthfulness and specificity are used as measures [69].…”

Section: Discussionmentioning

confidence: 99%

“…The dimensions of interpersonal interaction in information perception are usually divided into perceived expertise, similarity, familiarity, and likability [30]. On the other hand, the degree of interaction is divided according to the communication between different populations during the interpersonal interaction, such as consumer-anchor and consumer-consumer [13,31]. Because the anchor display area and comment area are the main sections of the livestreaming page, this study mainly focuses on the interactions between different populations, and interpersonal interactions are divided into consumer-anchor interaction (CAI) and consumer-consumer interaction (CCI).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…The interactivity brought by LSE in the form of livestreaming is a significant competitive advantage in comparison to more traditional e-commerce [9,10]. Meanwhile, related studies have concluded that interpersonal interaction is an important way of establishing good relationships with consumers, enhancing product image, and effectively influencing consumer purchase intention [11][12][13]. Therefore, interpersonal interaction should be the focus of attention in all LSE platforms.…”

Section: Introductionmentioning

confidence: 99%

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The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

Ling,

Zheng,

Cho

et al. 2024

Behavioral Sciences

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Over the last few years, livestreaming e-commerce has shown rapid growth and has become an important form of e-commerce. However, the potential mechanisms of interpersonal interaction’s influence on purchase intention in livestreaming e-commerce have yet to be fully investigated. Based on the SOR (Stimulus-Organism-Response) framework, this study reveals the association between interpersonal interaction (consumer–anchor interaction and consumer–consumer interaction), psychological distance, consumer purchase intention, and the positive role of brand identification and time pressure in this context of influential relationships. The results of analyzing 603 questionnaires show that psychological distance between consumers and products plays a mediating role in the effect of interpersonal interaction on purchase intention. Meanwhile, this study found that consumers’ brand identification with the products in the live room was effective in enhancing the direct effect of interpersonal interaction in the model. Additionally, the time pressure associated with limited-time sales was also found to be effective in enhancing the effects of interpersonal interaction and psychological distance on purchase intention. The results of this study reveal the potential influence mechanisms of interpersonal interactions with various identities in livestreaming e-commerce, providing theoretical guidance and practical insights for practitioners in the field.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

Ling,

Zheng,

Cho

et al. 2024

Behavioral Sciences

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“…The items measuring professionalism and interactivity were adapted from the scales of Yang and Ma et al [34,35]. Brand fit items were adapted from the scale in Park research [36].…”

Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

Text Leather Rev

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Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

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“…PV is a perception that reflects the overall worth of a product or service, serving as a key factor in consumers' purchase decisions (Konuk, 2019). In ECL, PV encompasses not only the functional value of the product but also the additional value derived from interactions and emotional connections with streamers (Hou et al, 2020;Ma, Jin and Liu, 2023). Therefore, analyzing the mediating role of PV provides insights into the cognitive process that consumers go through when making purchase decisions.…”

Section: Introductionmentioning

confidence: 99%

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

Feng,

Wei

2023

J. of Law and Sust. Develop.

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Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

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The influence of interpersonal interaction on consumers’ purchase intention under e-commerce live broadcasting mode: The moderating role of presence

Cited by 7 publications

References 53 publications

The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

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

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