The Influences of Live Streaming Affordance in Cross-Border E-Commerce Platforms

Xu, Yujing; Jiang, Wenqian; Li, Yu; Guo, Jia

doi:10.4018/jgim.20220301.oa3

Cited by 31 publications

(20 citation statements)

References 59 publications

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“…Some researchers have studied the mechanism underlying the purchase intention of consumers from many perspectives including information technology (IT) affordance (Sun et al, 2019), online celebrity-product, product-livestreaming content matching (Park and Lin, 2020), swift guanxi (Zhang et al, 2020), reducing uncertainty (Lu and Chen, 2021), eye-tracking experiments (Fei et al, 2021), emotional contagion (Meng et al, 2021), emotional intermediary (Zhou and Tong, 2022) and mental imagery quality and customer trust (Wang et al, 2022). Other researchers have studied impulse buying in live e-commerce from perspectives including popularity cues (Lou et al, 2022), human-computer interaction (Yang et al, 2022), flow experience and time pressure (Dong et al, 2023), information transparency (Xu et al, 2022), livestreaming interactions (Liu et al, 2022) and extending the elaboration likelihood model with herd behavior (Yang and Lee, 2023).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

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Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Wang,

Zhu,

et al. 2024

IMDS

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PurposeAlthough user stickiness has been studied for several years in the field of live e-commerce, little attention has been paid to the effects of streamer attributes on user stickiness in this field. Rooted in the stimulus-organism-response (S-O-R) theory, this study investigated how streamer attributes influence user stickiness.Design/methodology/approachThe authors obtained 496 valid samples from Chinese live e-commerce users and explored the formation of user stickiness using partial least squares-structural equation modeling (PLS-SEM). Artificial neural network (ANN) was used to capture linear and non-linear relationships and analyze the normalized importance ranking of significant variables, supplementing the PLS-SEM results.FindingsThe authors found that attractiveness and similarity positively impacted parasocial interaction (PSI). Expertise and trustworthiness positively impacted perceived information quality. Moreover, streamer-brand preference mediated the relationship between PSI and user stickiness, as well as the relationship between perceived information quality and user stickiness. Compared to PLS-SEM, the predictive ability of ANN was more robust. Further, the results of PLS-SEM and ANN both showed that attractiveness was the strongest predictor of user stickiness.Originality/valueThis study explained how streamer attributes affect user stickiness and provided a reference value for future research on user behavior in live e-commerce. The exploration of the linear and non-linear relationships between variables based on ANN supplements existing research. Moreover, the results of this study have implications for practitioners on how to improve user stickiness and contribute to the development of the livestreaming industry.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…, 2022), flow experience and time pressure (Dong et al. , 2023), information transparency (Xu et al. , 2022), livestreaming interactions (Liu et al.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Wang,

Zhu,

et al. 2024

IMDS

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“…Platforms through which studies explored B2C CBEC included Amazon Global, AliExpress, Shopee, eBay, Tmall International, JD Global, Kaola and LightInTheBox (e.g., Jiang et al, 2022; Tikhomirova et al, 2021) and other international online shopping websites (e.g., Huang & Chang, 2019; Ramkumar & Jin, 2019). The C2C CBEC platform most frequently explored was Taobao (Lin et al, 2018; Xu et al, 2022).…”

Section: Descriptive Analysismentioning

confidence: 99%

Consumer behaviour in cross‐border e‐commerce: Systematic literature review and future research agenda

Chen

Lan

Chang

2023

Int J Consumer Studies

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Cross‐border electronic commerce (CBEC) was developed from traditional e‐commerce to cater to the growing demand for online transactions among global traders. Consumer behaviour is one of the most important topics that multistakeholders (e.g., e‐commerce platforms, entrepreneurs, governments and third‐party service providers) need to understand to develop CBEC. Although for over a decade studies across disciplines and regions have explored various consumer behaviours and their factors in CBEC through diverse research methods and theoretical lenses, the current literature is still fragmented and lacks consolidation of past contributions. In the present study, we conduct a systematic literature review based on 40 CBEC studies to present an overview of the current research status of the field. This study analyzes research contexts, theoretical applications and methods, and unifies a CBEC definition as a benchmark for future research. More importantly, we employ the Stimulus–Organism–Response (S–O–R) framework to categorize factors into the inner and outer CBEC ecosystem stimuli, cognitive and affective states, and approach and avoidance behaviours, and to generalize two consumer behavioural patterns to provide a comprehensive understanding of consumer behaviours in CBEC. With the proposed future research directions, we believe that this review can serve as a fundamental and informative guideline for researchers to continue advancing knowledge of the field.

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“…Hence, to fill the gap, a conceptual framework based on the use and gratification (U&G) perspective that combines the adoption factors, personal attitudes and behavioral consequences is proposed, which extends the U&G lens and captures the theoretical relationship between perceived gratification, consumer attitudes, browsing factors and impulsive purchases. The present work focuses on exploring the direct and indirect relationships between cross-border e-commerce live streaming demand factors, individual attitudes and behavioral decisions at the levels of perceived interactivity, perceived enjoyment, perceived emotional fulfillment and perceived information usefulness, which have been overlooked by previous studies (Bawack et al, 2023;Hossain et al, 2019;Gao et al, 2022;Kaur et al, 2020;Li et al, 2023;Menon, 2022;Santos Corrada et al, 2020;Xu et al, 2021;Zhu et al, 2020). Additionally, this work focuses on the mediating role of hedonic and utilitarian browsing between individual attitudes and impulse purchases in the context of cross-border e-commerce live streaming, an effects pathway that has also been neglected by previous work (Zhang et al, 2018;Zheng et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Liu,

Abdul Hamid,

Ya'akub

2024

JSIT

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Purpose Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior. Design/methodology/approach Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique. Findings The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases. Practical implications This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior. Originality/value The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

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The Influences of Live Streaming Affordance in Cross-Border E-Commerce Platforms

Cited by 31 publications

References 59 publications

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Formation mechanism of user stickiness in live e-commerce: the hybrid PLS-SEM and ANN approach

Consumer behaviour in cross‐border e‐commerce: Systematic literature review and future research agenda

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

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