The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology

Abstract

PurposeLivestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and whether their cognitive and emotional responses affect their purchase intention.Design/methodology/approachThrough the lens of regulatory focus theory (RFT) and stimulus–organism–response (S–O–R) theory, the authors empirically examine the influencing mechanisms of livestreaming on online consumers' purchase intentions. Structural equation models are used to analyze the relationships in the proposed research model.FindingsThe results of this study show that information-task fit positively affects consumers' perceived usefulness of livestreaming. Both visual effects and sociability positively affect consumers' perceived value and social presence. Furthermore, perceived usefulness and perceived joy positively affect consumers' purchase intentions in a livestreaming environment. This study’s results also demonstrate that the regulatory focus of consumers has a moderating effect on the influence of their perceived joy on shopping intentions.Originality/valueThis study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioral intention. With a better understanding of their role, platform operators and sellers can refine their livestreaming marketing tools and strategies. Highlighting the interplays among external stimuli, user reactions and user motivational styles, this study contributes to mobile e-commerce literature and the broader literature on digital marketing and human–computer interaction.

To buy or not to buy? The impulse buying dilemma in livestream shopping

“…In online shopping, social interactivity concealed in a consumer's virtual experience when interacting (Zhu et al, 2022) can affect individual behavior (Conde & Casais, 2023). Thus, in livestream shopping, social interactivity can be achieved as communication is direct and synchronous (Jiang et al, 2017); consumers ask questions in a chat room or bullet screen and speak directly to the streamer, who in turn offers an immediate response (Li et al, 2022).…”

Factors Impacting Users’ Negative Interaction Behaviors When They Enjoy Short Videos on TikTok

“…Te research on user behavior of short videos mainly focuses on the use or continued use intention [3,[29][30][31][32][33], purchase intention [34][35][36][37], and other behavioral infuence of short video media [38][39][40]. It is found that perceived enjoyment, social infuence, and narcissism positively impact users' intention to use the TikTok app [29].…”

The role of interoperability and inter-side benefits on merchants' e-wallet adoption: the case of Peruvian nanostores

“…, 2023a, b), online advertising in mobile commerce (Chen et al. , 2021; Lee and Lin, 2023; Zhu et al. , 2023), and e-consultation sites for medical purpose (Dash and Sahoo, 2021; Lee et al.…”

“…That is, increasing the number of users on either side of the platform increases the value on the other side. Common examples of twosided markets are Q&A communities (Zhou et al, 2023a, b), online advertising in mobile commerce (Chen et al, 2021;Lee and Lin, 2023;Zhu et al, 2023), and e-consultation sites for medical purpose (Dash and Sahoo, 2021;Wei et al, 2021), as has been explored in the literature.…”