What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

Guan, Zhengzhi; Hou, Fangfang; Li, Boying; Phang, Chee Wei; Chong, Alain Yee‐Loong

doi:10.1111/isj.12367

Cited by 83 publications

(95 citation statements)

References 124 publications

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“…The second contribution is that this study advances the understanding of consumers' purchase intention in the context of live streaming. In previous studies, scholars have attempted to reveal factors influencing consumers' purchase intention from different aspects, such as online streamers (Jiang et al, 2020 ), virtual gifts (Guan et al, 2022 ), and product-content fit (Park and Lin, 2020 ). Moreover, technology features (i.e., interactions, visibility affordance, meta voicing affordance, and guidance shopping affordance) have been considered as a factor in consumers' purchase intentions through live-streaming e-commerce (Sun et al, 2019 ).…”

Section: Discussionmentioning

confidence: 99%

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

et al. 2022

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Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live streaming interactions into three dimensions, interactions for obtaining product information (IPI), interactions for grasping the purchase dynamics of others (IPD), and interactions for obtaining monetary incentives (IMI), and proposes a comprehensive framework to examine whether live streaming interactions with consumers promote both social presence and consumer conformity, and thereby enhance their purchase intentions. Covariance-based structural equation modeling (CB-SEM) with AMOS was conducted to analyze data collected from 576 Chinese consumers. The main findings are that, first, both IPI and IPD can exert a direct impact on social presence and consumer conformity; second, IMI has a positive impact only on social presence; third, among the three dimensions of interactions, both IPI and IPD tend to increase purchase intention through social presence and consumer conformity, while IMI increases purchase intention only via social presence. Furthermore, given the differences between experience and search products, the results of the multigroup analysis indicate inconsistent path coefficients between the two product groups. This study provides a novel perspective on live streaming e-commerce with evidence on how interactions matter in driving purchase intentions, enriches the content of live streaming e-commerce literature and explores the practical implications for marketing managers are looking for marketing by live streaming.

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Section: Discussionmentioning

confidence: 99%

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

et al. 2022

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“…Thus, we expect that the extent of interactivity and vividness afforded by the medium will impact the extent of interface flow that users experience (Novak et al, 2000). Contributing to the expected impact of enhanced interactivity of the communication medium, prior work provides initial evidence that two-way interactions and synchronicity might impact flow experiences (Guan et al, 2021). Given that voice-based (as opposed to text-based) communication facilitates more immediate and synchronous interactions (Moffett et al, 2021), we expect that the greater richness of verbal cues and greater extent of synchronicity in voice-based interactions enhances consumers' experience of interface flow, i.e., the extent of flow that consumers experience in connection with the interface.…”

Section: Voice-based Interfaces and Flowmentioning

confidence: 99%

Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes

Zierau

Hildebrand

Bergner

et al. 2022

J. of the Acad. Mark. Sci.

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Voice-based interfaces provide new opportunities for firms to interact with consumers along the customer journey. The current work demonstrates across four studies that voice-based (as opposed to text-based) interfaces promote more flow-like user experiences, resulting in more positively-valenced service experiences, and ultimately more favorable behavioral firm outcomes (i.e., contract renewal, conversion rates, and consumer sentiment). Moreover, we also provide evidence for two important boundary conditions that reduce such flow-like user experiences in voice-based interfaces (i.e., semantic disfluency and the amount of conversational turns). The findings of this research highlight how fundamental theories of human communication can be harnessed to create more experiential service experiences with positive downstream consequences for consumers and firms. These findings have important practical implications for firms that aim at leveraging the potential of voice-based interfaces to improve consumers’ service experiences and the theory-driven “conversational design” of voice-based interfaces.

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“…Another two interesting research areas are the study of China's incredibly successful e‐commerce sector and the new digital artefact and solutions developed in China. In recent years, we have witnessed successive waves of e‐commerce innovations emerging in China, from omni‐channel marketing to online‐to‐offline retail (Wan & Chen, 2019), from social commerce to WeChat businesses (Wang et al, 2020), and from short videos (Wang, 2020) to live streaming (Guan et al, 2022; Hou et al, 2020). While early generations of e‐commerce companies in China were often modelled after their global counterparts, newer Chinese entrants such as WeChat (Kharpal, 2019), Pingduoduo (Natanson, 2019), and Douyin (Liao, 2018) are increasingly based on original ideas or bearing characteristics unique to themselves and becoming trendsetters.…”

Section: Digital Innovations In China: Current Status and New Researc...mentioning

confidence: 99%

“…The second paper, by Guan et al (2022) and titled ‘What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model’, examines the monetization of live streaming in China, where live streaming is red hot.…”

Section: Overview Of the Articles Included In This Issuementioning

confidence: 99%

Contextualising digital innovation in today's China: Local practices and global contributions

Hsu

Mao

et al. 2022

Information Systems Journal

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In 2008, Information Systems Journal published a special issue on Information Systems (IS) in China (Davison et al., 2008), which greatly encouraged IS scholars to conduct high-quality research in and about China. Between 2008 and now, China continued to prosper in the global economy. One distinctive force driving China's economic growth and transformation has been the ongoing innovative design and use of digital technologies in advancing manufacturing production, generating new business models, and addressing societal challenges. As noted in aMcKinsey Global Institute (2015) report, China has evolved from an innovation 'sponge' that absorbs and adapts existing technologies and knowledge from developed countries to a global innovation leader in developing and experimenting with a variety of new digital services. This has been evident in its dominant market share and size of e-Commerce and mobile payment worldwide in the past few years (Abkowitz, 2018;Aldama, 2017).In discussing digital innovations in today's China, practitioners and scholars need to first understand the shaping role of the unique Chinese context. The Chinese digital innovation path is heavily embedded in its economic and social setting. Namely, it is the world's second largest economy, having fast-developing manufacturing and technological infrastructure (McKinsey Global Institute, 2015), and a unique societal and regulatory environment (Bu et al., 2021). The economic prosperity creates a large and dynamic consumer market. In particular, the rise of the middle class characterised by their familiarity with technologies, ever-changing product preference, and purchasing behaviours, and high expectation in consumption experience plays a decisive role in fuelling the country's digital economy. The fast-growing digital products, services, and businesses are fundamentally driven by solving this new generation of consumers' pain points and meeting their needs. Furthermore, the large market size allows many new Chinese digital ventures targeting at even niche markets to rapidly scale their user bases and achieve financial sustainability (Huang et al., 2017).Besides the large number of affluent and Internet-savvy consumers, another contributing factor comes from major changes in the supply side of digital products. Over the past decade, 'a deep network of suppliers, a large skilled labor force, and a well-developed logistics infrastructure' (McKinsey Global Institute, 2015, p. 62) has laid an important foundation to support the digitization of products and services across different industry sectors. Several comprehensive manufacturing ecosystems co-locating in close proximity have emerged and thrived in the country, exemplified by the well-known digital ecosystems in Shenzhen and Suzhou. These places offer easy access to talents, knowledge, and business networks, thus fostering the growth of innovation-based Chinese and foreign technological ventures (Ambler, 2017). The co-creation and complementary solution through the ecosystem leads to a virtuous cycle...

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What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

Cited by 83 publications

References 124 publications

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes

Contextualising digital innovation in today's China: Local practices and global contributions

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