IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v156y2023ics0148296322010050.html
   My bibliography  Save this article

Customers’ help-seeking propensity and decisions in brands’ self-built live streaming E-Commerce: A mixed-methods and fsQCA investigation from a dual-process perspective

Author

Listed:
  • Wang, Dongyi
  • Luo, Xin (Robert)
  • Hua, Ying
  • Benitez, Jose

Abstract

In the current competitive e-marketplaces, brands’ self-built live streaming e-commerce (BLSE), which features real-time visibility and synchronous interactivity, has become increasingly popular among enterprises. It has also become a major channel for customers to seek help during the purchasing process. Therefore, how firms can leverage platform-based information technology features to optimally transform customer help seeking into purchase behavior has become a pressing concern. This study contributes to existing research by examining the effects of customers’ help-seeking propensity on different information processing paths. We integrate the mixed-methods design with fuzzy-set qualitative comparative analysis, combining affordance theory and heuristic-systematic model. The results indicate that in BLSE, for customers with dependent help-seeking propensity, the heuristic processing mechanism has stronger effects than the systematic processing mechanism. However, for customers with autonomous help-seeking propensity, the effect of the systematic processing mechanism is stronger. Moreover, there are four coexisting combinations of platform elements that can result in high purchase intentions. Practical implications for future study are provided.

Suggested Citation

  • Wang, Dongyi & Luo, Xin (Robert) & Hua, Ying & Benitez, Jose, 2023. "Customers’ help-seeking propensity and decisions in brands’ self-built live streaming E-Commerce: A mixed-methods and fsQCA investigation from a dual-process perspective," Journal of Business Research, Elsevier, vol. 156(C).
    • Handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322010050
    DOI: 10.1016/j.jbusres.2022.113540
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322010050
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.113540?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lee Sproull & Sara Kiesler, 1986. "Reducing Social Context Cues: Electronic Mail in Organizational Communication," Management Science, INFORMS, vol. 32(11), pages 1492-1512, November.
    2. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    3. Son, Jaebong & Lee, Jintae & Oh, Onook & Lee, Hyung Koo & Woo, Jiyoung, 2020. "Using a Heuristic-Systematic Model to assess the Twitter user profile’s impact on disaster tweet credibility," International Journal of Information Management, Elsevier, vol. 54(C).
    4. Wang, Qiuzhen & Ma, Da & Chen, Hanyue & Ye, Xuhong & Xu, Qing, 2020. "Effects of background complexity on consumer visual processing: An eye-tracking study," Journal of Business Research, Elsevier, vol. 111(C), pages 270-280.
    5. Ailawadi, Kusum L. & Beauchamp, J.P. & Donthu, Naveen & Gauri, Dinesh K. & Shankar, Venkatesh, 2009. "Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research," Journal of Retailing, Elsevier, vol. 85(1), pages 42-55.
    6. Kaya, Bahar & Abubakar, A. Mohammed & Behravesh, Elaheh & Yildiz, Harun & Mert, Ibrahim Sani, 2020. "Antecedents of innovative performance: Findings from PLS-SEM and fuzzy sets (fsQCA)," Journal of Business Research, Elsevier, vol. 114(C), pages 278-289.
    7. Qi Song & Yi Wang & Yang Chen & Jose Benitez & Jiang Hu, 2019. "Impact of the usage of social media in the workplace on team and employee performance," Post-Print hal-02159305, HAL.
    8. Dong, Xueyan & Wang, Tienan, 2018. "Social tie formation in Chinese online social commerce: The role of IT affordances," International Journal of Information Management, Elsevier, vol. 42(C), pages 49-64.
    9. Jose Benitez & Javier Llorens & Jessica Braojos, 2018. "How information technology influences opportunity exploration and exploitation firm’s capabilities," Post-Print hal-01774321, HAL.
    10. Mikalef, Patrick & Pateli, Adamantia, 2017. "Information technology-enabled dynamic capabilities and their indirect effect on competitive performance: Findings from PLS-SEM and fsQCA," Journal of Business Research, Elsevier, vol. 70(C), pages 1-16.
    11. Savannah Wei Shi & Michel Wedel & F. G. M. (Rik) Pieters, 2013. "Information Acquisition During Online Decision Making: A Model-Based Exploration Using Eye-Tracking Data," Management Science, INFORMS, vol. 59(5), pages 1009-1026, May.
    12. Pappas, Ilias O. & Woodside, Arch G., 2021. "Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing," International Journal of Information Management, Elsevier, vol. 58(C).
    13. Jiabao Lin & Lei Li & Xin (robert) Luo & Jose Benitez, 2020. "How do agribusinesses thrive through complexity? The pivotal role of e-commerce capability and business agility," Post-Print hal-03004357, HAL.
    14. Pino, Giovanni & Amatulli, Cesare & Nataraajan, Rajan & De Angelis, Matteo & Peluso, Alessandro M. & Guido, Gianluigi, 2020. "Product touch in the real and digital world: How do consumers react?," Journal of Business Research, Elsevier, vol. 112(C), pages 492-501.
    15. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    2. Sirui Li & Jing Su & Ying Liu & Xianwei Shi & Jie Wang & Michael D. Lepech, 2024. "Digital retailing practices for triggering physical retailers’ bounce-back and bounce-forward performance against a great shock: evidence from the COVID-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    3. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logis," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    4. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Sukhov, Alexandre & Friman, Margareta & Olsson, Lars E., 2023. "Unlocking potential: An integrated approach using PLS-SEM, NCA, and fsQCA for informed decision making," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    4. Jose Benitez & Laura Ruiz & Ana Castillo & Javier Llorens, 2020. "How corporate social responsibility activities influence employer reputation: The role of social media capability," Post-Print hal-02462583, HAL.
    5. Jessica Braojos & Jose Benitez & Javier Llorens & Laura Ruiz, 2020. "Impact of IT integration on the firm’s knowledge absorption and desorption," Post-Print hal-03160729, HAL.
    6. Juliana Norizan & Syukrina Alini Mat Ali & Mohd Fikri Ishak, 2023. "The Factors Affecting Consumer Purchase Intention through Social Commerce – A Concept Paper," Information Management and Business Review, AMH International, vol. 15(4), pages 381-386.
    7. Hayajneh, Jamal Abdelrahman .M. & Elayan, Malek Bakheet Haroun & Abdellatif, Mamdouh Abdallah Mohamed & Abubakar, A. Mohammed, 2022. "Impact of business analytics and π-shaped skills on innovative performance: Findings from PLS-SEM and fsQCA," Technology in Society, Elsevier, vol. 68(C).
    8. Abed Mahmoudian & Saeed Sadeghi Boroujerdi & Yong Jae Ko & Vahid Delshab, 2024. "The Impact of Perceived Team Reputation on Team Identification in the Context of European Football League Teams," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 70-85, February.
    9. Acquah, Innocent Senyo Kwasi & Naude, Micheline Juliana & Sendra-García, Javier, 2021. "Supply chain collaboration in the petroleum sector of an emerging economy: Comparing results from symmetrical and asymmetrical approaches," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    10. Ashish Kumar Jha & Indranil Bose, 2021. "Linking Drivers and Outcomes of Innovation in IT Firms: The Role of Partnerships," Information Systems Frontiers, Springer, vol. 23(6), pages 1593-1607, December.
    11. Wang, Ye & Jiang, Zongzheng & Li, Xiao & Chen, Yang & Cui, Xiao & Wang, Shipeng, 2023. "Research on antecedent configurations of enterprise digital transformation and enterprise performance from the perspective of dynamic capability," Finance Research Letters, Elsevier, vol. 57(C).
    12. Hou, Tingting & Luo, Xin (Robert) & Ke, Dan & Cheng, Xusen, 2022. "Exploring different appraisals in deviant sharing behaviors: A mixed-methods study," Journal of Business Research, Elsevier, vol. 139(C), pages 496-509.
    13. Ciampi, Francesco & Faraoni, Monica & Ballerini, Jacopo & Meli, Francesco, 2022. "The co-evolutionary relationship between digitalization and organizational agility: Ongoing debates, theoretical developments and future research perspectives," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    14. Siddharth Gaurav Majhi & Ambuj Anand & Arindam Mukherjee & Nripendra P. Rana, 2022. "The Optimal Configuration of IT-Enabled Dynamic Capabilities in a firm’s Capabilities Portfolio: a Strategic Alignment Perspective," Information Systems Frontiers, Springer, vol. 24(5), pages 1435-1450, October.
    15. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Tong, Xinjia & Chen, Yuangao & Zhou, Shasha & Yang, Shuiqing, 2022. "How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    17. Medina-Molina, Cayetano & Pérez-Macías, Noemí & Fernández-Fernádez, José Luis, 2023. "The use of micromobility in different contexts. An explanation through the multilevel perspective and QCA," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    18. Theerasak Nitlarp & Theeraya Mayakul, 2023. "The Implications of Triple Transformation on ESG in the Energy Sector: Fuzzy-Set Qualitative Comparative Analysis (fsQCA) and Structural Equation Modeling (SEM) Findings," Energies, MDPI, vol. 16(5), pages 1-26, February.
    19. Xin, Yongrong & Khan, Rizwan Ullah & Dagar, Vishal & Qian, Fang, 2023. "Do international resources configure SMEs' sustainable performance in the digital era? Evidence from Pakistan," Resources Policy, Elsevier, vol. 80(C).
    20. Acquah, Innocent Senyo Kwasi & Quaicoe, Judith & Gatsi, John Gartchie, 2024. "Modelling circular economy capabilities and sustainable manufacturing practices for environmental performance: Assessing linear (PLS-SEM) and non-linear (fsQCA) effects," Technological Forecasting and Social Change, Elsevier, vol. 205(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322010050. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.