IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v76y2024ics0969698923003478.html
   My bibliography  Save this article

Factors influencing behavioral intentions in livestream shopping: A cross-cultural study

Author

Listed:
  • Ni, Shaowen
  • Ueichi, Hideo

Abstract

This study aimed to clarify two research questions: (1) How do perceptions of livestream shopping differ between users and non-users across the United States (US), China, and Japan? and (2) Among American, Chinese, and Japanese users, how do personal traits influence perceived social presence and attitudes toward livestream shopping, and how do social presence and attitudes influence behavioral intentions toward livestream shopping? A three-country online survey was conducted in 2023. For Research Question 1, regarding perceptions of stimulating purchases, facilitating communication, and improving personal quality of life, American non-users (N = 480) were significantly more positive than Japanese non-users (N = 572); regarding improving personal quality of life and societal benefits, Chinese users (N = 563) were significantly more positive than American users (N = 290). Results for Research Question 2 showed commonalities and differences between the US and China. Both countries showed positive effects of interpersonal orientation and trust in streamers on social presence, of change seeking and social presence on utilitarian attitudes, and of anticipated regret and social presence on hedonic attitudes. Main differences included the stronger influence of general online trust on utilitarian attitudes in the US versus the stronger influence of trust in streamers on both utilitarian and hedonic attitudes in China.

Suggested Citation

  • Ni, Shaowen & Ueichi, Hideo, 2024. "Factors influencing behavioral intentions in livestream shopping: A cross-cultural study," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003478
    DOI: 10.1016/j.jretconser.2023.103596
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923003478
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103596?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. 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.
    2. Loomes, Graham & Sugden, Robert, 1982. "Regret Theory: An Alternative Theory of Rational Choice under Uncertainty," Economic Journal, Royal Economic Society, vol. 92(368), pages 805-824, December.
    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    5. Gensler, Sonja & Neslin, Scott A. & Verhoef, Peter C., 2017. "The Showrooming Phenomenon: It's More than Just About Price," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 29-43.
    6. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Zeelenberg, M., 1999. "Anticipated regret, expected feedback and behavioral decision-making," Other publications TiSEM 38371d1b-31fd-45b0-860f-b, Tilburg University, School of Economics and Management.
    8. Simonson, Itamar, 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 105-118, June.
    9. Mohan, Geetha & Sivakumaran, Bharadhwaj & Sharma, Piyush, 2012. "Store environment's impact on variety seeking behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 419-428.
    10. Ang, Dionysius & Diecidue, Enrico & Dewitte, Siegfried, 2022. "To deliberate or not? The effects of anticipated regret and deliberation on willingness-to-pay," Journal of Business Research, Elsevier, vol. 151(C), pages 563-578.
    11. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Dang-Van, Thac & Vo-Thanh, Tan & Vu, Thinh Truong & Wang, Jianming & Nguyen, Ninh, 2023. "Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion," Journal of Business Research, Elsevier, vol. 156(C).
    13. Ni, Shaowen, 2021. "Collaborative consumption in China: An empirical investigation of its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    14. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
    15. David E. Bell, 1982. "Regret in Decision Making under Uncertainty," Operations Research, INFORMS, vol. 30(5), pages 961-981, October.
    16. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    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. Zhao, Tong & Shi, Qiumei & Zhang, Xingnian & Zhang, Tianyi, 2024. "Decoding green food safety information dependency in the digital era: An intelligent validation using SEM-ANN framework," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Zhang, Yundi & Zhang, Tingting & Yan, Xiangbin, 2024. "Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 79(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. Kang, Young Sik & Min, Jinyoung & Kim, Jeoungkun & Lee, Heeseok, 2013. "Roles of alternative and self-oriented perspectives in the context of the continued use of social network sites," International Journal of Information Management, Elsevier, vol. 33(3), pages 496-511.
    2. Sugden, Robert & Wang, Mengjie & Zizzo, Daniel John, 2019. "Take it or leave it: Experimental evidence on the effect of time-limited offers on consumer behaviour," Journal of Economic Behavior & Organization, Elsevier, vol. 168(C), pages 1-23.
    3. Yuval Rottenstreich & Alex Markle & Johannes Müller-Trede, 2023. "Risky Sure Things," Management Science, INFORMS, vol. 69(8), pages 4707-4720, August.
    4. Baojun Jiang & Chakravarthi Narasimhan & Özge Turut, 2017. "Anticipated Regret and Product Innovation," Management Science, INFORMS, vol. 63(12), pages 4208-4323, December.
    5. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Zhong-Zhong Jiang & Guangwen Kong & Yinghao Zhang, 2021. "Making the Most of Your Regret: Workers’ Relocation Decisions in On-Demand Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 23(3), pages 695-713, May.
    7. Koehler, Jonathan J. & Gershoff, Andrew D., 2003. "Betrayal aversion: When agents of protection become agents of harm," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(2), pages 244-261, March.
    8. Qianshuo Liu, 2023. "The impact of consumer’s regret on firms’ decisions in a durable good market," Journal of Economics, Springer, vol. 139(2), pages 125-157, July.
    9. Yang, Xiying & Hua, Guowei & Cheng, T.C.E. & Zhang, Li & Zhang, Yi & Xu, Yadong, 2022. "Buy two and get X% off: Quantity discount under consumers’ anticipated regret," International Journal of Production Economics, Elsevier, vol. 250(C).
    10. Özalp Özer & Yanchong Zheng, 2016. "Markdown or Everyday Low Price? The Role of Behavioral Motives," Management Science, INFORMS, vol. 62(2), pages 326-346, February.
    11. Michenaud, Sébastien & Solnik, Bruno, 2008. "Applying regret theory to investment choices: Currency hedging decisions," Journal of International Money and Finance, Elsevier, vol. 27(5), pages 677-694, September.
    12. Kuang, Yunjuan & Ng, Chi To, 2018. "Pricing substitutable products under consumer regrets," International Journal of Production Economics, Elsevier, vol. 203(C), pages 286-300.
    13. Reb, Jochen, 2008. "Regret aversion and decision process quality: Effects of regret salience on decision process carefulness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 105(2), pages 169-182, March.
    14. Ang, Dionysius & Diecidue, Enrico & Dewitte, Siegfried, 2022. "To deliberate or not? The effects of anticipated regret and deliberation on willingness-to-pay," Journal of Business Research, Elsevier, vol. 151(C), pages 563-578.
    15. Guan, Zhimin & Yu, Tianyang & Dong, Jingyang & Zhang, Jun, 2024. "Impact of consumers’ anticipated regret on brand owners’ blockchain adoption in the presence of a secondhand market," International Journal of Production Economics, Elsevier, vol. 271(C).
    16. Tianxin Zou & Bo Zhou & Baojun Jiang, 2020. "Product-Line Design in the Presence of Consumers’ Anticipated Regret," Management Science, INFORMS, vol. 66(12), pages 5665-5682, December.
    17. Rachel J. Huang & Alexander Muermann & Larry Y. Tzeng, 2016. "Hidden Regret In Insurance Markets," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 83(1), pages 181-216, January.
    18. Enrico Diecidue & Nils Rudi & Wenjie Tang, 2012. "Dynamic Purchase Decisions Under Regret: Price and Availability," Decision Analysis, INFORMS, vol. 9(1), pages 22-30, March.
    19. Yong Chao & Lin Liu & Dongyuan Zhan, 2016. "Vertical Probabilistic Selling under Competition: the Role of Consumer Anticipated Regret," Working Papers 16-14, NET Institute.
    20. Sacha Bourgeois-Gironde, 2017. "How regret moves individual and collective choices towards rationality," Chapters, in: Morris Altman (ed.), Handbook of Behavioural Economics and Smart Decision-Making, chapter 11, pages 188-204, Edward Elgar Publishing.

    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:joreco:v:76:y:2024:i:c:s0969698923003478. 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: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.