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How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China

Author

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  • Linye Ma

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)

  • Shuqing Gao

    (Department of Digital Communication, Soochow University, Suzhou 215123, China)

  • Xiaoyan Zhang

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)

Abstract

As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainment, and professionalization, this provides a basis for selecting the two dependent variables in live-streaming commerce. This study extends existing theoretical research on live-streaming commerce and provides some managerial implications for platforms, stores, and streamers.

Suggested Citation

  • Linye Ma & Shuqing Gao & Xiaoyan Zhang, 2022. "How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China," Sustainability, MDPI, vol. 14(2), pages 1-20, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:1045-:d:726931
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    References listed on IDEAS

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    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.
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    Cited by:

    1. Ruijuan Zhao & Yihan Guo & Xiaolin Chu, 2022. "Manufacturer’s Incentive Strategies in a Dual-Channel Supply Chain with Moral Hazard: A Long-Term Perspective," Sustainability, MDPI, vol. 14(22), pages 1-21, November.
    2. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    3. Rui Li & Weidong Huang, 2024. "Differential Games between a Brand Manufacturer and an Internet Celebrity Regarding Fairness Concerns," Mathematics, MDPI, vol. 12(19), pages 1-21, October.
    4. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    5. Lifu Li & Kyeong Kang & Yafei Feng & Anqi Zhao, 2024. "Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 250-263, June.
    6. Zhang, Peilin & Chao, Chih-Wei (Fred) & Chiong, Raymond & Hasan, Najmul & Aljaroodi, Hussain M. & Tian, Feng, 2023. "Effects of in-store live stream on consumers’ offline purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Xiaojun Mai & Fauziah Sheikh Ahmad & Jiayi Xu, 2023. "A Comprehensive Bibliometric Analysis of Live Streaming Commerce: Mapping the Research Landscape," SAGE Open, , vol. 13(4), pages 21582440231, December.
    8. Lifu Li & Yafei Feng & Anqi Zhao, 2024. "An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 701-716, September.
    9. Yanyan Wu & Hongqing Huang, 2023. "Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust," Sustainability, MDPI, vol. 15(5), pages 1-19, March.
    10. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    11. XinMei Ye & Hira Batool & Shi-Zheng Huang, 2023. "The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-21, December.
    12. Kathy-Ann Fletcher & Ayantunji Gbadamosi, 2024. "Examining social media live stream’s influence on the consumer decision-making: a thematic analysis," Electronic Commerce Research, Springer, vol. 24(3), pages 2175-2205, September.

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