IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i8p6992-d1129306.html
   My bibliography  Save this article

Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?

Author

Listed:
  • Chaoyong Qin

    (School of Business, Guangxi University, Nanning 530004, China)

  • Xinyu Zeng

    (School of Business, Guangxi University, Nanning 530004, China)

  • Shichang Liang

    (School of Business, Guangxi University, Nanning 530004, China)

  • Ke Zhang

    (School of Business, Guangxi University, Nanning 530004, China)

Abstract

Social commerce has become a mainstream online shopping phenomenon. The effects of single social-commerce modes, such as live streaming and online consumer reviews (OCRs), on consumers’ purchase intention have attracted much attention. However, the existing literature overlooks the combined impact and complementary mechanisms of multiple social business modes on purchase intention. Drawing on the previous research, we identified the characteristics of live streaming and the characteristics of OCRs. Drawing inspiration from channel complementarity theory, a dual-channel influence model is presented. We collected 448 online questionnaires from several social-commerce platforms. The data were processed via structural equation modeling. The results show that the social-commerce modes of live streaming and OCRs can jointly influence consumers’ purchase intention, sense of community, interactivity, perceived usefulness, and perceived trust as antecedents of purchase intention, with customer engagement playing a mediating role. However, emotional support had no impact on purchase intention. This study provides useful insight into the mechanisms behind how multiple social-commerce channels influence purchase intention.

Suggested Citation

  • Chaoyong Qin & Xinyu Zeng & Shichang Liang & Ke Zhang, 2023. "Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6992-:d:1129306
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/8/6992/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/8/6992/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    3. Prentice, Catherine & Han, Xiao Yun & Hua, Lian-Lian & Hu, Lin, 2019. "The influence of identity-driven customer engagement on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 339-347.
    4. 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.
    5. Zheng, Lili, 2021. "The classification of online consumer reviews: A systematic literature review and integrative framework," Journal of Business Research, Elsevier, vol. 135(C), pages 226-251.
    6. Jang, Seongsoo & Chung, Jaihak & Rao, Vithala R., 2021. "The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market," Journal of Business Research, Elsevier, vol. 130(C), pages 583-593.
    7. Mora Cortez, Roberto & Johnston, Wesley J. & Ghosh Dastidar, Ayan, 2023. "Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?," Journal of Business Research, Elsevier, vol. 155(PA).
    8. 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).
    9. Li, Chia-Ying, 2019. "How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 282-294.
    10. Liu, Zhiwei & Park, Sangwon, 2015. "What makes a useful online review? Implication for travel product websites," Tourism Management, Elsevier, vol. 47(C), pages 140-151.
    11. Park, Hyun Jung & Lin, Li Min, 2020. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    12. An, Myoung-a & Han, Sang-Lin, 2020. "Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment," Journal of Business Research, Elsevier, vol. 120(C), pages 389-397.
    13. Jonah Berger & Raghuram Iyengar, 2013. "Communication Channels and Word of Mouth: How the Medium Shapes the Message," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 567-579.
    14. Schneider, Patricia J. & Zielke, Stephan, 2020. "Searching offline and buying online – An analysis of showrooming forms and segments," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    15. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    16. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    17. Mao, Zhaofang & Du, Zelin & Yuan, Ruiying & Miao, Qiqi, 2022. "Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    18. Park, Minjung & Yoo, Jungmin, 2020. "Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    19. Bi, Qingqing, 2019. "Cultivating loyal customers through online customer communities: A psychological contract perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 34-44.
    20. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    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. Yiming Chen & Zhaoyue Qin & Yue Yan & Yi Huang, 2024. "The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions?," Sustainability, MDPI, vol. 16(13), pages 1-18, June.
    2. Bilal Afzal & Xiao Wen & Ahad Nazir & Danish Junaid & Leidy Johanna Olarte Silva, 2024. "Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan," Sustainability, MDPI, vol. 16(14), pages 1-23, July.
    3. Tzu-Chien Wang & Ruey-Shan Guo & Chialin Chen, 2023. "An Integrated Data-Driven Procedure for Product Specification Recommendation Optimization with LDA-LightGBM and QFD," Sustainability, MDPI, vol. 15(18), pages 1-26, September.

    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. 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).
    2. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    5. 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).
    6. 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).
    7. Zhen, Xueping & Wang, Ping & Li, Xinran, 2024. "The Streamer's sales strategy choice considering sales effort," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Zhang, Shengliang & Guo, Dinghao & Li, Xiaodong, 2023. "The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Ki, Chung-Wha (Chloe) & Chenn, Ashley & Man Chong, Sze & Cho, Erin, 2024. "Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research," Journal of Business Research, Elsevier, vol. 174(C).
    11. Xin Zhao & Zhiyan Xu & Fei Ding & Zichang Li, 2024. "The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand," SAGE Open, , vol. 14(2), pages 21582440241, April.
    12. Zhou, Chi & Yu, Jing & Qian, Yong, 2024. "Should live-streaming platforms nonexclusively promote brands from traditional retail platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    13. Irina Heimbach & Oliver Hinz, 2018. "The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks," Information Systems Research, INFORMS, vol. 29(3), pages 592-611, September.
    14. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    15. Yang, Wenting & Govindan, Kannan & Zhang, Jiantong, 2023. "Spillover effects of live streaming selling in a dual-channel supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
    16. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    17. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    18. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    19. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    20. Liu, Linlin & Lee, Matthew K.O. & Liu, Renjing & Chen, Jiawen, 2018. "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Elsevier, vol. 41(C), pages 1-13.

    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:gam:jsusta:v:15:y:2023:i:8:p:6992-:d:1129306. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.