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An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce: A Means-End Chain Analysis Using Facebook Live Webcasting

Author

Listed:
  • Carol Yirong Lu

    (Chung Yuan Christian University, Taiwan)

  • Michael W. Marek

    (Wayne State College, USA)

  • Brendan T. Chen

    (National Chin Yi University of Technology, Taiwan)

  • I. Cheng Pai

    (Chung Yuan Christian University, Taiwan)

Abstract

Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.

Suggested Citation

  • Carol Yirong Lu & Michael W. Marek & Brendan T. Chen & I. Cheng Pai, 2020. "An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce: A Means-End Chain Analysis Using Facebook Live Webcasting," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(3), pages 1-20, July.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:3:p:1-20
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    Cited by:

    1. 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.
    2. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    3. Dawei Liu & Jinyang Yu, 2024. "Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators," Information Technology and Management, Springer, vol. 25(3), pages 219-232, September.

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