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Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Author

Listed:
  • Lifu Li

    (University of Technology Sydney)

  • Kyeong Kang

    (University of Technology Sydney)

  • Yafei Feng

    (South China Normal University)

  • Anqi Zhao

    (Singapore Management University)

Abstract

This paper conducts research on the interaction between ethnic minority group (EMG) live streamers and online consumers, aiming to present how EMG live streamers’ appearance and interaction factors affect online consumers’ cultural experience during live streaming shopping. Based on the social presence theory and the immersion theory, this paper explores how EMG live streamers impact online consumers’ cultural experience, and it designs personal EMG knowledge as a moderating variable under specific social and cultural backgrounds. Through analysing 325 online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results support that both EMG live streamers’ appearance and interactive content positively affect online consumers’ cultural presence and cultural immersion experiences, leading to their cultural products purchasing behaviours. Meanwhile, online consumers’ personal EMG knowledge would negatively moderate the relationship between online consumers’ cultural experience and cultural products purchasing behaviours.

Suggested Citation

  • 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.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-022-00192-5
    DOI: 10.1057/s41270-022-00192-5
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    References listed on IDEAS

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