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The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China

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  • Song, Chuling
  • Liu, Yu-li

Abstract

Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer's purchase intention. Based on the Stimulus-Organism-Response (SOR) model, this study explores the effects of environmental stimuli on the consumer's perceived risk and purchase intention within a live-streaming shopping context. Through a sample of 341 valid users, we found that 1) perceived risk has a negative effect on the consumer's purchase intention; 2) the streamer's credibility partially mediates the relationship between perceived risk and purchase intention; and 3) the interactivity is positively associated with purchase intention. These results provide possible insights into how environmental stimuli in the context of live-streaming shopping affect the consumer's perceived risk and purchase intention.

Suggested Citation

  • Song, Chuling & Liu, Yu-li, 2021. "The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238054, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb21:238054
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    References listed on IDEAS

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    Keywords

    live streaming; perceived risk; purchase intention; credibility; media richness;
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