A Study on the Effect of Web Live Broadcast on Consumers’ Willingness to Purchase

Abstract

E-commerce live broadcast is a kind of video live in the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it quickly becomes the most important marketing method for many e-commerce sellers. Based on the characteristics of web live broadcast, this paper studies the path model of relationship between live video and customers' purchase intention from the perspective of telepresence. Through the empirical analysis, it is found that the vividness, interactivity and authenticity of live video enhance consumers' purchasing intention by affecting consumers' sense of immediacy and trust. Research results affirm the rationality for e-commerce sellers to introduce live broadcast marketing. Studies of detailed influencing paths allow sellers to evaluate marketing activities from the perspective of customers' mentality, to better understand the effect of live broadcast and finally to optimize marketing strategies.

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

“…At the same time, e-commerce live streaming research has become a research hotspot (Ang et al, 2018;Zhang et al, 2020Zhang et al, , 2022). E-commerce live streaming attracts consumers through instant interaction and vivid product display (Tong, 2017;Ang et al, 2018;Liu et al, 2020c). E-commerce live streaming can deliver richer information to consumers than posts that mainly convey product information through text and pictures (Yu and Zheng, 2022).Serving the more detailed and vertical needs of consumers, e-commerce live streaming attracts potential consumers, improves the conversion rate, and generates faster sales (Hu and Chaudhry, 2020).…”

“…Despite the growing popularity of tourism live streaming, little research has been devoted to studying the impacts of tourism e-commerce live streaming features on consumer's purchase intention (Lv et al, 2022). Based on a review of studies pertaining to e-commerce live streaming, we proposed three core features of this form of communication: interactivity (Xue et al, 2020;Kang et al, 2021), authenticity (Tong, 2017), and entertainment (Chen and Lin, 2018). The tourism e-commerce streamer interacts with the consumers, and the consumers can also interact with each other through pop-ups or other forms, forming an open virtual community centered on the streamer.…”

Facebook Live: How It Affects the Purchase Intention of Generation Y in Malaysia?

“…The TPB (Azjen, 1980) was referred to when forming the research model of this study. This study added the uniqueness of the Facebook Live streaming environment, product quality (Foster & Johansyah, 2019), and interactivity (Tong, 2017) to the existing TPB model. The independent variables of this study are attitude towards the Facebook Live streaming broadcasters, interactivity, peer influence, perceived risk, and product quality, whereas the dependent variable is purchase intention.…”

“…These roles differentiate social commerce compared to other types of e-commerce. Furthermore, Tong (2017) stated that the prevalent feature in livestreaming is the interactivity between customers and sellers. Livestreaming customers will be able to vividly experience the broadcasters' temperance, mental aura and body language while communicating directly with the broadcasters.…”

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

“…Despite recent research efforts on the broader topic of social video content and consumer behaviour (especially in Asia) [43,51], relatively little is still known about consumer behaviour related to gaming video content and video games. Research related to the consumption of gaming video content has primarily focused on the motivations to consume said content [8,10,12,14,37,47] and the social behaviour related to gaming video content [12].…”