A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

He, Wei; Jin, Chenyuan

doi:10.1007/s10660-022-09651-8

Cited by 20 publications

(13 citation statements)

References 122 publications

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“…They were appropriately adjusted by combining anchor characteristics and live streaming marketing of apparel, which were designed to form a total of 33 question items including attractiveness, popularity, professionalism, interactivity, brand fit, consumers' trust, consumers' attitude, and impulse purchase intention in 8 variables. The items measuring attractiveness and popularity were based on the scales of He and Guo et al [32,33].…”

Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

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Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

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Section: Selection and Measurement Of Indicatorsmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

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“…Live streaming has the characteristics of immediacy, interactivity, and authenticity, and consumers cannot make purchase decisions simply through the display of product appearance when buying food online, making their decision making behavior more dependent on online anchors ( 30 ). In the live shopping scenario, the anchors actively interact with consumers by showing the products, introducing their functions, ingredients, and effects, and then contribute to their purchase behavior ( 31 ).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The impact of anchor characteristics on consumers’ willingness to pay a premium for food—an empirical study

Maojie

2023

Front. Nutr.

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In the food industry space, Netflix foods have exploded onto the Internet on the back of social media and many consumers are paying a premium for them. So what are the motives that may inspire consumers’ willingness to pay premium? In this paper, from the perspective of anchor, an external cue, a questionnaire survey was conducted with 275 respondents and analyzed using SPSS software. The results show that anchor characteristics (interactivity, professionalism and popularity) can influence consumers’ perceived value and increase their premium purchase intention. Perceived value mediates the relationship between anchor characteristics and willingness to pay a premium. Limited-time limited-quantity positively moderated the relationship between perceived value and premium purchase intention. The results reveal the key role of anchors in consumers’ decision-making process of buying Netflix food at a premium, and provide a theoretical basis for enterprises to select and cultivate anchors for product promotion.

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“…Zhu and Liu, 2021). Finally, the literature oscillates between considering it as a unique and new form of online retailing (Yin et al, 2023) or a subset of an existing one (He and Jin, 2022).…”

Section: Live Streaming Shopping a New Retail Formatmentioning

confidence: 99%

Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

Picot-Coupey,

Bouragba,

Collin Lachaud

et al. 2023

IJRDM

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PurposeConsidering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it.Design/methodology/approachA hybrid literature review – bibliometric and structured – summarizes the body of research available on LSS. Considering the research gap and the authors' two research questions, a qualitative methodology was adopted. This incorporates three primary data sets, collected in France from LSS experts, retail managers and consumers over 18 months.FindingsLSS is a new online retail format, to be added to the range of existing options as it exhibits a typical retailing mix that is substantially different from other formats. From the retailer's perspective, three main motivations are identified while for the consumer, a total of seven motivations to participate in LSS sessions emerged. This new online format appears to be part of the continuum reflecting omnichannel integration.Research limitations/implicationsOnce the LSS literature has been further developed, the bibliometric review could be repeated to better map the field within contemporary research.Practical implicationsToday's retailers cannot ignore LSS: it is a multifaceted hybrid format and touchpoint that is part of an omnichannel strategy and through which both quantitative and qualitative objectives can be achieved.Originality/valueThis paper (1) structures the emerging literature on LSS by developing the first hybrid literature review on the topic; (2) substantiates what characterizes LSS as a retail format from the consumer and retailer perspectives and a retail touchpoint in the consumer's omnichannel journey; and (3) proposes a definition of LSS and a research agenda.

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A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Cited by 20 publications

References 122 publications

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

The impact of anchor characteristics on consumers’ willingness to pay a premium for food—an empirical study

Live streaming shopping as a new retail format: insights from a qualitative study of consumers and retailers

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