Customer engagement and purchase intention in live-streaming digital marketing platforms

Addo, Prince Clement; Fang, Jiaming; Asare, Andy Ohemeng; Kulbo, Nora Bakabbey

doi:10.1080/02642069.2021.1905798

Cited by 119 publications

(94 citation statements)

References 69 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In line with previous behavioral intention research on livestream shopping, a nationwide anonymous cross-sectional survey was adopted to empirically test the hypotheses ( 2 , 5 , 12 , 14 ). The questionnaire consisted of three sections.…”

Section: Methodsmentioning

confidence: 99%

“…With the increasing popularity of livestream shopping, research in this area has received significant research attention from various consumer-based perspectives, including consumer loyalty ( 12 ), consumer attitudes toward the content of livestream shopping ( 5 ), the level of consumer interaction during livestream shopping ( 13 ), the intent to use livestream shopping and to purchase products using livestream shopping platforms ( 2 , 14 – 17 ). Moreover, public health security incidents such as COVID-19 have been observed to force consumers to practice social distancing ( 11 ), which has promoted technological innovations related to livestream shopping.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Pang

Meng

Fang

et al. 2021

Front. Public Health

View full text Add to dashboard Cite

During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.

show abstract

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Pang

Meng

Fang

et al. 2021

Front. Public Health

View full text Add to dashboard Cite

show abstract

“…Streamers are the central figures of live streaming commerce programs, their flow rate and popularity can quickly gather consumers and achieve higher sales performance (Clement Addo et al, 2021 ). Therefore, celebrities, online celebrities, key opinion leaders, MCs, celebrity entrepreneurs, government officials, etc., who have a large number of pseudosocial relationship users, have used live broadcast platforms to recommend products to promote sales (Li et al, 2020 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The actual product price, quality, etc., are not the main factors that affect consumers' purchases. Celebrity streamers are fundamental to attracting users (Clement Addo et al, 2021 ). Why consumers trust and buy the products sold by unfamiliar streamers in the virtual world of the network has become a hot issue of research.…”

Section: Introductionmentioning

confidence: 99%

Influence of Streamer's Social Capital on Purchase Intention in Live Streaming E-Commerce

Ping

Bangjun²,

Lyu

2022

Front. Psychol.

View full text Add to dashboard Cite

The virtual display of products in e-commerce brings new problems of information asymmetry, and the overload of digital information also increases the difficulty of consumers' purchasing decisions. The real-time interaction between the streamer and the consumer during live streaming e-commerce will promote consumers' understanding of the product, reduce information asymmetry, and increase consumers' purchase intention. However, why do people trust the untouchable and unfamiliar streamers from live streaming e-commerce to purchase online? To understand this phenomenon, based on the perspective of the information asymmetry theory and parasocial relationship theory, this research identified how social capital affected purchase intention in live streaming e-commerce. Through a questionnaire survey of live viewers, the purchase intention model constructed by empirical testing was used. The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship could effectively increase the viewer's purchase intention. The occurrence of a streamer's negative public events could significantly reduce the viewer's purchase intention. The scale of live streaming and the streamer's commitment had no significant impact on the viewer's purchase intention. Trust played an intermediary role between the streamer's professionalism and parasocial relationship and the viewer's purchase intention.

show abstract

“…Greenwald (2020) described live-streaming shopping as part infomercial, part variety show. Therefore, a key feature of live-streaming shopping lies in the social aspect, that is, the real-time interaction with the live-streamers and the peers (Clement Addo et al , 2021). Consumers can post real-time questions and comments visible to the live-streamers and all other consumers (Lee and Chen, 2021).…”

Section: Introductionmentioning

confidence: 99%

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Zhong

Zhang

Luo

et al. 2022

View full text Add to dashboard Cite

Purpose Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. Design/methodology/approach This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict. Findings Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention). Originality/value This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.

show abstract

Customer engagement and purchase intention in live-streaming digital marketing platforms

Cited by 119 publications

References 69 publications

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Influence of Streamer's Social Capital on Purchase Intention in Live Streaming E-Commerce

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Contact Info

Product

Resources

About