Determinants of bidding behaviours on live broadcast auction platforms: Goal desire perspective

Abstract

Based on the goal‐directed behaviour theory, this article presents a research model including aspects of goal desire, live perception and past behaviour to identify determinants of bidding intention on the live broadcast auction platform. Analyses were based on data from 476 subjects. Results show that bidding desire or motivational attitude, significantly influences bidding intention. Subjective norms, both positive (from bidding and winning) and negative (from bidding and not winning) anticipated emotions and that bidding attitude is significantly associated with bidding desire. Positive anticipated emotion has a significant effect on the groups with low frequency of viewing and messaging, but not in the high‐frequency group. Subjective norms have a significant effect on the group with no experience of bidding, but not on the experienced group. Perceived behavioural control has significant effects on the group with experience of messaging and bidding, but not on the group without experience. The research demonstrates the value of goal desire in the domain of modelling bidding behaviour for live broadcast auction platforms.

Value cocreation in livestreaming and its effect on consumer‐simulated experience and continued use intention

“…Livestreamers' success depends on their ability to entertain and sell at the same time (Chen, 2020). In particular, their capability to continue to engage customers in a program can bring consumers to experience delight and joy (Wu et al, 2021). Our results echo the suggestion of Bründl et al (2017) that the simultaneous nature of such livestreams (leading to more organic and participatory content) enables consumers to experience them more immediately, which influences their simulated experience of entertainment.…”

“…A study of the theory of planned behavior defined consumer behavioral intentions as a "willingness or readiness to engage in behavior under consideration" (Paul et al, 2016, p. 124). Consumer behavioral intention is widely used in a range of contexts to understand various forms of consumer behaviors, such as bidding intention during live broadcast auctions (Wu et al, 2021), online fashion apparel purchase intention (Kautish et al, 2021), and green product purchase intention (Paul et al, 2016). livestreamed programs provide authentic consumer scenes with vivid sensory stimulation, including sounds and images.…”

“…It is widely recognized that the success of e-commerce livestreamers depends on their ability to entertain and sell at the same time (Chen, 2020;Cunningham et al, 2019). Wu et al (2021) found that consumer-perceived interactivity in live auctions has a positive effect on feelings of enjoyment. A high level of engagement in a focal experience allows consumers to experience delight or joy, which has a strong relationship to consumer cocreation of value (Hawkins & Davis, 2012).…”

“…Studies have focused on specific livestream platforms, from early information systems and network communication platforms (Ciullo et al, 2010) to rising application platforms such as Twitch (Hamilton et al, 2014), gift-sending interactions (Yu et al, 2018), the typology of livestreaming (Spilker & Colbjørnsen, 2020), and consumer engagement and usage intention (Ang et al, 2018;Wongkitrungrueng & Assarut, 2018). Some studies (e.g., Wu et al, 2021;Zhang et al, 2020) have indicated the importance of developing a strategy for better customer behaviors. For example, Wu et al (2021) found an indirect effect of consumers' perceived interactivity during livestreamed auctions and associated bidding behaviors.…”

“…Some studies (e.g., Wu et al, 2021;Zhang et al, 2020) have indicated the importance of developing a strategy for better customer behaviors. For example, Wu et al (2021) found an indirect effect of consumers' perceived interactivity during livestreamed auctions and associated bidding behaviors. However, few researchers have discussed how livestreamer and consumer value cocreation can be used to contribute to consumers' positive intentions, nor have empirical investigations into possible mechanisms governing these relationships been conducted.…”