Effects of in-store live stream on consumers’ offline purchase intention

Zhang, Peilin; Chao, Chien-Ming; Chiong, Raymond; Hasan, Najmul; Aljaroodi, Hussain M.; Tian, Feng

doi:10.1016/j.jretconser.2023.103262

Cited by 33 publications

(18 citation statements)

References 55 publications

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“…Further, the results indicate that perceived information usefulness significantly drives positive consumer attitudes toward cross-border streaming, which in turn promotes impulse purchases. This result is similar to Lim and Ting (2012), Urista et al (2009) and Zhang et al (2023), but different from Kaur et al (2020). Although Kaur et al (2020) point out that young Japanese people do not use emerging media and make purchases for the content of the information, the current view is that consumers will respond positively to purchases once they perceive that the information is beneficial to them.…”

Section: Key Findingssupporting

confidence: 75%

“…Recent research has highlighted that impulse buying has become a normalized consumer behavioral phenomenon in streaming media (Li et al, 2023;Yan et al, 2023), e-commerce (Christian et al, 2021) and social commerce (Zafar et al, 2021) scenarios. Zhang et al (2023) show that informativeness, social connections and live environments are significant prerequisites for creating positive consumer attitudes and subsequently transforming consumers from having no intention to buy to having a strong intention to buy. Li et al (2023) state that consumers' attitudes toward live streaming determine which purchasing behavior they adopt, and that impulse buying is influenced by utilitarian and hedonic factors.…”

Section: Positive Attitude and Impulsive Buyingmentioning

confidence: 99%

“…The last one involves the direct participation of the company's management, which is designed to stimulate the consumer's interest and desire to buy (William, 2022). Current research on cross-border e-commerce live streaming can be broadly divided into two directions, one exploring the functions and attributes of live streaming (Liu et al, 2021;William, 2022;Tolstoy et al, 2023), and the other exploring the antecedents that drive consumer engagement in live streaming (Chen et al, 2022a;Shang et al, 2023;Sun et al, 2019;Xu et al, 2021;Zhang et al, 2020;Zhang et al, 2023). Although many scholars (Chen et al, 2022a;Guo et al, 2021;Seo and Yoh, 2022;Sun et al, 2019;Zhang et al, 2020) hold positive views on the relationship between live streaming and consumer behavior, there are also opponents (Xu et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Liu,

Abdul Hamid,

Ya'akub

2024

JSIT

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Purpose Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior. Design/methodology/approach Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique. Findings The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases. Practical implications This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior. Originality/value The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

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Section: Key Findingssupporting

confidence: 75%

Section: Positive Attitude and Impulsive Buyingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Liu,

Abdul Hamid,

Ya'akub

2024

JSIT

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“…Live streaming marketing has attracted much attention in recent years. Consumers can purchase products in a convenient and quick way on the live streaming e-commerce platforms (Zhang et al, 2023). Meanwhile, when consumers watch live streaming, they can easily obtain different kinds of discounts, which enable consumers to purchase products at a lower price.…”

Section: Consumers' Watching Intention and Purchase Intentionmentioning

confidence: 99%

Identify the effect of government regulations on the live streaming e-commerce

Shou,

Yu,

Dai

2023

IMDS

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PurposeOn December 20, 2021, Viya, a social media influencer (SMI) with the largest number of followers in China, was exposed for having evaded RMB 643 million in taxes during 2019 and 2020. Consequently, she was fined a total of RMB 1.341 billion by the tax authorities. While the strict government regulations demonstrated in the Viya event may build confidence in the consumers for future purchases, the exposure of issues and problems through implementation of the stronger government regulations may warn consumers off. Thus, the main objective of this paper is to examine the effect of government regulations on consumers' usage intentions of live streaming e-commerce by taking the Viya event as an example.Design/methodology/approachThe authors consider both the positive effect of consumers' perceived benefits of the government regulations and the negative effect of their perceived risks of the Viya event on the usage intentions of live streaming e-commerce. After collecting 314 subjects with diverse gender, ages, education levels and income profiles, the data are processed by partial least squares-based structural equation modeling (PLS-SEM) and SmartPLS software.FindingsThe results demonstrate that strict government regulations can build trust in consumers of live streaming e-commerce by increasing the perceived benefits of restricting the behavior of SMIs. Among the potential perceived risks (social risk, safety risk and psychological risk), the safety risk is supported to have a negative effect on consumers' trust in live streaming e-commerce platforms. Besides, the authors have also identified different types of usage intentions in live streaming e-commerce, i.e. watching intention and purchase intention, and have empirical support for the positive relationships between the consumers' trust in live streaming e-commerce platforms and different usage intentions.Originality/valueThe authors' findings contribute to the application of commitment-trust theory, institutional theory and organizational control theory in the context of the live streaming e-commerce industry. Particularly, the authors use the Viya event as an example to quantitatively examine the effects of strict government regulations, which enriches the existing literature on this topic.

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“…Livestreaming captured the attention of digital retailing marketers in recent years and significantly changed social interaction. However, different types of live streaming exist, such as webinars, game streaming, corporate streaming, vlogs or personalized content, and can be used in different industries (Zhang et al , 2023). Investigating the influence of live streaming on consumer engagement may enhance understanding of its relevance for the industry and improve marketing effectiveness (Wongkitrungrueng and Assarut, 2020).…”

Section: Conclusion and Future Research Agendamentioning

confidence: 99%

Mapping research in marketing: trends, influential papers and agenda for future research

Ramos,

Rita,

Vong

2023

SJME

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Purpose This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions. Design/methodology/approach The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline. Research limitations/implications The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field. Practical implications Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers. Originality/value To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

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Effects of in-store live stream on consumers’ offline purchase intention

Cited by 33 publications

References 55 publications

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: a direct and indirect effects model

Identify the effect of government regulations on the live streaming e-commerce

Mapping research in marketing: trends, influential papers and agenda for future research

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