How can live streamers enhance viewer engagement in eCommerce streaming?

Liu, Gloria H. W.; Sun, Min; Lee, Neil Chueh-An

doi:10.24251/hicss.2021.375

Cited by 19 publications

(23 citation statements)

References 62 publications

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“…Live streamers can respond based on the live content, which can affect consumers' behavior. Then they click on an embedded link provided by the vendors to complete the purchasing [3,4].…”

Section: Introductionmentioning

confidence: 99%

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

2021

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Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

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“…Live streamers can respond based on the live content, which can affect consumers' behavior. Then they click on an embedded link provided by the vendors to complete the purchasing [3,4].…”

Section: Introductionmentioning

confidence: 99%

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

2021

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“…Previous research on live streaming commerce has concentrated chiefly on consumer engagement (Kang et al, 2020;Liu et al, 2021;Wongkitrungrueng & Assarut, 2018), consumer motivation (Cai et al, 2018;Friedländer, 2017;Lin, 2021), consumers' purchase or repurchase intention (Chen et al, 2020;Hou et al, 2020;Ko & Chen, 2020;Ma, 2021;Su, 2019;Sun et al, 2019;Wu, 2021;Yin, 2020). However, studies on impulsive purchases in live streaming commerce scenarios remain insufficient, warrant conducting this study.…”

Section: Literature Review Live Streaming Commercementioning

confidence: 99%

“…Live streaming commerce refers to live streaming technologies that are integrated into ecommerce websites or applications (e.g., Taobao Live, Amazon Live and Shopee Live) or commercial activities on social media or live streaming platforms (e.g., Facebook Live, TikTok and Kuaishou). Live streaming commerce shares certain features with social commerce and television shopping as a novel shopping channel, but it has its characteristics (Liu, 2021). Compared to social commerce, live streaming commerce highlights the importance of live streamers in attracting and influencing consumers and establishing a more interactive atmosphere.…”

Section: Literature Review Live Streaming Commercementioning

confidence: 99%

“…According to iiMedia Research (2020), 24.2 per cent of Chinese consumers believe that a fondness for live streamers is the main factor influencing their purchasing behaviour. Liu et al (2019) also claimed that customers will be more likely to perceive brand quality, brand preference, or brand effect when developing high para-social interaction with vloggers. Hence, how consumer impulsive buying behaviour can be affected by para-social interaction from live streamers is examined in this research.…”

Section: Para-social Interactionsmentioning

confidence: 99%

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Determinants of Consumer Impulse Purchase in Live Streaming Commerce in China: A Conceptual Analysis

Zhu¹,

Vijayan²

2023

IJARBSS

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Live streaming commerce, which combines the features of live streaming and e-commerce, is booming in China. The omnipresence of impulse purchases among live streaming commerce consumers is evident. Due to the adequacy of the literature that has not been extended to consumers' impulse purchases in live streaming commerce; this study develops a conceptual model to investigate the determinants of consumers' impulse purchases in China. Drawing on the Social Impact Theory model, this study examines how para-social interaction, social presence from the perspective of platform, live streamers and other viewers, and telepresence influence consumers' impulse purchases in live streaming commerce platforms in China. This study will aid live streamers and online merchants in their understanding of how to enhance consumer purchasing. Additionally, it serves as a guide for developing a live streaming business in other countries.

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“…Viewers may attempt to contact, or engage in imagined or affective interactions, with media figures. While viewers frequently mistake livestream buying for a private two-way conversation between themselves and the host, it is actually a form of product hawking involving interactions between product owners, live streamers and viewers (Liu et al, 2021). Interaction is the underlying mechanism driving attachment through social media (Aw and Labrecque, 2020), and practitioners should consider consumers' emotional and cognitive bonds with celebrities and brands to enhance the effectiveness of the celebrity endorsement process ( € Ozer et al, 2022).…”

Section: The Relationship Between Relationship-selling and Celebrity ...mentioning

confidence: 99%

The relationship among relationship-selling, celebrity attachment and customer engagement

Yeh

2023

APJML

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PurposeThis study explores the relationship among relationship-selling, celebrity attachment and customer engagement.Design/methodology/approachHypotheses were tested, using structural equation modeling on survey responses of 321 participants.FindingsThis study determines the connection between relationship-selling factors and customer engagement using the stimulus-organism-response (SOR) theory. Results demonstrate that interactional intensity, mutual disclosure and cooperative intention exert considerable positive effects on celebrity attachment, which, in turn, significantly impacts customer engagement.Originality/valueThe research findings add to the existing body of knowledge through more information on the degree to which relationship-selling factors affect celebrity attachment, and eventually, customer engagement. The study also aims to prompt researchers and organizations to consider effective communication strategies to increase online customer engagement.

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How can live streamers enhance viewer engagement in eCommerce streaming?

Cited by 19 publications

References 62 publications

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

Determinants of Consumer Impulse Purchase in Live Streaming Commerce in China: A Conceptual Analysis

The relationship among relationship-selling, celebrity attachment and customer engagement

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