How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

Zhu, Liangjie; Li, Huiyao; Nie, Kun; Gu, Chunmei

doi:10.3389/fpsyg.2021.730636

Cited by 30 publications

(27 citation statements)

References 46 publications

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“…Thus, consumers may obtain limited hedonic and experiential value from the interaction with branded broadcasters (Lin et al, 2021). Meanwhile, celebrity broadcasters generally have an attractive appearance and character, which may bring joyful and exciting experiences to consumers (Hou et al, 2019;Zhu et al, 2021). Despite having less product knowledge and brand awareness than branded broadcasters, celebrity broadcasters also undergo preparations to be able to answer basic questions from consumers and arrange promotion activities .…”

Section: The Influence Of Broadcaster On Consumers' Intention To Foll...mentioning

confidence: 99%

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

et al. 2022

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As the essence of livestream e-commerce is social commerce, building a livestream brand community and attracting brand followers are the key aspects to achieving sustained revenue. For many companies, inviting celebrities has become a shortcut to attract new followers. Considering the unsustainability and high cost of the celebrity host mode, some companies switched to using their own branded broadcasters to attract followers. However, as branded broadcasters lack a fan base, choosing the suitable broadcaster type has become a challenge in livestream e-commerce. The motivation of consumers to follow brand livestream accounts is mainly to obtain potential value by embedding them in social networks. Therefore, based on motive theory, this research explores how different broadcaster types affect consumer’s intention to follow a livestream brand community. Results from the analysis of secondary data from livestream platforms and two laboratory experiments reveal that (1) celebrities contribute more to consumer’s intention to follow than branded broadcasters, and utilitarian (vs. hedonic) products can strengthen the effect of branded (vs. celebrity) broadcasters on attracting potential followers. (2) Moreover, branded (vs. celebrity) broadcasters can promote consumer’s intention to follow a livestream brand community by satisfying consumer’s need for informational (vs. emotional) value during utilitarian (vs. hedonic) product evaluation. This research analyzes the differential effects of different types of broadcasters on livestream brand community building. The findings can deepen the understanding of the consumer’s behavior of following brand livestream communities and provide companies with suggestions on broadcaster selection in livestream e-commerce.

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Section: The Influence Of Broadcaster On Consumers' Intention To Foll...mentioning

confidence: 99%

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

et al. 2022

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“…E-commerce anchors are the core of marketing strategy in livestreaming retailing. An e-commerce anchor is one who introduces and displays products comprehensively to customers ( Zhu et al, 2021 ). Unlike traditional television broadcasters, e-commerce anchors provide guidance to customers by sharing experiences based on their own consumption of the promoted products, answer viewers’ questions in real time, and interact with viewers based on their requests, and display products in ways that static images and texts cannot ( Sun et al, 2019 ; Han and Xu, 2020 ).…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

“…Unlike traditional television broadcasters, e-commerce anchors provide guidance to customers by sharing experiences based on their own consumption of the promoted products, answer viewers’ questions in real time, and interact with viewers based on their requests, and display products in ways that static images and texts cannot ( Sun et al, 2019 ; Han and Xu, 2020 ). Research has shown that the attributes, features, or characteristics of e-commerce anchors significantly influence purchase decisions or impulsive purchase on livestream shopping platform ( Li, 2021 ; Zhao and Feng, 2021 ; Zhu et al, 2021 ). Zhu et al (2021) classify anchors’ characteristics into physical attractiveness, professional ability, and social attractiveness.…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

“…Research has shown that the attributes, features, or characteristics of e-commerce anchors significantly influence purchase decisions or impulsive purchase on livestream shopping platform ( Li, 2021 ; Zhao and Feng, 2021 ; Zhu et al, 2021 ). Zhu et al (2021) classify anchors’ characteristics into physical attractiveness, professional ability, and social attractiveness. Zhao and Feng (2021) assert that interactivity, professionalism, and charisma are important characteristics of e-commerce anchors who are opinion leaders.…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

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Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce

et al. 2022

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Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the “People-Product-Place” marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that “People-Product-Place” marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.

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“…For instance, Park and Lin (2020) identify that consumer potential behavior is impacted by the characteristics of celebrity-streamers. Zhu et al (2021), drawing on cognitive-affective system theory, uncover the influence of streamers' characteristics on consumer purchase intentions in livestream shopping. Moreover, Sun et al (2021) further suggest that consumer purchase intention is influenced by the interactivity of Internet celebrities.…”

Section: Literature Reviewmentioning

confidence: 99%

Gratification matters? An explorative study of antecedents and consequence in livestream shopping

Zhang

Dong

et al. 2023

IMDS

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PurposeThis study aims to explore whether gratification matters in influencing consumers' attitudes towards purchase in the context of livestream shopping and the antecedents that lead to consumers' gratification perceptions.Design/methodology/approachFour technology affordances (i.e. modality affordance, agency affordance, interactivity affordance and navigability affordance) and two gratifications (information gratification and entertainment gratification) are identified, and the relationships among the technology affordances, gratifications and purchase intention are examined. The model is tested using structural equation modeling.FindingsThe result shows that both information and entertainment gratification are positively associated with consumer purchase intention. No significant results have been uncovered with the relationship between interactivity affordance and entertainment gratification, while the rest relationships of gratification and its antecedents are positively associated.Originality/valueThe findings of this study uncover the antecedents and consequences of gratification in the context of livestreaming from technology affordance perspective. The uncovered relationships among technology affordance, gratification, purchase intention as well as the moderation roles aroused by price consciousness contribute to the extant literature.

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How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

Cited by 30 publications

References 46 publications

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce

Gratification matters? An explorative study of antecedents and consequence in livestream shopping

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