How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Huang, Zhen; Zhu, Yi-Dan; Hao, Andy Wei; Deng, Jia

doi:10.1108/jrim-01-2022-0009

Cited by 30 publications

(25 citation statements)

References 68 publications

(97 reference statements)

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“…Compared to traditional e-commerce platforms, immersive technologies tend to create stronger social connectedness. Recently, there has been research on the effect of social presence on behavioral intentions within the video commerce context (Huang et al , 2022), while Liao et al (2022) explored the path from immersion to behavioral intentions within the live shopping context. Our study contributes to the interactive marketing literature by specifically exploring the mediating effects of immersion and presence.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The effects of augmented reality shopping experiences: immersion, presence and satisfaction

Dieck

Cranmer

Prim

et al. 2023

JRIM

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PurposeAugmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.Design/methodology/approachThis paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.FindingsResults indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.Originality/valueThis study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The effects of augmented reality shopping experiences: immersion, presence and satisfaction

Dieck

Cranmer

Prim

et al. 2023

JRIM

View full text Add to dashboard Cite

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“…Customers will explore a new alternative to try if they find a website straightforward to use and navigate, boosting their chances of completing an online purchase (Islam et al, 2021). Despite the fact that people use the internet and shop online in various ways, perceived ease of use has an influence on the whole information system (Huang et al, 2022a(Huang et al, , 2022b. The perceived ease of use has a strong influence on shopping behavior when it comes to adopting information technologies (Davis, 1989).…”

Section: 32mentioning

confidence: 99%

The moderating role of perceived trust and perceived value on online shopping behavioral intention of Palestinian millennials during COVID-19

Baidoun

Salem

2023

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Purpose The paper aims to examine the moderating role of both the perceived value and perceived trust in the relationship between the ease of use, perceived risk, perceived usefulness and quality of website and the Palestinian millennials’ behavioral intention toward online shopping. Design/methodology/approach A survey questionnaire was carried out targeting 357 Palestinian millennials. In total, 311 valid responses were processed and analyzed using PLS-SEM model fitting approach. Findings The findings demonstrate that the impact of ease of use, perceived usefulness and website quality on online shopping behavioral intention are reinforced by perceived value and perceived trust, while the effect of perceived risk is weakened. This implies that improving convenience and lowering non-monetary costs such as time and effort will enhance the customers’ perceived value and, as a result, their shopping behavioral intention. In addition, one of the most significant barriers to online shopping is a lack of trust. Therefore, once trust is established, shopping willingness rises, and vice versa. Research limitations/implications As this study focused on consumers from a developing country, it neglected the cross-cultural issue; thus, future studies may have to make a comparison of other samples from various nations to gain a deeper understanding. Furthermore, this research focused on the ease of use, perceived risk, perceived usefulness and perceived quality of the website to predict the customer’s behavioral intention toward online shopping, which shows significant results, indicating that more research is needed to look at these independent variables as predictors of customers purchasing decision. Practical implications Online shopping is a critical topic that has significant impact on the business world. Investigating the moderating role of perceived trust and perceived value on Palestinian millennials’ online shopping behavioral intention during COVID-19 might give useful information for organizations developing policies and strategies to create direct sales using social media platforms. Furthermore, the findings might also be valuable for management studies and academics to better understand consumers’ intentions when it comes to commercial internet buying. Originality/value The empirical nature of this paper gives a thorough explanation of the phenomena of online shopping from a developing country. To the best of the authors’ knowledge, this is the first empirical study that examines the moderating effect of perceived trust and perceived value on Palestinian millennials’ online shopping behavioral intention during COVID-19.

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“…Te research on user behavior of short videos mainly focuses on the use or continued use intention [3,[29][30][31][32][33], purchase intention [34][35][36][37], and other behavioral infuence of short video media [38][39][40]. It is found that perceived enjoyment, social infuence, and narcissism positively impact users' intention to use the TikTok app [29].…”

Section: User Behavior Research Related To the Short Video Appmentioning

confidence: 99%

Factors Impacting Users’ Negative Interaction Behaviors When They Enjoy Short Videos on TikTok

Jin

Guo

2023

Discrete Dynamics in Nature and Society

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Short video media has become an essential new media channel for Chinese people to obtain information daily. However, an interesting negative interaction phenomenon exists, such as many users canceling likes after giving likes to a video, hiding their likes and following list. Our article aims to explore the factors impacting users’ negative interaction behaviors that may lead to short video media burnout. The structural equation modeling method was used to analyze 423 valid responses in a survey from TikTok users in the Chinese mainland. The results indicate that information redundancy concerns, social image concerns, information disclosure concerns, and content value deviation are the main potential variables that affect users’ negative interactions when they enjoy short videos on TikTok. We concluded that privacy concern is critical for users’ negative interaction behaviors compared to the video content dimension. This article extends short video users’ engagement behavior research by first investigating the influence factors of TikTok users’ negative behaviors. This article also provides practical and managerial implications for app designers on stimulating users’ active interaction and participation through the innovative design of privacy management functions.

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How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Cited by 30 publications

References 68 publications

The effects of augmented reality shopping experiences: immersion, presence and satisfaction

The effects of augmented reality shopping experiences: immersion, presence and satisfaction

The moderating role of perceived trust and perceived value on online shopping behavioral intention of Palestinian millennials during COVID-19

Factors Impacting Users’ Negative Interaction Behaviors When They Enjoy Short Videos on TikTok

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