How the intensity of the immersive experience impels the extent of Social Streaming App dependency? An empirical assessment with mediation and moderation effects

Xu, Xiaoyu; Tayyab, Syed Muhammad Usman

doi:10.1016/j.tele.2021.101661

Cited by 5 publications

(11 citation statements)

References 79 publications

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“…Our finding implies that consumers' active MHLS immersion drives their future purchase intentions. Unlike previous research [108], the results of our study indicated that II in MHLS is not mediated by AT (H6a), which may be due to two reasons. On the one hand, immersive experiences generate positive attitudinal effects in the form of consumers' emotional and affective responses [108].…”

contrasting

confidence: 99%

Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility

Huang

Wang

2022

Sustainability

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The COVID-19 pandemic has forced people to limit their physical interactions, which has led to unprecedented growth in mobile health live streaming (MHLS). Such practices have been facilitated by the rapid development of consumers’ willingness to pay for MHLS. However, few efforts appear in the literature to understand this change. This study aims to integrate the theory of planned behavior with compatibility to clarify payment motivations for MHLS during the COVID-19 pandemic in China. Accordingly, the current study used a web-based, self-reported questionnaire to collect data from 506 Chinese consumers. Of the 535 distributed questionnaires, we received 505 valid responses, yielding an effective rate of 94.3%. The valid responses were analyzed using structural equation modeling, and the associated hypotheses were tested using partial least squares regression. The results showed that attitude, self-efficacy, preferred lifestyle, information quality, and interactive immersion (but not subjective norms) significantly predicted consumers’ willngness to pay (WTP). In addition, attitude partially mediated the association between preferred lifestyle, information quality, and WTP, respectively, while the mediating role in the relationship between interactive immersion and WTP was not confirmed. These findings can be used to formulate effective marketing strategies to benefit MHLS services and mobile payment technology in the country.

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contrasting

confidence: 99%

Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility

Huang

Wang

2022

Sustainability

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“…TikTok is a social streaming app; thus, the co-viewers are the cardinal member of this virtual social community (Xu & Tayyab, 2021). Member participation often presents the extent to which the members are engaged in the interaction in the social community (Burgoon et al, 1999) and suggests that the community members have devoted time, effort and other resources to initiating, developing and maintaining group relationships (Tsai & Pai, 2013).…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

“…The result is in line with our observation of the phenomenon. Since the quality of the content and the perceived attractiveness of the videos play the most critical role in the social streaming platform JEBDE 2,1 (McCroskey et al, 2010;Xu & Tayyab, 2021), if the content is not attractive, users may not watch the video at all, let alone receiving the informational social influence conveyed in the video.…”

Section: The Determinants Of Continuous Intentionmentioning

confidence: 99%

“…Most prior studies investigated the social attributes of TikTok, such as interactivity (Zhang, Xu, & Ye, 2022), entertainment (Meng & Leung, 2021;Zhang et al, 2022) and socially rewarding self-presentation (Scherr & Wang, 2021). These pioneering studies proposed that a social streaming app (Xu & Tayyab, 2021), such as TikTok, can exert a strong influence on individual perception and motives for their usage (Song et al, 2021), attachment (Wang, Yang, & Zhang, 2021), stickiness (Cuesta-Valino et al, 2022) and purchase intention (Zhao & Wang, 2020). However, there is still a paucity of scientifically empirical studies to uncover the rationale behind users' perceptions, attitudes and behaviors towards TikTok.…”

Section: Introductionmentioning

confidence: 99%

“…, 2022) and socially rewarding self-presentation (Scherr & Wang, 2021). These pioneering studies proposed that a social streaming app (Xu & Tayyab, 2021), such as TikTok, can exert a strong influence on individual perception and motives for their usage (Song et al. , 2021), attachment (Wang, Yang, & Zhang, 2021), stickiness (Cuesta-Valino et al.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Exploring the determinants of continuous intention in TikTok from the perspective of social influence: a mixed approach of SEM and fsQCA

Jia

Zhou

et al. 2023

JEBDE

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PurposeThis study embraces the call for exploring the determinants of continuous intention in TikTok. Taking the perspective of social influence, this study not only tries to explore the contextual sources of two types of social influence but also aims to unveil the influence mechanism of how social influence affects TikTok viewers’ continuous intention.Design/methodology/approachThis study empirically analyzes how TikToker attractiveness, co-viewer participation, platform reputation and content appeal affect informative and normative social influence and then lead to the continuous intention of TikTok. Based on 547 valid survey data, this study adopts a mixed analytical approach for data analysis by integrating structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA).FindingsSEM results unveil that content appeal is the most critical antecedent of informational social influence, while the TikToker attractiveness and platform reputation have no effect on it. Differently, all four external sources positively lead to normative social influence. Among them, content appeal and co-viewer participation influence the most. The influences of both two types of social influence on continuous intention are demonstrated. FsQCA results reveal seven alternative configurations that are sufficient for influencing continuance intention and further complement and reinforce the SEM findings.Originality/valueAddressing the critical contextual elements of TikTok, this study explores and confirms the sources which may engender social influence. The authors also demonstrate the critical role of social influence in affecting TikTok viewers’ continuous intentions by the hybrid analytical approach, which contributes to existing academic literature and practitioners.

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Under the Spell of Your Smartphone: How Dependence Evokes a Halo of Trust in Advertising

Stewart

Perren

2022

Journal of Promotion Management

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How the intensity of the immersive experience impels the extent of Social Streaming App dependency? An empirical assessment with mediation and moderation effects

Cited by 5 publications

References 79 publications

Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility

Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility

Exploring the determinants of continuous intention in TikTok from the perspective of social influence: a mixed approach of SEM and fsQCA

Under the Spell of Your Smartphone: How Dependence Evokes a Halo of Trust in Advertising

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