How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness

Gao, Xiayuan; Xu, Xiaoyu; Tayyab, Syed Muhammad Usman; Li, Qi

doi:10.1016/j.elerap.2021.101087

Cited by 128 publications

(79 citation statements)

References 80 publications

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“…Table 3 displays the demographic statistics of respondents in detail. Specially, regarding the gender of respondents, 32.8% are male and 67.2% are female, which is similar to Sun et al (2019) ; Gao et al (2021) , and Li Y. et al (2021) , confirming that females account for the vast majority in live streaming commerce.…”

Section: Methodsmentioning

confidence: 63%

“… Park and Lin (2020) use the fit theory to investigate the effects of keeping fit between source and product, content and product, as well as self and product on consumers’ internal evaluation and intention to buy. Gao et al (2021) apply the elaboration likelihood model (ELM) to explain the central and peripheral factors that influence consumer perceived persuasiveness and behavioral response. Further, Lu and Chen (2021) and Guo et al (2022) reveal the impacts of streamers’ characteristics on consumers’ psychological and behavioral responses from the uncertainty reduction perspective and source characteristic perspective, respectively.…”

Section: Literature Reviewmentioning

confidence: 99%

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How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Lou

Jiao

et al. 2022

Front. Psychol.

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A significant characteristic of live streaming commerce is that popularity cues are tactically created and utilized to improve product sales, as atmospheric cues. However, research on live streaming commerce that investigates the effects of popularity cues is scarce. This study aims to reveal the role of popularity cues, including streamer popularity and product popularity, in promoting consumers’ impulse purchase. Following the stimulus–organism–response paradigm, this study reveals the underlying mechanism. This study surveyed 402 customers and empirically demonstrates that streamer popularity and product popularity can trigger consumers’ impulse purchase by enhancing perceived streamer reputation and perceived competition, respectively. Meanwhile, perceived power, as an inherent factor of consumers, plays a moderating role that only attenuates the effect of streamer popularity on perceived streamer reputation. This study contributes to a better understanding of the working mechanism of popularity cues and offers practical insights into how to effectively utilize these atmospheric cues in live streaming commerce.

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Section: Methodsmentioning

confidence: 63%

Section: Literature Reviewmentioning

confidence: 99%

How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Lou

Jiao

et al. 2022

Front. Psychol.

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“…We distributed the questionnaire on the Wenjuanxing website ( https://www.wjx.cn/ ), one of the largest professional data collection websites in China, which has collected more than 13.14 billion questionnaires. Consistent with the sample methods employed by Gao et al ( 2021 ) and Guo et al ( 2021 ), we utilized Wenjuanxing.com as our sampling platform. We choose to use the sample service offered by Wenjuanxing, a professional data collection institution for research purposes.…”

Section: Methodsmentioning

confidence: 99%

Propelling consumer engagement via entrepreneurs' live streaming?

et al. 2022

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Entrepreneurs' live streaming (ELS) is an important tool for marketing, and it can increase consumer engagement, especially during the COVID-19 pandemic. Previous live streaming literature mainly focused on third-party live streaming, targeted at professional streamers and online celebrities. This study aims to discuss the factors underlying consumer engagement in the ELS. Using a mixed method of a quasi-experiment and an online survey, we analyzed the impact of the ELS on consumer engagement and the factors that drive consumer engagement in the ELS in each of 231 samples. In the enterprises' live streaming, the ELS has a significantly higher influence on consumer engagement compared with the employees' live streaming. In the ELS, based on source credibility theory and signaling theory, this study concludes that factors of ELS's credibility consist of internal factors (reputation, expertise, and interactivity) and external factors (guarantee, authenticity, and money-saving). The authors demonstrate that both internal and external factors positively affect trust in activities. Trust in activities positively affects consumer engagement and mediates the effects of reputation, expertise, interactivity, guarantee, and authenticity on consumer engagement. Moreover, reputation and expertise positively improve consumers' admiration toward the entrepreneur streamer and in turn, positively increase consumer engagement. Interactivity and expertise shorten the psychological distance. Psychological distance negatively affects consumer engagement and only helps increase the positive effect of interactivity on consumer engagement. These findings have theoretical and practical implications for live streaming e-commerce.

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“…In our model, viewers are heterogeneous regarding product valuation , and is distributed uniformly over [0, 1], which can also be found in previous studies [ 14 , 43 ]. Streamers’ attractiveness, interaction, effort, and expertise can increase viewers’ willingness to buy [ 12 , 28 , 44 ]. Thus, the utility function of viewers purchasing a product during live streaming is denoted as: where denotes the sensitivity coefficient of the streamer’s effort and represents the improvement in viewers’ utility due to streamers’ live-streaming efforts.…”

Section: Modelsmentioning

confidence: 99%

Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain

Chen

et al. 2022

Electron Commer Res

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This study considers a manufacturer–retailer–streamer supply chain, in which the retailer first purchases products from a manufacturer and then sells them to consumers through a streamer. In the live streaming context, the retailer usually cooperates with the streamer by providing three different contracts: only a commission of the sale (OC), only a fixed fee (OF), and a commission of the sale and fixed fee (CF). Therefore, this study develops a theoretical model to investigate the effects of these three contracts on supply chain members’ optimal decisions and profits. The following results were obtained: (1) the retailer prefers an OC contract with a high-ability streamer, and the manufacturer benefits from this contract. Additionally, the manufacturer, retailer, and high-ability streamer can achieve a win–win–win outcome in certain cases. Furthermore, the retailer is willing to sign an OC contract with a low-ability streamer when the fixed fee of the OF contract is high. (2) The retailer prefers to cooperate with a low-ability streamer through an OF contract when the fixed fee is low. (3) The CF contract is the most profitable alternative for the retailer when the total commission rate is low and the fixed fee is medium.

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How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness

Cited by 128 publications

References 80 publications

How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power

Propelling consumer engagement via entrepreneurs' live streaming?

Optimal contract design for live streaming shopping in a manufacturer–retailer–streamer supply chain

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