I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform

Liu, Haoyu; Chung, Leanne; Tan, Kim Hua; Peng, Bo

doi:10.1016/j.jbusres.2023.114331

Cited by 4 publications

(2 citation statements)

References 58 publications

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“…Respondents, who are consumers of live shopping, are asked to provide information about their habits with the utilized live shopping. Furthermore, they are also questioned about the associations between Viewers Engagement, Skepticism, and Perceived Emotional Value to determine Purchase Intention using questions from previous research [32], [33]. The convenience sampling technique is employed, and customers fill out a self-administered survey.…”

Section: Methods Research Model and Data Collection Proceduresmentioning

confidence: 99%

Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention

Batara,

Sugiarto

2024

International Journal of Science, Technology & Management

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The primary aim of this study is to investigate how viewer engagement during live streaming shopping impacts consumer skepticism, perceived emotional value, and purchase intention. Utilizing the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method, we analyzed survey data gathered from consumers actively involved in the live streaming e-commerce scene in Indonesia. .The research findings indicate significant support for the proposed hypotheses. Viewer engagement is proven to have a positive impact on consumer skepticism levels and significantly contributes to the enhancement of perceived emotional value. However, interesting findings emerge when consumer skepticism levels do not significantly influence their purchase intentions. On the contrary, perceived emotional value has a significant positive impact on purchase intention. Practical implications of this research involve expanding marketing strategies that focus on increasing viewer engagement and providing strong emotional value to encourage consumer purchase intentions during live streaming shopping sessions. This research contributes to the understanding of consumer dynamics in the context of live streaming e-commerce and provides guidance for companies to optimize customer interactions and sales outcomes.

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Section: Methods Research Model and Data Collection Proceduresmentioning

confidence: 99%

Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention

Batara,

Sugiarto

2024

International Journal of Science, Technology & Management

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“…Value co‐creation has become a prominent research topic in the marketing literature following the pioneering work by Prahalad and Ramaswamy (2004) and the service‐dominant (S‐D) logic by Vargo and Lusch (2004). It is referred to as a collaborative process where various actors integrate their resources to create value for each other (Latif et al, 2024; Liu et al, 2024; Ribeiro et al, 2023; Saha et al, 2022). The participation of several actors makes value co‐creation pertinent to broader business contexts like the sharing economy (Nadeem et al, 2023; Ribeiro et al, 2023; Wang et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

Value co‐creation in the sharing economy: Revisiting the past to inform future

Vasil M,

Chopdar,

Buhalis

et al. 2024

Psychology and Marketing

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The objective of this study is to provide an integrated view of the body of knowledge of value co‐creation in the sharing economy in terms of the topical content and the research background. To this end, this study conducts a systematic literature review guided by the SPAR‐4‐SLR protocol. Leveraging the integrated ADO‐TCM framework, the review identifies 39 antecedents under 3 categories, 7 decision constructs, and 18 outcome constructs related to value co‐creation, as well as the prevalent theories, contexts, and methods explored in this domain. The review exposes several research gaps and offers insightful future research pathways that are directed toward theory, context, and method. These pathways can serve as a guide to strengthen and advance the theoretical, contextual, and methodological foundations of future research, contributing to the sustained evolution of the domain.

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How Platform Companies Achieve Value Co-creation: A Dual-Case Study Based on Resource Orchestration Perspective

Dong,

Li,

Wang

2024

Lecture Notes in Business Information Processing

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I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform

Cited by 4 publications

References 58 publications

Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention

Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention

Value co‐creation in the sharing economy: Revisiting the past to inform future

How Platform Companies Achieve Value Co-creation: A Dual-Case Study Based on Resource Orchestration Perspective

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