Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi

Zhang, Wenkun; Wang, Yanan; Zhang, Tao; Chu, Jinhua

doi:10.1007/s40558-022-00239-4

Cited by 14 publications

(6 citation statements)

References 60 publications

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“…Our research emphasizes that rather than merely presenting products, live streamers cultivate deep emotional connections with their audience, influencing buying decisions,which is consistent with previous research (Li & Peng, 2021;Xu et al, 2022;Zhang et al, 2022).In many instances, they are seen as personalities, influencers, and virtual companions. Drawing upon Bowlby's attachment theory, the emotional bond between viewers and streamers can be understood as a reflection of "parasocial interactions" (Wang, Huang and Zhang, 2023;Kerschbaumer, Kreimer, Foscht and Eisingerich, 2023).…”

Section: Influence Of Attachment To Streamers On Perceived Value and ...supporting

confidence: 87%

“…They contend that elements such as interaction and identification play pivotal roles in shaping emotional attachments, further magnifying the user's commitmentor "stickiness" to platforms. Lastly, the study on "swift guanxi" underscores the importance of interpersonal interactions in live stream shopping(Zhang, Wang, Zhang and Chu, 2022). Swift guanxi, a unique form of relationship forged quickly in digital…”

mentioning

confidence: 99%

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Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Feng,

Wei

2023

J. of Law and Sust. Develop.

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Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

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Section: Influence Of Attachment To Streamers On Perceived Value and ...supporting

confidence: 87%

mentioning

confidence: 99%

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Feng,

Wei

2023

J. of Law and Sust. Develop.

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“…In this article all variables are latent variable, and according to Gao and Zhang et al (2022). Four items for sustained participation behavior were adapted from Zhou et al (2013) and Wang et al (2022).…”

Section: Methodsmentioning

confidence: 99%

“…Perceived justice was developed from previous study by DeWitt et al (2008) and Cambra‐Fierro et al (2016). Items for swift‐guanxi were taken from Lin et al (2018) and Zhang et al (2022). Four items for sustained participation behavior were adapted from Zhou et al (2013) and Wang et al (2022).…”

Section: Methodsmentioning

confidence: 99%

Not just apologizing: The impact of complaint handling on sustained participation behavior in live‐streaming shopping

Zhang

Wang

2023

J of Consumer Behaviour

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In a live‐streaming shopping community, the quality of complaint handling may significantly influence relationship recovery between the consumer and retailer (or streamer) following service failures. Despite the significant progress made in previous works, there are still research gaps in the study of customer complaint handling and customers' post‐behavior. Therefore, this study introduced the important variable “swift‐guanxi” (SG) to explore the relationship between complaint handling and the sustained participation of customers. Data were collected through both online and offline methods. A structural equation model (SEM) was used to test the relevant hypotheses. The results from assessing these data indicate that the factors of conversational human voice (CHV), reply length (RL) and perceived justice (PJ) all exert a significant influence on SG, which in turn affects the sustained participation behavior (SPB) of customers. In addition, complaint publicization (CP) has a negative impact on this behavior.

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“…However, current TLS research mainly focused on the platform, streamers and viewers separately, including technological features (Deng et al , 2021; Hua et al , 2023a; Gössling, 2021; Zheng et al , 2023b), streamers’ value-building and sharing intentions (Xie et al , 2022; Li et al , 2022). How viewer–streamer interaction strategies foster viewers’ travelling intentions needs further empirical analysis (Zhang et al , 2022; Liu et al , 2023; Zhang et al , 2021b).…”

Section: Introductionmentioning

confidence: 99%

Tourism live streaming: uncovering the effects of responsiveness and knowledge spillover on travelling intentions

Zheng,

2023

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Purpose In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the effectiveness of such practices in the TLS context remains unclear. Accordingly, based on flow theory, this study aims to uncover the effects of responsiveness and knowledge spillover on viewers’ travelling intentions. Design/methodology/approach The authors collected 319 valid questionnaires to examine the proposed model. Followingly, the authors used a partial least squares structural equation modelling approach using SmartPLS 4 to analyse the survey data. Findings The authors found that responsiveness could enhance viewers’ flow experience and destination attachment, fostering travelling intentions. The authors further found that knowledge spillover strengthened the relationship between responsiveness and travelling intentions and responsiveness and flow experience. Originality/value This study broadens the scope of extant tourism research by juxtaposing the effects of responsiveness and knowledge spillover on viewers’ travelling intentions in the TLS context. Practically, the findings provide valuable insights for streamers to conduct appropriate viewer–streamer interaction strategies by providing instant responses and tourism-related knowledge to viewers.

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Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi

Cited by 14 publications

References 60 publications

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Not just apologizing: The impact of complaint handling on sustained participation behavior in live‐streaming shopping

Tourism live streaming: uncovering the effects of responsiveness and knowledge spillover on travelling intentions

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