Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Abstract

During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.

Determinants of National Digital Identity Verification Platform Acceptance Among Young Investors in Malaysia

“…H1 was accepted. According to previous research, perceived severity had a beneficial impact on technology uptake (Baber, 2021;Daragmeh et al, 2021;Gao et al, 2015;Guo et al, 2015;Holmes and Ophoff, 2019;Pang et al, 2021;Rad et al, 2021;Rahi et al, 2021;Vassilikopoulou et al, 2018;Zhao et al, 2018). The findings of this study showed that perceived severity had a favourable impact on NDIV platform acceptance among young investors; this finding was consistent with previous research and the PMT model.…”

Consumer Motivations for Adopting Omnichannel Retailing: A Safety-Driven Perspective in the Context of COVID-19

“…Some scholars have reported that COVID-19 has led consumers to panic buy, and they investigated the drivers of this phenomenon ( 27 , 30 ). Some have argued that consumers' safety and health concerns have catalyzed their dependence on contactless shopping technologies, such as using augmented reality technologies in the information acquisition process ( 31 ), live-stream shopping in purchasing ( 32 ), and robot or drone deliveries in last-mile logistics ( 9 ). Others focused on how the social properties of shopping have been affected by the pandemic.…”

Impact of the COVID-19 pandemic on household financial asset allocation: A China population study

“…Most of the existing studies have focused on the macroeconomic impact of the COVID-19 epidemic, and most of the individual impact studies have focused on changes in consumption patterns (Pang et al, 2021), changes in travel patterns (Chinazzi et al, 2020), travel motivations (Sakai et al, 2021), travel motivations (Wachyuni and Kusumaningrum, 2020), and the impact of mobility restrictions on physical and mental health (Cullen et al, 2020;Savage et al, 2020), few studies have investigated household financial asset allocation, and this study helps explain the impact of the New Coronary Pneumonia epidemic on household financial asset allocation, enriching the related literature and provides a new perspective based on individual psychological expectations and risk attitudes to better understand the impact of the New Coronavirus epidemic on household financial asset allocation.…”