The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

Fan, Yadong; Zheng, Ran

doi:10.1108/apjml-08-2021-0564

Cited by 46 publications

(31 citation statements)

References 55 publications

(150 reference statements)

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“…E-commerce live streaming attracts consumers through instant interaction and vivid product display (Tong, 2017;Ang et al, 2018;Liu et al, 2020c). E-commerce live streaming can deliver richer information to consumers than posts that mainly convey product information through text and pictures (Yu and Zheng, 2022).Serving the more detailed and vertical needs of consumers, e-commerce live streaming attracts potential consumers, improves the conversion rate, and generates faster sales (Hu and Chaudhry, 2020). It can both improve the conversion rate of both physical and virtual stores, and expose the brand to the public (Xue and Liu, 2022).…”

Section: Introductionmentioning

confidence: 99%

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

2022

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Given that tourism e-commerce live streaming has become an important driver of tourism development after the outbreak of Covid-19 but limited attention has been paid to this area, this study examines the impacts of tourism e-commerce live streaming features (interactivity, authenticity, and entertainment) on the consumers’ purchase intention from the perspectives of consumers’ flow experience and trust based on the SOR theory. The authors collected survey data from 357 tourism e-commerce live streaming consumers and used the structural equation model to test the research model. The results reveal that interactivity and authenticity positively affect tourism e-commerce live streaming consumers’ purchase intention, but entertainment does not influence purchase intention positively; interactivity, authenticity, and entertainment each positively affects tourism e-commerce live streaming consumers’ flow experience and trust; both flow experience and trust positively affect tourism e-commerce live streaming consumers’ purchase intention; both flow experience and trust have mediating effects on the relationships between tourism e-commerce live streaming features and consumers’ purchase intention. This study extends existing theoretical research on tourism e-commerce live streaming and provides some managerial implications for tourism enterprises and streamers.

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Section: Introductionmentioning

confidence: 99%

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

2022

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“…In addition, when someone is directly engaged, they can evaluate the information whether the information can be trusted, it can be used as a reference to consider purchasing the product or not (Hou & Sarigöllü, 2022). Therefore, consumer involvement can influence someone to intend to buy a product or brand offered by a company Yu & Zheng, (2021). Ali et al, (2018) show that brand loyalty has a positive effect on purchase intention, high consumer loyalty is known as very important in determining purchase intentions from consumers.…”

Section: Discussionmentioning

confidence: 99%

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

Agustina

Suryandari²,

Kirana³

2022

Khazanah Hukum

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The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention.

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“…Existing literature points out that compared to offline physical store shopping, consumers tend to show more impulsive consumption characteristics when shopping online. In livestreaming e-commerce, this behavior is mainly driven by an anchor’s product presentation or marketing stimulation: when consumers watch a live stream, they first generate an impulsive consumption intention ( Zhang Z. et al, 2022 ), and then convert it into impulsive consumption behavior ( Yu and Zheng, 2022 ).…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

Cited by 46 publications

References 55 publications

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

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