The impact of live video streaming on online purchase intention

Zhang, Min; Qin, Fang; Wang, G. Alan; Luo, Cheng

doi:10.1080/02642069.2019.1576642

Cited by 190 publications

(166 citation statements)

References 92 publications

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“…The high social presence characteristics embedded in a live-streaming strategy can enhance customers' online purchase behavior with a reduction in psychological distance and perceived uncertainty (Zhang et al, 2019). We based on this and predicted that; H3: Fear appeal will have a positive association with consumers' e-loyalty in live-streaming services.…”

Section: Fear Appeal and Social Presencementioning

confidence: 97%

“…Social presence is a widely recognized factor that influences consumer behavior in marketing and shopping. Consumers are mostly influenced by the level of their social interactions with others when making purchase decisions (Godes et al, 2005;Zhang et al, 2019). Platforms that dominate marketplace-based e-commerce like Amazon and Taobao have successfully added social applications with contents to help people to connect with whom and where they usually buy (Marsden, 2010).…”

Section: Social Presence and Purchase Behaviormentioning

confidence: 99%

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COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

Addo

Fang

Kulbo

et al. 2020

The Service Industries Journal

275

231

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The 2019 novel coronavirus is a non-segmented positive-sense RNA virus belonging to the Coronaviridae-Nidovirales family. We examined the swings in purchase behavior following the outbreak of the COVID-19 in Wuhan, China, and across the world based on the theory of fear appeal. We gathered published statistics (suspected, confirmed, and fatality) on the COVID-19 alongside the purchase of personal protective equipment to examine the swings in online purchase behavior. With a serial mediated analysis, we established that fear appeal is associated with the sharp dynamics in the online purchase as related to the COVID-19. The results confirmed that fear appeal promotes social presence in anticipation of seeking affection, acceptance, and social information. This feeling is a precondition for developing e-loyalty, which promotes purchase behavior. Even though our variables might not be conclusive enough, we believe the findings are fundamental to understanding the swings in the purchase trend in this and any similar situations.

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Section: Fear Appeal and Social Presencementioning

confidence: 97%

Section: Social Presence and Purchase Behaviormentioning

confidence: 99%

COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

Addo

Fang

Kulbo

et al. 2020

The Service Industries Journal

275

231

View full text Add to dashboard Cite

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“…COVID-19 has had an extensive frightening effect that has terrified people from China to the United States, with anxious citizens engaged in panic buying as well as indulging in impulse buying due to partial and complete lockdowns (Matteo et al, 2020; Addo et al, 2020). Thus, due to the stress induced, citizens have been ordered to take extra precautions against the spread of COVID-19 in the form of partial or complete lockdown across the world (Zhang et al, 2019). The WHO has announced the COVID-19 outbreak as a pandemic, which compelled several countries, including the United States, towards their final decisions to announce lockdowns in the second week of March (Crabble, 2020;Iyer et al, 2020).…”

Section: Fear Of a Complete Lockdownmentioning

confidence: 99%

“…People were inclined towards impulse buying behavior due to the negative and positive word of mouth of peers, watching the buying of neighbors and peers (Addo et al, 2020;Matteo et al, 2020). In a condition where the incitement info desires to be mirrored upon, consumers' emotional state is also combined into the administering of the appeal that is hugely driven by the apparent inspiration of the individuals around them (Crabble, 2020;Zhang et al, 2019). According to Kim & Su (2020), consumers adapt to anticipations of peers about buying decisions and acquire product suitability by perceiving the buying behavior of other people.…”

Section: Peers Buyingmentioning

confidence: 99%

The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens

Ahmed¹,

Štreimikienė²,

Rolle³

et al. 2020

JOC

128

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In an analysis based on the theory of Fear, this study examines impulse purchase patterns during the COVID-19 Pandemic across major US urban centers. Data from 889 US consumers were collected from leading US cities to evaluate impulse buying behavior fluctuations using SEM-based multivariate approaches to examine the survey statistics. We used COVID-19 as a moderating variable of this impulse purchase behavior. The results confirmed that Fear of a complete lockdown, peers buying, scarcity of essential products on shelves, US stimulus checks, the limited supply of essential goods, and panic buying have had a compelling and affirmative influence on the sharp swings of impulse buying patterns. The findings further confirm that Fear Appeal and social media fake news have had a strong positive impact on impulse buying as mediating factors. Finally, it was concluded that COVID-19 is a significant moderating factor influencing the impulse buying behavior of US citizens. The practical implications suggest that marketers and brand managers should devise novel strategies to enhance their brand’s market share to attain a competitive advantage in COVID-19 or similar panic situations in the future. These research findings are essential to comprehend the sharp fluctuations of impulse buying patterns in the current cutthroat competition environment across the US and other parts of the world.

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“…Despite recent research efforts on the broader topic of social video content and consumer behaviour (especially in Asia) [43,51], relatively little is still known about consumer behaviour related to gaming video content and video games. Research related to the consumption of gaming video content has primarily focused on the motivations to consume said content [8,10,12,14,37,47] and the social behaviour related to gaming video content [12].…”

Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 99%

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

Törhönen¹,

Sjöblom²,

Vahlo³

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Consuming live-streamed or pre-recorded gaming video content through video sharing services such as YouTube and Twitch has become a significant aspect of the modern gaming and online media culture. Although it has been argued that watching such content may replace some first-hand gaming activities, it has also been argued that consuming gaming video content may further increase both gaming activities and purchases related to gaming. This study provides the first empirical evidence on how the consumption of three popular types of gaming video content (game reviews, let's plays and esports) affect the gameplay activity and game related purchasing behaviour and therefore extends our knowledge about digital consumer behaviour and its latest forms. Results indicate that all three forms of gaming video content have a positive association with time spent playing games. Moreover, gaming video consumption, especially the consumption of review video content, is positively associated with game purchasing behaviour.

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The impact of live video streaming on online purchase intention

Cited by 190 publications

References 92 publications

COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

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