The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior

Zhang, Xiaoxue; Yu, Xin

doi:10.3389/fpsyg.2020.592246

Cited by 49 publications

(34 citation statements)

References 85 publications

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“…First, various coupons and seckilling in the live streaming room create a welcoming and lively atmosphere that makes it difficult for consumers to resist the temptation of large-scale group collaborative action, which enhances the tendency of conformity consumption (Huang et al, 2012 ). Second, perceived risk will decrease the customers' purchase intention, whereas deep discount could lower the customers' perceived risk to try a new product and thus increase the possibility of conformity behavior (Zhang and Yu, 2020 ). Hence, the following hypothesis is proposed:…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

et al. 2022

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Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live streaming interactions into three dimensions, interactions for obtaining product information (IPI), interactions for grasping the purchase dynamics of others (IPD), and interactions for obtaining monetary incentives (IMI), and proposes a comprehensive framework to examine whether live streaming interactions with consumers promote both social presence and consumer conformity, and thereby enhance their purchase intentions. Covariance-based structural equation modeling (CB-SEM) with AMOS was conducted to analyze data collected from 576 Chinese consumers. The main findings are that, first, both IPI and IPD can exert a direct impact on social presence and consumer conformity; second, IMI has a positive impact only on social presence; third, among the three dimensions of interactions, both IPI and IPD tend to increase purchase intention through social presence and consumer conformity, while IMI increases purchase intention only via social presence. Furthermore, given the differences between experience and search products, the results of the multigroup analysis indicate inconsistent path coefficients between the two product groups. This study provides a novel perspective on live streaming e-commerce with evidence on how interactions matter in driving purchase intentions, enriches the content of live streaming e-commerce literature and explores the practical implications for marketing managers are looking for marketing by live streaming.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

et al. 2022

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“…One of the most fundamental issues in PLS‐SEM is that of minimum sample size estimation, where the “10‐times rule” method has been a favorite 53 because of the simplicity of its application, it is based on the rule that the sample size should be greater than 10 times the maximum number of inner or outer model links pointing at any latent variable in the model. 54 We judged it according to 10 times method. We conduct prospective approaches before data collection and analysis.…”

Section: Methodsmentioning

confidence: 99%

The Impact of Trust on the Willingness of Co-Tenancy Behavior: Evidence from China

Yu¹,

Zhang²

2021

PRBM

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Introduction Nowadays, more and more people choose to rent houses in first-tier cities together with other people, which can alleviate certain economic pressure. Therefore co-tenancy has become an important field of academic research in recent years and a number of previous studies have discussed the phenomenon. However, fewer studies explore the influence of different variables on the willingness of co-tenancy behavior through quantitative methods. Methods This study conceptualizes and implements concepts such as trust, positive emotion, relationship strength, satisfaction, income, duration of co-tenancy required and the willingness of co-tenancy behavior(WOCB). We designed and collected a questionnaire and finally a questionnaire survey of users (n=525) was conducted, and a basic description and comparison of research objects’ willingness of co-tenancy behavior were made in terms of trust, and positive emotion, relationship strength and monthly income also affect the willingness of co-tenancy behavior. Results The trust effects have a positive impact on the WOCB, Trust effect will affect Relationship Strength and Positive Emotion, and will further affect the WOCB. However, this influence is negative when people are in high Monthly Income and negative when people are in low Monthly Income. Discussion Trust, relationship strength and positive emotion are key factors for people to rent houses with others. That is to say, the intensity of people’s willingness to rent houses with others depends on the degree of trust in others, the relationship strength and positive emotion. When the post-90s drifters in Shenzhen do not believe others, they will tend to live alone rather than the new model of co-tenancy. We also suspect that a person with negative emotion far greater than positive emotion prefers to live alone, rather than living in the same place with his roommates. It provided certain group implications for their willingness of co-tenancy behavior.

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“…And since it was introduced in marketing literature and consumer behavior, diverse perspectives has been used to analyze the perceived risk concept [6]. Shopping has been regarded as a risk taking activity as consumers may be uncertain of a purchase decision and the consequences of poor decisions [7]. According to their research, different genders show differences in many aspects。…”

Section: Defining Conceptmentioning

confidence: 99%

“…The differences in online shopping behavior are mainly reflected in the differences in shopping intentions and the differences in the types of shopping products.For instance, Dai stated that women show a higher desire to buy non-digital products such as clothing, personal care products and home fashion, while men have a higher purchase intentions for digital products such as consumer electronics, computers and peripherals, and software [7].…”

Section: Defining Conceptmentioning

confidence: 99%

The Perception on Online Shopping Risks of Different Genders

Yi¹

2022

Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)

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Based on the convenience and benefits brought by these online shopping sites, the number of people shopping online has also increased. But at the same time, online shopping also has certain risks. If people cannot perceive these risks in time, it will bring losses. There are gender differences in the perception of these online shopping risks. Therefore, this study explored the perception of different genders on different online shopping risks. After conducting a questionnaire survey through the sampling strategies of convenience sampling and snowball sampling, the author does the sensitivity analysis on the collected data. The results show that different genders have different levels of perceptions on online shopping risks, and there are also certain differences in the perception of six different types of online shopping risks, and these perceptions of risk will affect consumers' purchase intentions. These findings are of practical significance to online buyers to guide them to strengthen their perception of the weaker online shopping risks, so as to avoid online shopping risks and reduce losses. In addition, these findings can also help online shopping sellers to optimize their sales system to provide buyers with a better shopping experience.

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The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior

Cited by 49 publications

References 85 publications

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

The Impact of Trust on the Willingness of Co-Tenancy Behavior: Evidence from China

The Perception on Online Shopping Risks of Different Genders

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