What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

Rungruangjit, Warinrampai

doi:10.1016/j.heliyon.2022.e09676

Cited by 56 publications

(61 citation statements)

References 111 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Users purchase goods in the live streaming, and if these goods have no context of use, there is no way to make the user feel like using them. Therefore, the host should create a context for the goods sold to help the user imagine and let the user experience the positive perceived value of the goods ( Rungruangjit, 2022 ).…”

Section: Discussionmentioning

confidence: 99%

Investigating switching intention of e-commerce live streaming users

Liu

Cho

et al. 2022

Heliyon

View full text Add to dashboard Cite

Section: Discussionmentioning

confidence: 99%

Investigating switching intention of e-commerce live streaming users

Liu

Cho

et al. 2022

Heliyon

View full text Add to dashboard Cite

“…Specifically, credibility means the credibility of livestreaming input information. The more credible livestreaming information source is, the easier it is for users to internalize their psychology, which leads to consumers having a positive attitude toward information ( Rungruangjit, 2022 ). The professionalism of the livestreaming information source refers to the relevant knowledge summarized by the anchor based on learning the cutting edge of fashion and a large number of use experience ( Wang et al, 2021 ).…”

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.

View full text Add to dashboard Cite

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.

show abstract

“…Kotler and Keller (2006) define consumer purchase intention as the behavior of consumers who desire to choose and buy a product based on experience in selecting a product and using the product before. While, Rungruangjit (2022) defines consumer purchase intention as the willingness of consumers to buy certain products or services based on subjective judgments and their overall assessment. Consumer purchase intention can be a component of consumer behavior that is cognitively related to consumer behavior, perceptions, and attitudes toward a product or service (Hosein, 2021;Mirabi et al, 2015).…”

Section: Consumer Purchase Intentionmentioning

confidence: 99%

Celebrity Endorsers vs Expert Endorsers: Who Can Affect Consumer Purchase Intention for Halal Fashion Product?

Timur

Ratnasari

Author

2022

JEBIS

View full text Add to dashboard Cite

This study aims to analyze the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumer purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study analyzes the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumers' purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study gave respondents a full-color print advertisement containing a photo of artist April Jasmine as a celebrity endorser and expert fashion designer Hannie Hananto as an expert endorser. We use celebrity and expert endorsers as independent variables and consumer purchase intention in halal mode as the dependent variable. The result showed that celebrity endorsers positively influence consumer purchase intention in halal fashion products. Meanwhile, expert endorser does not affect consumer purchase intention on halal fashion products. The results of this study reveal that celebrity endorsers positively affect consumers' purchase intentions for halal fashion products. However, marketers must pay attention to the suitability of selecting the type and attributes of the endorser with the product they support. The goal is that the marketing costs incurred by the company in the endorser use strategy are more effective and follow marketing objectives.

show abstract

What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

Cited by 56 publications

References 111 publications

Investigating switching intention of e-commerce live streaming users

Investigating switching intention of e-commerce live streaming users

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

Celebrity Endorsers vs Expert Endorsers: Who Can Affect Consumer Purchase Intention for Halal Fashion Product?

Contact Info

Product

Resources

About