What motivates viewers to purchase recommended products in live streaming? The moderating role of extroversion–introversion personality

Chang, Chun-Ming; Yen, Chia‐Hui; Chou, Szu-Yu; Lo, Woo-Kuen

doi:10.1108/apjml-07-2022-0582

Cited by 7 publications

(1 citation statement)

References 68 publications

(205 reference statements)

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“…Traditional research regards initial trust as the trust level established when the user is first exposed to an interaction within a new scenario (Zhou et al, 2016;Cao et al, 2020;Chang et al, 2023). Based on the specific scenario of transformation, which is different from a traditional single scenario, this study defines initial trust as the level of trust that fans have already accumulated prior to the content anchor's transition, which is based on the fans' recognition of the work created by the content anchor.…”

Section: Consumersmentioning

confidence: 99%

Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor

Cao,

Chu,

Ding

et al. 2024

APJML

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PurposeAs live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment.Design/methodology/approachWe distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM).FindingsThe results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers’ attitudes, whilst consumers’ past shopping experiences negatively influenced consumers’ attitudes. The personal charm of the content anchors did not have a significant effect on consumers’ attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully.Originality/valueThis study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper’s conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively.

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Section: Consumersmentioning

confidence: 99%