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How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China by Ma, Linye (author);Gao, Shuqing (author);Zhang, Xiaoyan (author) is a Environmental Science article available to read on EtoBox.

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As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainm

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Author

Ma, Linye (author);Gao, Shuqing (author);Zhang, Xiaoyan (author)

Publisher

MDPI AG

Published

2022

Language

EN

Field

Environmental Science (Social Sciences)