The influence of online celebrity live streaming e-commerce on consumers’ purchase intention

Live streaming e-commerce has exploded in China as a result of the videoization of social networks，becoming an increasingly important marketing tool, where the streamers are frequently Internet celebrities. Previous research has looked at the aspects that influence customers' purchase intentions in live streaming e-commerce. In this study, variables are summarized by combining live streaming features and the celebrity effect of Internet celebrities, and hypotheses are suggested using the SOR model. The goal is to investigate what factors influence consumers' purchase intentions when they watch Internet celebrities in live streaming e-commerce. This study distributed surveys, collected 305 valid questionnaires, and then utilized the tools SPSS.26 and SmartPLS 4.0 to estimate the model. The results demonstrate that the Internet celebrity's interactions, promotion discount, and attractiveness have a significant impact on customers’ purchase intention, with Social Presence and Emotions acting as mediator in the internet celebrity live streaming e-commerce. Finally, towards the end of the work, the theoretical contribution, practical implications, limitations, and future research suggestions are summarized. This study examines the influencing elements of live streaming e-commerce on customers' buy intentions from the standpoint of online celebrity mixed with live streaming, however it does not examine the moderating influence of different commodity categories.Com a visualização de videos colocados nas redes sociais por celebridades, o e-commerce de streaming ao vivo explodiu na China, tornando-se um canal de marketing cada vez mais importante., e os streamers são frequentemente celebridades da internet. Pesquisas anteriores analisaram os aspectos que influenciam as intenções de compra dos clientes no comércio eletrônico de transmissão ao vivo. O objetivo desta disseratção é investigar que factores influenciam a intenção de compra dos consumidores quando assistem aos videos das celebridades na internet. Neste estudo, as variáveis são resumidas combinando recursos de transmissão ao vivo e o efeito celebridade de celebridades da Internet, e hipóteses são sugeridas usando o modelo SOR. Foram considerados 305 questionários válidos, e então usa as ferramentas SPSS.26 e SmartPLS 4.0 para estimar o modelo. Os resultados demonstram que as interações da celebridade da internet, o desconto promocional e a atratividade têm um impacto significativo na intenção de compra dos clientes, com Presença Social e Emoções atuando como mediador no e-commerce de celebridades da internet ao vivo. Por fim, ao final do trabalho, são sumarizadas a contribuição teórica, implicações práticas, limitações e sugestões de pesquisas futuras

The Impact of Live Streaming E-commerce Features on Chinese Consumers\u27 Attitude and Purchase Intention

In recent years, live streaming e-commerce has been gaining popularity among Chinese consumers as a new social trend. Compared to traditional e-commerce, the shopping model of live streaming service plus e-commerce demonstrates some benefits of social media features, encouraging consumers to engage in live shopping. This study aims to predict how different live streaming e-commerce features (visibility, interactivity, price discount, and celebrity endorsement) influence Chinese consumers\u27 attitude and purchase intentions. It also examines how TPB components (subjective norm, perceived behavior control, and attitudes) can affect Chinese consumers\u27 purchase intention using a theoretical model combined with the TPB model and the S-O-R model. To achieve this goal, I collected 1239 valid questionnaires using the questionnaire method to explore the influence of correlation between these variables. Confirmatory factor analysis (CFA) is conducted to validate each theoretical concept\u27s reliability and construct validity. The results of hierarchical linear regression indicate that all live e-commerce features positively correlate with consumers\u27 attitudes towards brands and platform use. Among them, price discount significantly impacted consumers\u27 attitudes towards platform use, while visibility, interactivity, and celebrity endorsement significantly impact on consumers\u27 attitudes towards brands. The results also showed that all TPB components positively correlated with consumer purchase intention. Consumers\u27 attitudes towards platform use had a stronger impact on consumers\u27 purchase intentions than the attitude towards brands

Why male streamers sell. A study on the attractiveness and emotional responses in live streaming

Live streaming has changed the way people shop, and it is becoming increasingly popular for male streamers to endorse female products. However, the mechanism of how male streamers attract female consumers to watch and purchase remains to be understudied. This study attempts to investigate the success factors of male streamers. Based on in depth interviews with 21 female and thorough literature review, we categorize male streamers\u27 source attractiveness into five dimensions (physical attractiveness, voice attractiveness, verbal attractiveness, femininity and masculinity). A research model that explains how these attractiveness influence consumers’ behavioral intentions is proposed and validate with a sample of 234 female consumers. The findings confirm the effects of all the dimensions, although they affect consumers’ behavioral intention by changing their levels of pleasure and arousal through different mechanisms. This research advances our understanding of the interpersonal attraction caused by gender differences in e-commerce live streaming selling

Online Streaming Services Uses During The COVID-19 Pandemic in Indonesia

The COVID-19 pandemic accelerates the adoption of online streaming service around the world, including online streaming services, which is now starting to be used in Indonesia, like Netflix. This study assumes that consumers search for emotional and instrumental satisfaction when they start to watch any video or live streaming on their digital devices. Therefore, this study is based on two theories about technology adoption: the Technology Acceptance Model (TAM) and Uses Gratification Theory (UGT), to explore perceived ease of use and perceived usefulness from users' perceptions. By adding perceived risk perception related to the COVID-19 pandemic. This study aims to explore users' perceptions of online streaming services and describe their motivation to use the services. This study uses Smart PLS-SEM as analyze tool. There are 203 respondents used in this study. The research result shows that perceived ease of use positively and significantly affects perceived usefulness. Perceived usefulness, ritualized use, and instrumental use positively and significantly affect the intention to use Netflix. However, this study can't prove the effect of perceived ease of use and perceived risk perception on intention to use Netflix. Furthermore, perceived usefulness positively and significantly mediates the effect between perceived ease of use to intention to use Netflix

Influence Of Short Video Live Broadcast On Network User Behavior And Sales—From Meta-Analysis, Experimental Analysis To Empirical Analysis

Background: There are more than 1 billion users of short video media in China, and enterprises have long recognized that the influence of short video media has strong marketing achievements, such as short video community and information sharing platform participating in sales. Many enterprises have established active short video media so that they can directly interact with their customers. Among them, the content of webcasting can also stimulate and influence users' participation (like, comment or share) and users' stickiness (collection and attention). Research purposes and methods: In order to explore the underlying logical relationship between "media-content-goods-users-sales", firstly, it is necessary to find out the influence mechanism of short video live broadcast on network users' participation and sales. Therefore, in the first experiment, we conducted a meta-analysis on a large number of researches on webcasting media and short video media, and analyzed their differences along the content differences, background (industry, presentation, life cycle, demand and platform) and characteristics of webcasting media. Secondly, it is necessary for us to find out the differences in the influence of the level of webcasting and the behavior of network users (participation behavior and sticky behavior) on the sales level. Therefore, in Experiment 2, based on the data of 802 live events in Tik Tok, the internal relationship between the degree of webcasting and the degree of commodity sales was analyzed. Thirdly, it is necessary for us to understand the mechanism of the influence of webcasting marketing on consumer decision-making. Therefore, in Experiment 3, the psychological mechanism of webcasting affecting purchase intention was verified by structural equation model, and the adoption intention of webcasting users was determined and verified by three factors-webcasting, participation behavior and sticky behavior. Research results: This paper makes a comprehensive and in-depth analysis and verification through three experiments. The result of Experiment 1 supports some existing viewpoints, for example, webcasting media can promote the sales of new products more effectively, but it highlights some new insights. The webcasting media mainly promotes the sales of goods and hardly affects the stickiness of users. The average citation of webcasting media stickiness is 0.137, and the sales citation is 0.353. In addition, the research results also put forward a better way to adjust the content of webcasting media to meet the communication target. Experiment 2 found that it has a higher degree of webcasting (β1=.715, P < .01; β2=-.090, p<0.01) more effectively produces the degree of commodity sales, and further verifies the potential moderating effects of two kinds of user behaviors: user participation behavior and user stickiness behavior. Experiment 3 verified that webcasting (b = 0.247, t=3.317, p< 0.05) directly and significantly affected the degree of online sales, while the behavior of online users (participation of live users and live fans) adjusted the degree of online sales to a certain extent, which indirectly affected the degree of online goods sales. Research conclusion: With the rapid development of short video media today, enterprises can realize the online sales of goods more efficiently through a powerful short video live media based on media content and media users, and further realize the balanced operation between network users and fan users in a healthy and orderly manner. Keywords: Webcast, Meta-analysis, User behavior, Social media sales, Field experiment DOI: 10.7176/NMMC/104-13 Publication date: August 31st 202

The Impact of Live Streaming Behavior on Consumers’ Consumption Intention

The emergence of the phenomenon of live streaming has led to the development of many industries at home and abroad at present, especially in the context of the COVID-19, live streaming has facilitated people’s consumer life. In order to explore the current popularity of live streaming in China and to provide reasonable suggestions for the development of the live streaming industry, this paper investigated samples of various age groups around us by means of a questionnaire distribution. Research results show that the popularity of live behavior is not very high, there are still a lot of consumers more accustomed to the form of offline consumption, which also requires continuous innovation in the form of live, applicable to a variety of audience groups, live product quality reputation continues to improve, so that consumers’ purchases are guaranteed. This paper conducts in-depth research on live broadcasting behavior, and also provides feasible suggestions for self-improvement of live broadcasting e-commerce, from the perspective of consumer preferences and consumer psychology

Research on the Construction Mechanism of Consumers’ Trust Intentions and Behaviors in the Context of Live Streaming Shopping

As a new-type media form integrating text, image, video, and audio, live streaming itself is an excellent way of informationcarrying and interaction. And the development of information technology makes the use of live streaming shopping easier and more convenient. At the same time, with the popularity of live streaming marketing, there are also some consumption traps, which not only harm the rights and interests of consumers but also affect its own development. Thus, how to build trust and improve the credit evaluation mechanism has become a common concern of academic and industrial circles. Anchored in the theory of planned behavior (TPB) and other research results, this paper expounds on the definition and connotation of trust intention in live streaming shopping in detail. From the perspective of consumers, the trust model of live streaming shopping is constructed based on the comprehensive consideration of social presence, consumers\u27 personal attitude, and structural assurance. It adopts partial least squares (PLS) structural equation modeling (SEM) to evaluate the research model and hypothesis. On the basis of 259 samples, the result shows that consumers\u27 trust behavior in live streaming shopping is mainly affected by live streamers\u27 personalities, comment information, social presence, platform characteristics, usefulness, and structural assurance. The research result of this paper will play a positive role in building a more credible environment, improving the trust relationship with consumers, and promoting potential transactions. Meanwhile, it also lays a foundation for understanding consumers\u27 trust behavior and related theories in the context of China

Investigating Impulse Buying Behavior in Live Streaming Commerce: The Role of Social Presence

Live streaming is changing the paradigm of people’s entertainment and consumption. It has been adopted by many small individual sellers to improve their market performance, leading to the emergence of live streaming commerce. Although existing literature has paid attention to consumer purchase behavior in live streaming commerce, little knowledge on impulse buying can be available. Drawing on social presence theory and cognitive-affective framework, this paper attempts to develop a theoretical model to investigate how social presence affects consumers’ urge to buy impulsively through the mediating mechanism of cognitive state (i.e., product risk) and affective state (i.e., affective intensity). This paper is expected to advance knowledge on consumers’ impulse buying in live streaming commerce

The impact of mukbang live streaming commerce on consumers’ overconsumption behavior

Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. This paper examines the impact of content, influencer, and channel factors of mukbang live streaming on consumers' perceived value and subsequent impulse purchase and food consumption behaviour. Three studies were conducted. Study 1 was an experiment with 216 participants, revealing that a non-ASMR regular food video in which the mukbanger talks to viewers while eating is more influential in enhancing the video’s perceived value and increasing impulsive purchase and consumption. Study 2 introduced the influencer factors into the experiment conducted with 624 participants. It showed that a credible and parasocial influencer significantly affected consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, excluding the content factors fully mediated by influencer factors, examined the impact of live streaming influencer and shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents found that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhanced consumers’ perceived value, leading to impulse purchase and overconsumption. Theoretical and practical implications were provided to enrich future research and responsible business practices in online food marketing

Over-the-Top (OTT) Networks\u27 Influence on Shared Cultural Memory

The digital landscape underwent a profound transformation in the Over-The-Top (OTT) network era, significantly altering media consumption. This study delved into the intricate and multifaceted impact of OTT networks on society, communication theory, and socio-cultural traditions, specifically emphasizing their influence on shared cultural memory. The research was rooted in a robust methodology that combined a Qualtrics online survey disseminated across various social media platforms and in-depth interviews with 25 carefully selected participants. This rigorous approach aimed to shed light on the profound influence of OTT networks on shared cultural memory while investigating how these platforms shaped perceptions, beliefs, attitudes, and values. The findings revealed the ascendant role of OTT networks in shaping shared cultural memory, exerting their influence on individual and collective memories, and fundamentally altering conventional paradigms of media communication. Within this landscape, the pivotal significance of content quality, viewer preferences, and the overarching theme of accessibility emerged as driving forces behind the widespread adoption of OTT services. This study shed light on how OTT networks revolutionized contemporary media consumption, impacted communication theory, and reshaped socio-cultural traditions. It underscored the need for ongoing research to fully grasp the profound implications of this digital revolution in a rapidly evolving technological landscape. OTT networks have revolutionized media consumption and played a pivotal role in shaping society\u27s collective memory in the digital era