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Erschienen in:
Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability? Kapitel lesen Erstes Kapitel lesen

2023 | OriginalPaper | Buchkapitel

Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce

verfasst von : Monica Law, Mark Ng, Lubanski Lam, Xiling Cui

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer Nature Switzerland

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Abstract

This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each attribute conveys specific signals to consumers. Results obtained from a survey of 453 respondents for live e-commerce in Hong Kong and analysed with a structural equation model indicate that attractiveness, parasocial interaction and responsiveness have significant positive relationships and are fully mediated by trust, whereas trust has a significant positive relationship with purchase intention. However, creativity is neither related nor mediated with trust but has a positive direct relationship with purchase intention. This research contributes to live-streaming e-commerce literature to provide further understanding of the impacts of different streamer attributes on trust and purchase intention. It also provides significant implications for marketers to review current live e-commerce strategies and adopt improved strategies for selecting and cooperating with streamers.

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Vorheriges Kapitel An Exploratory Study of Audiobook Discount Pricing
Nächstes Kapitel Advertising Value of Podcast Advertising
Fußnoten
1
The authors would like to acknowledge the research fund provided by Proactive Think Tank Limited and the support from the Enterprise and Social Development Research Centre (BA/RS/2020/003).
 
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Metadaten
Titel
Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce
verfasst von
Monica Law
Mark Ng
Lubanski Lam
Xiling Cui
Copyright-Jahr
2023
Buch
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-031-31835-1

Electronic ISBN: 978-3-031-31836-8

Copyright-Jahr: 2023

DOI
https://doi.org/10.1007/978-3-031-31836-8_7