Diyuan Xu
ABSTRACT
Live streaming e-commerce has exploded recently. While the live streaming traffic is dominated by the top live streamers, merchants and ordinary live streamers attempt to establish self-operating live streaming, but the number of fans and sales performance are far approaching of the top live streamers. By using the experimental approach, it is found that a significant difference in the purchase intention in three different live streaming scenarios: top live streaming, merchants’ self-operating live streaming, and ordinary live streaming. As well as a significant difference in the evaluation from three dimensions: live streamer, product, and live streaming room. More precise analysis results demonstrate that top live streamers are much higher than other streamers in all dimensions after pairwise comparison investigation. Based on the results of the experimental analysis and with reference to consumers' evaluation of the top live streamers, this study provides executable improvement suggestions for merchants’ self-operating live streaming and ordinary live streaming.
- Southern Metropolis Daily: Double 11 first war: VIA sales over 8 billion, Li Jiaqi broke 10 billion, the top five are all national products. Retrieved October 21, 2021 from https://3g.k.sohu.com/t/n562396351Google Scholar
- BRATMAN M. Intention, plans, and practical reason [M]. Cambridge, MA: Harvard university press, 1987.Google Scholar
- Wu Jen-Her, Wang Yu-Min. Measuring KMS success: A respecification of the DeLone and McLean's model[J]. Information & management, 2006, 43(6): 728-739Google Scholar
- CHIANG K P, DHOLAKIA R R. Factors driving consumer intention to shop online: an empirical investigation [J]. Journal of consumer psychology, 2003, 13(1-2): 177-183Google Scholar
- AJZEN I, FISHBEIN M. Understanding attitudes and predicting social behavior [M]. Englewood Cliffs, NJ: Prentice Hall, 1980: 20-78Google Scholar
- [6] KIM A J Y, KO E J. The impact of design characteristics on brand attitude and purchase intention-focus on luxury fashion brands[J]. Journal of the Korean society of clothing and textiles, 2010, 34(2): 252-265Google Scholar
- [7] Sohu.com: 2020 Taobao Live Data Insights - The Matthew's effect is Significant, The Waist Conversion Problem. Retrieved June 29, 2022 from https://www.sohu.com/a/409414906_100167230Google Scholar
- [8] Wang Baoyi. The essence, logic and trend outlook of direct broadcasting e-commerce[J]. China Circulation Economy,2021,35(04):48-57.Google Scholar
- [9] Wang Zhijin. Pharmacy live, reconstructing people, products and fields[J]. China Pharmacy,2021(02):54-55.Google Scholar
- [10] Duan Chunlin. "Live broadcast + e-commerce" reconstructs the people, products and field [J]. China Advertising, 2020(Z2):146-148.Google Scholar
- [11] Wei Jianfeng , Li Mengna ,and Liu Baoping ." The effect of live streamer characteristics on consumers' impulse purchase intention in e-commerce live streaming." China Circulation Economy 36.04(2022):32-42.Google Scholar
- [12] Yin Yuan,and Wang Yulong." The impact of e-commerce live streaming on users' purchase intention - based on live streamer traits and social presence perspective." Journal of Hubei Institute of Science and Technology 42.01(2022):26-33.Google Scholar
- [13] Zeng, Lihong,and Huang, Die." What dominates the willingness to shop online live - A study on the factors influencing the purchase willingness of live shopping audience in the perspective of persuasion theory." News and Writing .07(2021):50-57.Google Scholar
- [14] Mu Yun, "The impact of live streaming of women's clothing brands on consumers' purchase intention." Journal of Beijing Institute of Fashion (Natural Science Edition) 42.01(2022):55-64.Google Scholar
- [15] Sun K, Liu Luchuan,and Liu Chenglin." Emotional perspective on live streaming e-commerce consumers' impulsive purchase intention." China Circulation Economy 36.01(2022):33-42.Google Scholar
- [16] Ye Jing, and Hu Cui-Lan." The effect of live limited-time promotions and live streamer trust on apparel consumers' purchasing behavior." Silk 58.04(2021):57-67.Google Scholar
- [17] Xu He, Qu Hongjian,and Cai Jianzhong." Factors influencing the impulsive purchase intention of apparel consumers in a webcasting context." Journal of Donghua University (Natural Science Edition) 47.05(2021):111-120.Google Scholar
- [18] Liu L. Y.,and Huang L. Junjiang." A study on factors influencing consumers' willingness to purchase agricultural products from live streaming e-commerce - an analysis based on technology acceptance model." Southern Rural 38.01(2022):21-27.Google Scholar
- [19] Ji Man,and Zhuo Xiangzhi." Factors influencing consumers' purchase intention in e-commerce webcasting environment based on SOR model." Journal of Huabei Normal University (Philosophy and Social Science Edition) 41.04(2020):49-57.Google Scholar
- [20] Tian Xinxin,Tian Jingjing. Research on factors influencing consumers' purchase intention in e-commerce live streaming–Tao Bao live streaming as an example[J]. Technology and Innovation,2020(20):4-8.Google Scholar
Recommendations
Exploring the Factors Driving Live Streaming Shopping Intention: A Perspective of Parasocial Interaction
ICMECG '20: Proceedings of the 7th International Conference on Management of e-Commerce and e-GovernmentRecently, live streaming has been becoming a new service provided by social commerce platforms, enabling small sellers to sell products online. Compared with traditional electronic commerce, the immediately interpersonal interaction is a vital feature ...
How Streamers Influence Viewers Purchase Intention in Live Streaming Shopping
EBEE '22: Proceedings of the 2022 4th International Conference on E-Business and E-Commerce EngineeringThis paper investigates the factors influencing purchase intention on live streaming shopping platforms from a streamers' perspective based on the SOR framework. This study uses a non-probability convenience sampling method by using an online survey ...
Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective
AbstractThe fusion of live streaming and e-commerce is booming. However, it remains unclear how live streaming affects consumers’ purchase intention (PI) in online markets of clothes and cosmetics. On the basis of signaling theory and ...
Comments