The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 5 October 2021
Issue publication date: 6 June 2022
Abstract
Purpose
Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.
Design/methodology/approach
In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.
Findings
The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.
Originality/value
In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.
Keywords
Acknowledgements
This paper was supported by:
The Project of National Social Science Fund “An Empirical Study on Optimizing Quality Signal Supply Mechanism to Improve Product Quality in China” (Grant No: 18CJL023).
The Ministry of Education of Humanities and Social Science Project “Research on User Experience Optimization for Public Digital Cultural Service Quality Improvement” (Grant No: 21YJC870021).
Citation
Yu, F. and Zheng, R. (2022), "The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 6, pp. 1303-1323. https://doi.org/10.1108/APJML-08-2021-0564
Publisher
:Emerald Publishing Limited
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