Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 February 2024
Issue publication date: 30 July 2024
Abstract
Purpose
As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment.
Design/methodology/approach
We distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM).
Findings
The results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers’ attitudes, whilst consumers’ past shopping experiences negatively influenced consumers’ attitudes. The personal charm of the content anchors did not have a significant effect on consumers’ attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully.
Originality/value
This study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper’s conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively.
Keywords
Acknowledgements
This research was funded by the National Social Science Foundation of China, (No: 22BGJ037); the Fundamental Research Funds for the Provincial Universities of Zhejiang (No: GB202301004); the Zhejiang Provincial Federation of Social Sciences (No: 2023N009); the Humanities and Social Sciences Research Project of Zhejiang Provincial Department of Education (No: Y202248811); the Graduate Teaching Reform Fund of Zhejiang University of Technology (No: 2023207) and the Zhejiang Province University Students Science and Technology Innovation Activity Program (No: 2023R403086).
Citation
Cao, C., Chu, C., Ding, X. and Shi, Y. (2024), "Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 8, pp. 1871-1897. https://doi.org/10.1108/APJML-08-2023-0740
Publisher
:Emerald Publishing Limited
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