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The future of e-commerce? Understanding livestreaming commerce continuance usage

Han Xi Chong (Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang, Malaysia)
Ahmad Hariza Hashim (Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang, Malaysia)
Syuhaily Osman (Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang, Malaysia)
Jasmine Leby Lau (Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang, Malaysia)
Eugene Cheng-Xi Aw (UCSI Graduate Business School, UCSI University Kuala Lumpur Campus, Kuala Lumpur, Malaysia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 16 August 2022

Issue publication date: 2 January 2023

820

Abstract

Purpose

The purpose of this paper is to identify the continuance usage of livestreaming commerce. The proposed antecedents of livestreaming commerce continuance usage are social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, and perceived value, whilst trust in broadcasters is treated as the moderating factor.

Design/methodology/approach

A survey was conducted using a questionnaire designed specifically for this purpose, which was completed by 388 Malaysian consumers aged 26–40 years who have prior experience with livestreaming commerce. The authors tested the framework using the partial least squares structural equation modelling (PLS-SEM) technique and complementary by performing artificial neural network (ANN) analysis.

Findings

The results indicate several significant relationships, whereby social presence, perceived crowdedness, susceptibility to informational influence, and trust in broadcasters significantly influence perceived value, whereas perceived value significantly influences continuance intention. In addition, trust in broadcasters moderates the relationship between perceived value and continuance intention.

Originality/value

The current study adds significantly to the body of knowledge about livestreaming by examining the direct determinants of perceived value and thus delineating how perceived value influences continuance intention. The findings yielded also illustrate the role of trust in broadcaster as the moderator of the link between perceived value and continuance intention.

Keywords

Citation

Chong, H.X., Hashim, A.H., Osman, S., Lau, J.L. and Aw, E.C.-X. (2023), "The future of e-commerce? Understanding livestreaming commerce continuance usage", International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 1-20. https://doi.org/10.1108/IJRDM-01-2022-0007

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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