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1 – 10 of over 6000Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen and Kai Chao Zhang
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests…
Abstract
Purpose
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.
Design/methodology/approach
A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.
Findings
The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.
Originality/value
This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.
Highlights
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
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Xiang Chen, Shuojia Guo and Shuhua Han
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…
Abstract
Purpose
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.
Design/methodology/approach
Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.
Findings
The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.
Originality/value
This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.
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Bing Lei, Saihua Shi and Wei Liu
The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase…
Abstract
Purpose
The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.
Design/methodology/approach
The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.
Findings
The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.
Originality/value
The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.
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Xixian Peng, Jiaqi Ren and Yutong Guo
E-commerce live streaming (ELS) has become a new and important shopping channel. Although previous studies have provided insightful findings on how to engage consumers in ELS…
Abstract
Purpose
E-commerce live streaming (ELS) has become a new and important shopping channel. Although previous studies have provided insightful findings on how to engage consumers in ELS, limited effort has been made to explore the role of factors of live streaming rooms. Based on the literature on space perception and the retail environment, this study aims to develop a theoretical model to examine how perceived distance and perceived depth affect consumers' affective and cognitive perceptions and then further impact product attitude in ELS.
Design/methodology/approach
This study collected 414 valid survey responses to test the proposed research model. Survey data were analyzed using partial least squares (PLS)-structural equation modeling. The PLS Multi-Group analysis (PLS-MGA) was used to test the consistency of the research model across different product types and watching durations.
Findings
The results suggest that environmental factors of a live streaming room (i.e. perceived distance and perceived depth) can impact consumers' attitudes toward the product in the live streaming via both cognitive and affective routes. These effects keep consistent across different product types and watching durations.
Originality/value
The paper focuses on the environmental perspective, which is unexplored in previous literature on ELS. It highlights the importance of the space design of live streaming rooms.
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Yanping Zhang, Xiaodong Li and Juho Hamari
This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of…
Abstract
Purpose
This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.
Design/methodology/approach
Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.
Findings
Consumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.
Research limitations/implications
The findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.
Originality/value
This paper fills the research gap on the role of mobility in social media advertising.
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Yingyu Zhong, Yingying Zhang, Meng Luo, Jiayue Wei, Shiyang Liao, Kim-Lim Tan and Steffi Sze-Nee Yap
Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price…
Abstract
Purpose
Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships.
Design/methodology/approach
This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict.
Findings
Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention).
Originality/value
This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.
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Keywords
The pandemic sped up the expansion of e-commerce worldwide. However, growth rates are now reverting from 26% in 2020 and 19% in 2021 towards rates closer to 10%. Shoppers still…
Details
DOI: 10.1108/OXAN-DB268281
ISSN: 2633-304X
Keywords
Geographic
Topical
Lifu Li and Kyeong Kang
Although most Chinese ethnic minority groups (EMGs) hold conservative thinking to online-startups, the new entrepreneurial model is booming on live streaming platforms. In China’s…
Abstract
Purpose
Although most Chinese ethnic minority groups (EMGs) hold conservative thinking to online-startups, the new entrepreneurial model is booming on live streaming platforms. In China’s tight cultural ecosystem, the tight cultural control would lead EMG entrepreneurs to keep conservative thinking and avoid challenging careers. Still, it would be helpful for Chinese Governments to issue systematical entrepreneurial policies and improve online-startup environment for EMGs. To discover the relationships among influencing factors and EMGs’ online-startup motivation, this paper aims to draw on the tight and loose cultural theory and the capability-opportunity-motivation-behaviour (COM-B) behaviour changing theory and establishes the research model based on China’s tight cultural ecosystem.
Design/methodology/approach
Through analysing 617 questionnaires from 37 EMGs based on the partial least squares path modelling and variance-based structural equation modelling method, the study proves that environmental opportunity factors and personal capability factors have positive impacts on EMGs’ online-startup motivation and EMGs’ conservative thinking negatively moderates the relationship between their online-startup motivation and entrepreneurial development behaviour. In addition to testing the hypotheses, the paper also measures the importance-performance map analysis to explore additional findings of influencing factors and provide suitable suggestions for EMG entrepreneurs and related departments.
Findings
Regarding the environmental opportunity unit, both policy support and platform support significantly impact Chinese EMGs’ motivation to promote online-startups. For the personal capability unit, a platform using skills positively influences Chinese EMGs to develop online-startups. Meanwhile, EMG cultural knowledge is also necessary for EMG entrepreneurs because abundant cultural resources can be applied to live content and attract online consumers’ watching interests. Furthermore, influenced by the tight cultural control, Chinese EMGs tend to hold conservative thinking to new careers and it negatively moderates the relationship between Chinese EMGs’ online-startup motivation and their final entrepreneurial behaviours. Finally, Chinese EMGs’ online-startup motivation positively affects them to develop online-startups on live streaming platforms.
Originality/value
This study uses the tight and loose cultural theory to analyse the Chinese entrepreneurial environment and discover influencing factors based on the tight cultural ecosystem. Meanwhile, based on the COM-B behaviour changing theory, this paper divides influencing factors into three different units, including the environmental opportunity unit, the personal capability unit and the Tight cultural control unit. Considering the inter-relationships among these units, the research model is established based on the tight cultural ecosystem to discover Chinese EMGs’ online-startup motivation.
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Eunsin Joo and Jing Yang
This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the…
Abstract
Purpose
This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions.
Design/methodology/approach
A scenario-based online survey was conducted among American consumers via Prolific.co, an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent).
Findings
The results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce.
Originality/value
This study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.
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Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang and Zhi Chen
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and…
Abstract
Purpose
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.
Design/methodology/approach
Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.
Findings
Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.
Research limitations/implications
The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.
Practical implications
The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.
Originality/value
This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.
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