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1 – 10 of over 5000
Article
Publication date: 29 December 2022

Mian 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…

5411

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

  1. I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.

  2. Consumers’ attitude towards influencer ads affects their urge to buy impulsively.

  3. Influencer credibility affects consumer attitude via celebrity effect as a mediator.

  4. Trust affects consumer attitude via perceived usefulness as a mediator.

  5. 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.

Article
Publication date: 9 November 2023

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.

Details

Industrial Management & Data Systems, vol. 124 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 7 October 2020

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…

2737

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.

Details

Industrial Management & Data Systems, vol. 120 no. 11
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 17 January 2022

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…

3508

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.

Details

Young Consumers, vol. 23 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 17 November 2021

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…

289

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.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 15 no. 2
Type: Research Article
ISSN: 2053-4604

Keywords

Article
Publication date: 9 February 2023

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…

2273

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.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 5
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 8 August 2022

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…

3125

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.

Details

European Journal of Marketing, vol. 56 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 19 December 2017

Patricia R. Todd and Joanna Melancon

The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of…

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Abstract

Purpose

The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer.

Design/methodology/approach

Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used.

Findings

There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters.

Research limitations/implications

The context investigated was a single live-streaming provider.

Practical implications

The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters.

Originality/value

This research is among the first to explore source effects and motivation in the live video context.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 22 July 2022

Jin Xue and Matthew Tingchi Liu

Live streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic…

2578

Abstract

Purpose

Live streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic and academic exploration of the practice. Therefore, the aim of this study was to investigate the LSS ecosystem and its development through a literature review and an industry analysis. Moreover, by pinpointing the pitfalls in current practices, this paper presents the practical implications of LSS and provides recommendations and directions for future academic exploration.

Design/methodology/approach

The aim of the present study was to investigate the developing trajectory, exclusive elements (such as multi-channel networks (MCNs) and live streamers) and other critical components of the LSS ecosystem using a mixed-methods approach that comprises content analysis of newspaper articles and press releases, literature view and industry analysis.

Findings

The results of the analyses indicate the presence of several nonfungible modular components in the LSS ecosystem, including upstream suppliers, MCNs, live streamers and platforms. It was also found that inequalities and hierarchies are inherent to the LSS ecosystem as it currently exists: low-end participants in the LSS industry and small- and medium-sized enterprise owners, who constitute the majority of LSS practitioners, cannot reach the break-even point via LSS hosted by top-level live streamers or others (low-level live streamers, employees, etc.).

Originality/value

This article discusses the LSS ecosystem based on the nature of the nonfungible modules within it. In addition, it discusses the modules (roles) and relationships among them based on the theory of ecosystem developed by previous studies. Furthermore, drawing from an analysis of the pitfalls in the LSS ecosystem, this article highlights strategies for two critical e-commerce processes: 1) choosing which type of LSS to apply based on the factors of brands, products and consumers and 2) integrating LSS to optimize post-sale service and appeal to the sustainability of development.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 9 July 2019

Fangfang Hou, Zhengzhi Guan, Boying Li and Alain Yee Loong Chong

The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.

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Abstract

Purpose

The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.

Design/methodology/approach

This research conducted a mixed-methods study. The semi-structured interview was deployed to develop a research model and a live streaming typology. A survey was then used for quantitative assessment of the research model. Survey data were analyzed using partial least squares-structural equation modeling.

Findings

The results suggest that sex and humor appeals, social status display and interactivity play considerable roles in the viewer’s behavioral intentions in live streaming and their effects vary across different live streaming types.

Research limitations/implications

This research is conducted in the Chinese context. Future research can test the research model in other cultural contexts. This study can also be extended by incorporating the roles of viewer gender and price sensitivity in the future.

Practical implications

This study provides managerial insights into how live streaming platforms and streamers can improve their popularity and profitability.

Originality/value

The paper introduces a novel form of social media and a new business model. It illustrates what will affect people’s behavioral intentions in such a new context.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

1 – 10 of over 5000