What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective

Shiyong Zheng, Jiada Chen, Junyun Liao and Hsin-Li Hu

Journal of Retailing and Consumer Services, 2023, vol. 72, issue C

Abstract: Live streaming has offered new opportunities for retailers to increase their sales, hence its reception of continuous scholarly attention. However, understanding the antecedents of viewer watching and purchasing behaviors in live streaming remains largely insufficient. This study thus constructs a framework from a stream-streamer-viewer perspective to provide a deeper understanding of viewer watching and purchasing behaviors. Using flow theory, both stream dimension (social presence and interactivity) and streamer dimension (streamer attractiveness and streamer expertise) as proposed as antecedents of flow, which motivates viewer behavior. Moreover, the optimal stimulation level of viewers (i.e., viewer dimension) was found as a moderator which alters the way stream and streamer dimensions affect flow experience and downstream behaviors. Structural equation modeling was applied on 367 survey questionnaires to test our framework. Results indicate that both social presence and interactivity enhance flow. Furthermore, flow has a significant influence on continuous watching and purchase intention. Meanwhile, optimal stimulation level negatively moderates social presence on flow, but positively moderates interactivity on it.

Keywords: Live streaming; Flow theory; Social presence; Interactivity; Optimal stimulation level (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698922003332

DOI: 10.1016/j.jretconser.2022.103240

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