How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory

Zhijie Song, Chang Liu () and Rui Shi
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Zhijie Song: School of Economics and Management, Yanshan University, Qinhuangdao 066104, China
Chang Liu: School of Economics and Management, Yanshan University, Qinhuangdao 066104, China
Rui Shi: School of Economics and Management, Yanshan University, Qinhuangdao 066104, China

Sustainability, 2022, vol. 14, issue 21, 1-16

Abstract: During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but has been scarcely examined in academic research. The major purpose of the current study is to examine how fresh live broadcast features (visibility, interactivity, and authenticity) impact consumers’ willingness to buy through consumers’ perceived value and perceived trust based on the stimulus–organism-response theory. A total of 307 Chinese webcast users participated in this study. The data were collected through an online questionnaire survey and analyzed by SPSS and Amos software. The findings discovered that the fresh live broadcast features positively impact consumers’ perceived utility value and trust, and the visibility and interactivity enhance the perceived hedonistic value of consumers. Moreover, perceived value and perceived trust mediate between fresh live broadcast features and consumers’ willingness to buy. This study emphasizes the important role of fresh live features and provides insight for fresh sellers to increase consumer willingness to buy based on the perspective of consumers’ perceived value and trust.

Keywords: fresh live streaming; perceived value; trust; consumer purchase intention; stimulus–organism response (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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