Social media influencer streamers and live-streaming shopping: examining consumer behavioral intention through the lens of the theory of planned behavior

Junyu Long (), Norzaidahwati Zaidin () and Xiaojun Mai ()
Additional contact information
Junyu Long: Universiti Teknologi Malaysia
Norzaidahwati Zaidin: Universiti Teknologi Malaysia
Xiaojun Mai: Universiti Teknologi Malaysia

Future Business Journal, 2024, vol. 10, issue 1, 1-17

Abstract: Abstract The rapid development of live streaming has given rise to live-streaming shopping, a novel channel of online shopping that has gained considerable market value. While previous studies have explored various factors influencing consumers' intentions to engage in live-streaming shopping, most have focused on factors influencing behavioral intention after consumers have already chosen live-streaming as their online shopping channel. Few studies have focused on the beginning of the entire shopping journey—the intention of consumers to choose live-streaming shopping. To fill this research gap, this study extends the theory of planned behavior by introducing social media influencer streamers as an exogenous variable. We investigated how attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers collectively influence the consumer’s intention for live-streaming shopping. To achieve those research objectives, the study distributed an online questionnaire across four specific regions in the Chinese market. By using stratified sampling and purposive sampling methods, we garnered 385 valid responses from those four regions. The study employed partial least squares structural equation modelling and SmartPLS 4.0 for data analysis. Consequently, the results show that both attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers have a significant on consumers’ intention for live-streaming shopping. Moreover, social media influencer streamers exhibit significant influences on consumers’ attitudes toward live-streaming shopping, subjective norms, and perceived behavioral control.

Keywords: Social media influencer streamers; Live streaming; Live-streaming shopping; Intention; Theory of planned behavior (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1186/s43093-024-00370-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:futbus:v:10:y:2024:i:1:d:10.1186_s43093-024-00370-0

Ordering information: This journal article can be ordered from
https://fbj.springeropen.com/

DOI: 10.1186/s43093-024-00370-0

Access Statistics for this article

Future Business Journal is currently edited by Soad Kamel Rizk and Hayam Wahba

More articles in Future Business Journal from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().