Do Real-Time Reviews Matter? Examining how Bullet Screen Influences Consumers’ Purchase Intention in Live Streaming Commerce

Qingfeng Zeng (), Qian Guo (), Wei Zhuang (), Yu Zhang () and Weiguo Fan ()
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Qingfeng Zeng: Shanghai University of Finance and Economics
Qian Guo: Henan University
Wei Zhuang: Shanghai University of Finance and Economics
Yu Zhang: Shanghai University of Finance and Economics
Weiguo Fan: Tippie College of Business, University of Iowa

Information Systems Frontiers, 2023, vol. 25, issue 5, No 20, 2067 pages

Abstract: Abstract Bullet screen as a type of real-time reviews published by viewers is an important unique feature in live streaming commerce. However, it is unclear whether and how bullet screen affects consumers’ purchase intention. Drawing upon elaboration likelihood model, this study developed a conceptual model integrating two variables for central cues and three variables for peripheral cues to explain consumers’ purchase intention. Using a big dataset of 668,591 records from the Taobao Live, the largest live streaming commerce platform in China, our empirical study finds that bullet screen has a vital role in influencing consumers’ purchase intention. Interestingly, bullet screen sentiment has a curvilinear relationship with purchase intention, and source credibility has a negative effect on purchase intention. In addition, product type moderates the impact of bullet screen on purchase intention, and the results indicate that peripheral cues have a stronger influence on purchase intention of experience products than search products. Our study contributes to customer review literature by exploring the influence of real-time reviews on consumer behaviors in live streaming commerce. It also offers a useful practical framework for platform providers and sellers.

Keywords: Live Streaming Commerce; Bullet Screen; Real-Time Reviews; Purchase Intention; Sentiment Analysis; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10796-022-10356-4

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