How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China

Linye Ma, Shuqing Gao and Xiaoyan Zhang
Additional contact information
Linye Ma: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
Shuqing Gao: Department of Digital Communication, Soochow University, Suzhou 215123, China
Xiaoyan Zhang: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China

Sustainability, 2022, vol. 14, issue 2, 1-20

Abstract: As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainment, and professionalization, this provides a basis for selecting the two dependent variables in live-streaming commerce. This study extends existing theoretical research on live-streaming commerce and provides some managerial implications for platforms, stores, and streamers.

Keywords: live-streaming commerce; interactivity; visualization; entertainment; professionalization; psychological mechanism; engagement; purchase intentions (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 (12)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/2/1045/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/2/1045/ (text/html)

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:gam:jsusta:v:14:y:2022:i:2:p:1045-:d:726931

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().