Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study

Shing H. Doong ()
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Shing H. Doong: ShuTe University

Journal of Marketing Analytics, 2022, vol. 10, issue 4, No 4, 329-340

Abstract: Abstract Live commerce is a burgeoning e-commerce application in recent years since Facebook live was inaugurated in the late 2015. Besides social commerce characteristics, live commerce uses interactive live videos to attract customers’ attention and increase their purchase intention. This study compares the effect of interactivity and reputation on purchase intention in a live commerce setting. Mediating variables trust and perceived value are considered in the paths from interactivity and reputation to purchase intention. An empirical study was conducted to collect 236 valid responses from respondents of various demographic backgrounds. It is found that a serial mediation model fits the data better than a parallel mediation model. Furthermore, interactivity caused an inconsistent mediation (suppressor) process with an insignificant total effect on purchase intention, and reputation caused a consistent mediation process and a significant total effect on purchase intention. For the reputation factor, indirect path through trust had the largest effect size, while indirect path through perceived value had the largest effect size for the interactivity factor.

Keywords: Live commerce; Interactivity; Reputation; Purchase intention; Mediation process (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41270-021-00139-2

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