The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China

Chuling Song and Yu-li Liu

23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world from International Telecommunications Society (ITS)

Abstract: Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer's purchase intention. Based on the Stimulus-Organism-Response (SOR) model, this study explores the effects of environmental stimuli on the consumer's perceived risk and purchase intention within a live-streaming shopping context. Through a sample of 341 valid users, we found that 1) perceived risk has a negative effect on the consumer's purchase intention; 2) the streamer's credibility partially mediates the relationship between perceived risk and purchase intention; and 3) the interactivity is positively associated with purchase intention. These results provide possible insights into how environmental stimuli in the context of live-streaming shopping affect the consumer's perceived risk and purchase intention.

Keywords: live streaming; perceived risk; purchase intention; credibility; media richness (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-cna, nep-env, nep-isf and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:itsb21:238054

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