Your browser doesn't support javascript.
Effect and Mechanisms of State Boredom on Consumers' Livestreaming Addiction.
Zhang, Nan; Li, Jian.
  • Zhang N; School of Economics and Management, Beijing Jiaotong University, Beijing, China.
  • Li J; School of Management, Minzu University of China, Beijing, China.
Front Psychol ; 13: 826121, 2022.
Article in English | MEDLINE | ID: covidwho-1809579
ABSTRACT
With the rapid development of livestreaming marketing in China, consumers spend an increasing amount of time watching and purchasing on the platform, which shows a trend of livestreaming addiction. In the early stage of the COVID-19 pandemic, the addiction exacerbated by a surge of boredom caused by home quarantine. Based on the observation of this phenomenon, this research focused on whether state boredom could facilitate consumers' livestreaming addiction and explored the associated mechanisms of this relationship. Based on three studies, this research found that state boredom had a positive effect on consumers' livestreaming addiction, and this relationship worked through the mediating effect of consumers' sensation seeking. We further verified a moderated mediation effect of consumers' life meaning perception, where the indirect effect of state boredom on consumers' livestreaming addiction via consumers' sensation seeking existed for high and low levels of life meaning perception, but in opposite directions. The conclusions provided theoretical and practical implications of livestreaming marketing and healthy leisure consumption.
Keywords

Full text: Available Collection: International databases Database: MEDLINE Type of study: Experimental Studies / Observational study / Prognostic study Language: English Journal: Front Psychol Year: 2022 Document Type: Article Affiliation country: Fpsyg.2022.826121

Similar

MEDLINE

...
LILACS

LIS


Full text: Available Collection: International databases Database: MEDLINE Type of study: Experimental Studies / Observational study / Prognostic study Language: English Journal: Front Psychol Year: 2022 Document Type: Article Affiliation country: Fpsyg.2022.826121