Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector.

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.

Is online shopping addiction still a depressive illness? -- the induced consumption and traffic trap in live E-commerce.

While immersive shopping has injected new vitality into China's e-commerce, it has also resulted in consumers' over-reliance on online shopping. Psychological studies have linked online shopping addiction with depression, but business practices challenge this conclusion. This study, grounded in addiction theory, developed a theoretical model, and conducted an online survey with 214 live-streaming shoppers using structural equation modeling for validation. The primary focus was on determining whether consumers truly become addicted to online shopping in the four stages of the addiction model. The study unveils the process of consumers becoming addicted to online shopping. It explores the moderating role of perceived risk in the relationship between utilitarian and hedonic purchases and online shopping addiction. The findings suggest that through tactics such as traffic promotion, traffic trapping, anchor feature utilization, and incorporation of consumer aesthetics, merchants may induce utilitarian and hedonic purchases, leading to addiction to live-streaming shopping among consumers. Furthermore, perceived risk significantly and negatively moderates the relationship between utilitarian purchases and online shopping addiction. Our research indicates that merchants intentionally create external stimuli, enticing consumers to indulge in online shopping, suggesting that online shopping addiction is not merely a simple psychological state but may be influenced by external factors. This study provides novel insights into the phenomenon of online shopping addiction while offering valuable recommendations for consumers seeking to avoid succumbing to its allure.

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis.

With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influence consumers' purchase intentions within the framework of e-commerce live streaming. It further explores the mediating influence of consumer satisfaction in this association, utilizing the ABC attitude theory. The research design encompasses dimensions related to creative products of intangible cultural heritage, e-customer satisfaction, and purchase intention. Confirmatory factor analysis and Structural Equation Modeling (SEM) are utilized to examine the research hypotheses. The study reveals that perceived product quality, perceived interactivity, and professionalism among streamer factors, as well as perceived entertainment among scene factors, positively influence consumer satisfaction. Additionally, intangible cultural heritage has a positive effect on consumers' purchase intention toward creative products of intangible cultural heritage. Furthermore, consumer satisfaction serves as a mediating factor in the relationship between perceived product quality, perceived professionalism and interactivity, perceived entertainment, and consumers' purchase intention. This study is limited to creative products of intangible cultural heritage and involved a relatively small sample size. Moreover, certain perceptual dimensions of e-commerce live streaming were excluded from the analysis. Originality/value - This study contributes to the existing literature on the ABC theory by developing a model that examines consumer satisfaction and purchase intention. The model employed in this study integrates perceptual dimensions pertaining to creative products of intangible cultural heritage within the framework of e-commerce live streaming, utilizing the ABC theory. Additionally, this research contributes to addressing a gap in the existing literature by specifically focusing on the category of creative products of intangible cultural heritage within the broader discourse on dimensions in e-commerce live streaming. Thus, this study presents numerous diverse perspectives that can serve as a basis for further research into the integration of e-commerce live streaming and cultural and creative products associated with intangible cultural heritage.

Effects of Background Fitting of e-Commerce Live Streaming on Consumers' Purchase Intentions: A Cognitive-Affective Perspective.

Purpose: The purpose of this paper is to explore the effects of the background fitting of e-commerce live streaming on consumers' purchase intentions and the relevant internal psychological mechanism from the cognitive-affective perspective. Methods: In this study, a theoretical framework model of SOR comprising six variables is established. SPSS and SmartPLS are used to test the model and analyze data collected from a comprehensive questionnaire survey of 424 Chinese online consumers. Results: Results demonstrate that the impact of background fitting in e-commerce live streaming on consumers' purchase intentions can be divided into three stages. In the first stage, background fitting (comprised of both product-background fit and anchor-background fit) positively affect consumer cognitive process (perceived trust and perceived value). Perceived trust is mainly affected by anchor-background fit, while perceived value is mainly affected by product-background fit. In the second stage, consumers' cognitive process subsequently affects their affective process (perceived pleasure). Perceived value also has a greater positive effect on consumers' perceived pleasure than perceived trust, although perceived trust is a prerequisite for improving perceived value. In the third stage, the affective process further promotes consumers' purchase intentions. Conclusion: Combining both SOR theory and cognitive-affective perspective, this study reveals that the internal influence mechanism of background fitting in e-commerce live streaming on consumers' purchase intentions is divided into three stages. Theoretically, this study not only expands the application of SOR theory in the research field of e-commerce live streaming from the perspective of external background stimulation, but also importantly contributes to the application of cognitive-emotional perspective in e-commerce live streaming. Practically, the study suggests optimizing background fitting as an effective way to improve consumer purchase intention in e-commerce live streaming, and it is better to optimize background fitting from the perspective of improving perceived trust, perceived value, and perceived pleasure.

Investigating switching intention of e-commerce live streaming users.

As a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented growth and popularity in the past years, especially in China. Because of the considerable rivalry in the ELS market, users frequently switch between ELS platforms. However, the switching intention of ELS users is yet to be explored for gaining new knowledge and practical insights. This study aims to improve the understanding of ELS users' switching intentions by developing an extended Push-Pull-Mooring (PPM) model. Using structural equation modeling, the study model was examined based on 443 valid responses from an online survey questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of the study hypotheses were supported. According to the results, push effects (dissatisfaction, privacy concern, and negativity perceived value), pull effects (attractiveness of alternatives, perceived usefulness, perceived ease of use, and knowledge-based trust), and mooring effects (switching cost, social influence, and inertia) significantly influence ELS users' switching intentions. Furthermore, we found that mooring effects had a moderating role on the link between push effects and ELS user switching intention. However, the link between pull effects and ELS user switching intention was not found. The findings should aid ELS providers in deciphering ELS users' intentions in switching to other platforms and developing relevant theories, services, and regulations. The present study expands on previous research by introducing the PPM as a general model and demonstrating its effectiveness in explaining user switching intentions.

Research on the Impact of Marketing Strategy on Consumers' Impulsive Purchase Behavior in Livestreaming E-commerce.

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the "People-Product-Place" marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that "People-Product-Place" marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.