The Future of e-Commerce: Live Stream Shopping and Purchase Intention Post-COVID-19
DOI:
https://doi.org/10.7903/ijecs.2129Keywords:
Live Stream Shopping, Situational Involvement, Consumer Immersion, Purchase Intention, IT AffordanceAbstract
From the perspectives of IT Affordances, this paper attempts to explore the influence of the characteristics of live streaming on purchase intention, and to consider the elements required for live streaming service and customers’ perceptions thereof in post-COVID-19. Through empirical research, this study establishes a framework emphasizing the major factors promoting customer immersion and the moderating effect of situational involvement that contributes to customer purchase intention in a live stream commerce context. The research model was tested using structural equation model analysis. Based on 428 valid responses, we identify that the quality of live streaming has a direct significant effect on customers’ purchase intention. Specifically, relationship between platform stability, customer relationship, anchors’ professional knowledge, and purchase intention is significant positive from the Affordance perspectives. The results emphasize the importance of platform stability which allows real-time communication, in-depth interaction, and real scenes for the benefits of sellers using such internet platforms.
References
Sina Finance, "Live report of Taobao in 2021," 2021.
G. Parchoma, "The contested ontology of affordances: Implications for researching technological affordances for collaborative knowledge production," Computers in human behavior, vol. 37, pp. 360-368, 2014.
J. J. Gibson, The ecological approach to visual perception, New York ; London: Psychology Press, 2015.
D. A. Norman, Theœ psychology of everyday things, New York: Basic Books, 1988.
Z. Deng, P. Benckendorff and J. Wang, "Travel live streaming: an affordance perspective," Information technology & tourism, vol. 23, no. 2, pp. 189-207, 2021.
M. Bower and D. Sturman, "What are the educational affordances of wearable technologies?," Computers and education, vol. 88, pp. 343-353, 2015.
P. M. Leonardi, M. Huysman and C. Steinfield, "Enterprise Social Media: Definition, History, and Prospects for the Study of Social Technologies in Organizations," Journal of computer-mediated communication, vol. 19, no. 1, pp. 1-19, 2013.
G. Piccoli, "Triggered essential reviewing: the effect of technology affordances on service experience evaluations," European journal of information systems, vol. 25, no. 6, pp. 477-492, 2016.
Y. A. Argyris and K. Monu, "Corporate Use of Social Media: Technology Affordance and External Stakeholder Relations," Journal of organizational computing and electronic commerce, vol. 25, no. 2, pp. 140-168, 2015.
Y. Sun, X. Shao, X. Li, Y. Guo and K. Nie, "How live streaming influences purchase intentions in social commerce: An IT affordance perspective," Electronic commerce research and applications, vol. 37, p. 100886, 2019.
J. Lin, Z. Luo, X. Cheng and L. Li, "Understanding the interplay of social commerce affordances and swift guanxi: An empirical study," Information & management, vol. 56, no. 2, pp. 213-224, 2019.
X. Dong and T. Wang, "Social tie formation in Chinese online social commerce: The role of IT affordances," International journal of information management, vol. 42, pp. 49-64, 2018.
J. W. Treem and P. M. Leonardi, "Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability, Persistence, and Association," Annals of the International Communication Association, vol. 36, no. 1, pp. 143-189, 2013.
P. M. Leonardi, "When Flexible Routines Meet Flexible Technologies: Affordance, Constraint, and the Imbrication of Human and Material Agencies," MIS quarterly, vol. 35, no. 1, pp. 147-167, 2011.
K. Koroleva and G. C. Kane, "Relational affordances of information processing on Facebook," Information & management, vol. 54, no. 5, pp. 560-572, 2017.
X. Dong, T. Wang and B. Izak, "IT affordances in online social commerce: Conceptualization validation and scale developmen," in Twenty-second Americas Conference on Information Systems, San Diego, 2016.
B. Lu, W. Fan and M. Zhou, "Social presence, trust, and social commerce purchase intention: An empirical research," Computers in human behavior, vol. 56, pp. 225-237, 2016.
A. Wongkitrungrueng and N. Assarut, "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of business research, vol. 117, pp. 543-556, 2020.
W. Hamilton, O. Garretson and A. Kerne, "Streaming on twitch," in SIGCHI Conference on human factors in computing systems, 2014.
M. Hu, M. Zhang and Y. Wang, "Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework," Computers in human behavior, vol. 75, pp. 594-606, 2017.
N. Liu, "Acquisition of loyal customers from the perspective of integrated marketing," Marketing Management Review, vol. 11, pp. 70-71, 2020.
J. Kim, A. M. Fiore and H.-H. Lee, "Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer," Journal of retailing and consumer services, vol. 14, no. 2, pp. 95-107, 2007.
S. B. MacKenzie, P. M. Podsakoff and N. P. Podsakoff, "Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques," MIS quarterly, vol. 35, no. 2, pp. 293-334, 2011.
J. L. H. Bowden, "The Process of Customer Engagement: A Conceptual Framework," Journal of marketing theory and practice, vol. 17, no. 1, pp. 63-74, 2009.
L. Caroux, K. Isbister, L. Le Bigot and N. Vibert, "Player–video game interaction: A systematic review of current concepts," Computers in human behavior, vol. 48, pp. 366-381, 2015.
X. Shao, "Research on the mechanism of the influence of Taobao live shopping platform availability on customers’ purchase intention," Zhejiang University of technology and Technology, Zhejiang, 2020.
M. Y. C. Yim, S. C. Chu and P. L. Sauer, "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of interactive marketing, vol. 39, pp. 89-103, 2017.
Q. Su, F. Zhou and Y. J. Wu, "Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention," Sustainability (Basel, Switzerland), vol. 12, no. 9, p. 3783, 2020.
S. Krishnan and R. Sitaraman, "Video stream quality impacts viewer behavior," IEEE/ACM Transactions on Networking (TON), vol. 21, no. 6, pp. 2001-2014, 2013.
L. Wang, "Design and implementation of P2P-based radio and television new media website," Harbin Engineering University, Harbin, 2011.
F. Meng, "Research on the influence of opinion leaders on purchase intention in social business environment," Nanjing University, Nanjing, 2012.
X. Z. R., "The influence of network opinion leaders on the Internet in the media era," New Media Research, no. 10, pp. 21-23, 2015.
J. Yang, R. Sarathy and J. Lee, "The effect of product review balance and volume on online Shoppers' risk perception and purchase intention," Decision Support Systems, vol. 89, pp. 66-76, 2016.
X. Xu, J. H. Wu and Q. Li, "What drives consumer shopping behavior in live streaming commerce?," Journal of electronic commerce research, vol. 21, no. 3, pp. 144-167, 2020.
E. Ko, E. Y. Kim and E. K. Lee, "Modeling consumer adoption of mobile shopping for fashion products in Korea," Psychology & marketing, vol. 26, no. 7, pp. 669-687, 2009.
Y. Liu, Q. Li and M. Yin, "The stimulating effect of the atmosphere of online shopping festival on consumers’ impulsive shopping behavior," Business Research, no. 7, pp. 18-23, 2018.
H. J. Park and L. M. Lin, "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of retailing and consumer services, vol. 52, p. 101934, 2020.
X. Y. Han and Z. L. Xu, "The influence of e-commerce anchor attributes on consumers' online purchase intention-based on grounded Theory," Journal of Foreign Economics & Management, vol. 10, no. 42, pp. 7-14, 2020.
C. Ma, "Research on communication strategy of China’s webcast platform," Shandong University, Shandong, 2017.
J. M. Sun, "The interactive behavior and psychology of Taobao live broadcasting room under the fan economy," Radio & TV Journal, no. 11, pp. 148-149, 2020.
Y. H. Gao, "Research on the influence of e-commerce anchor characteristics on consumers' purchase intention," Harbin Institute of Technology, Harbin, 2020.
Z. R. Xu, "The influence of network opinion leaders on the Internet in the media era," New Media Research, no. 10, pp. 21-23, 2015.
I. B. Hong, "Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation," International journal of information management, vol. 35, no. 3, pp. 322-336, 2015.
P. A. Pavlou, H. Liang and Y. Xue, "Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective," MIS quarterly, vol. 31, no. 1, pp. 105-136, 2007.
Y. Li, "Research on consumer perceived risk of online shopping with different product involvement," Southwest University of Science and Technology, 2007.
A. U. Zafar, J. Qiu, Y. Li, J. Wang and M. Shahzad, "The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce," Computers in human behavior, vol. 115, p. 106178, 2021.
A. Y. L. Chong, E. Lacka, B. Li and H. K. Chan, "The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace," Information & management, vol. 55, no. 5, pp. 621-632, 2018.
C. C. Chen and Y. C. Lin, "Corrigendum to “What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement”," Telematics and informatics, vol. 35, no. 6, p. 1794, 2018.
H. J. Chang, M. Eckman and R. N. Yan, "Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior," The International review of retail, distribution and consumer research, vol. 21, no. 3, pp. 233-249, 2011.
C. Fornell and D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of marketing research, vol. 18, no. 1, p. 39, 1981.
J. W. C. A. B. Osborne and J. T. Kellow, "Best Practices in Exploratory Factor Analysis," in Best Practices in Quantitative Methods, Thousand Oaks, SAGE Publications, Inc, 2008, pp. 205-213.
T. A. Brown, Confirmatory factor analysis for applied research, New York ; London: The Guilford Press, 2015.
J. F. Hair, Jr. and W. C. Black, "Reading and understanding more multivariate statistics," in Cluster analysis, American Psychological Association, Washington DC, 2000, pp. 147-205.
Z. Wen, J. Hou and H. Mash, "Testing structural equation models: fitting exponent and chi-square criterion," Acta Psychologica Sinica, vol. 2, pp. 186-194, 2004.
M. Zhang, F. Qin, G. A. Wang and C. Luo, "The impact of live video streaming on online purchase intention," The Service industries journal, no. 10, pp. 656-681, 2020.
