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How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory

Sustainability, 2022-11, Vol.14 (21), p.14382 [Peer Reviewed Journal]

COPYRIGHT 2022 MDPI AG ;2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su142114382

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  • Title:
    How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory
  • Author: Song, Zhijie ; Liu, Chang ; Shi, Rui
  • Subjects: Authenticity ; China ; Consumer behavior ; Consumers ; Consumption ; Coronaviruses ; COVID-19 ; Electronic commerce ; Epidemics ; Influence ; Marketing research ; Medical research ; Perceptions ; Product information ; Purchasing ; Streaming media ; Surveys ; Sustainability ; Trustworthiness ; User behavior ; Visibility
  • Is Part Of: Sustainability, 2022-11, Vol.14 (21), p.14382
  • Description: During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but has been scarcely examined in academic research. The major purpose of the current study is to examine how fresh live broadcast features (visibility, interactivity, and authenticity) impact consumers’ willingness to buy through consumers’ perceived value and perceived trust based on the stimulus–organism-response theory. A total of 307 Chinese webcast users participated in this study. The data were collected through an online questionnaire survey and analyzed by SPSS and Amos software. The findings discovered that the fresh live broadcast features positively impact consumers’ perceived utility value and trust, and the visibility and interactivity enhance the perceived hedonistic value of consumers. Moreover, perceived value and perceived trust mediate between fresh live broadcast features and consumers’ willingness to buy. This study emphasizes the important role of fresh live features and provides insight for fresh sellers to increase consumer willingness to buy based on the perspective of consumers’ perceived value and trust.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su142114382
  • Source: GFMER Free Medical Journals
    Coronavirus Research Database
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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