skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

Frontiers in psychology, 2021-11, Vol.12, p.767876-767876 [Peer Reviewed Journal]

Copyright © 2021 Guo, Li, Xu and Zeng. 2021 Guo, Li, Xu and Zeng ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2021.767876 ;PMID: 34803849

Full text available

Citations Cited by
  • Title:
    How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
  • Author: Guo, Jia ; Li, Yu ; Xu, Yujing ; Zeng, Kai
  • Subjects: consumers’ purchase intention ; cross-border e-commerce ; live streaming shopping ; Psychology ; saving money ; SOR theory
  • Is Part Of: Frontiers in psychology, 2021-11, Vol.12, p.767876-767876
  • Description: Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.
  • Publisher: Frontiers Media S.A
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2021.767876
    PMID: 34803849
  • Source: GFMER Free Medical Journals
    PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait