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Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity

PloS one, 2024-02, Vol.19 (2), p.e0296339-e0296339 [Peer Reviewed Journal]

Copyright: © 2024 Zhang et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. ;COPYRIGHT 2024 Public Library of Science ;2024 Zhang et al 2024 Zhang et al ;ISSN: 1932-6203 ;EISSN: 1932-6203 ;DOI: 10.1371/journal.pone.0296339 ;PMID: 38358985

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  • Title:
    Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity
  • Author: Zhang, Qi ; Wang, Yuling ; Ariffin, Shaizatulaqma Kamalul
  • Subjects: Biology and Life Sciences ; Commerce ; Computer and Information Sciences ; Consumer Behavior ; Consumption data ; Economic aspects ; Electronic commerce ; Evaluation ; Forecasts and trends ; Humans ; Industry ; Intention ; Internet ; Investments ; Marketing research ; Research and Analysis Methods ; Social networks ; Social Sciences
  • Is Part Of: PloS one, 2024-02, Vol.19 (2), p.e0296339-e0296339
  • Description: The rapid development of live-streaming e-commerce has driven billions of sales revenues and made customers' purchase intention a life-and-death issue for sellers. This study examines the influencing factors of customers' purchase intention from a value perspective by adopting and extending the Theory of Consumption Values (TCV). We also incorporated streamer popularity as a moderating variable to reveal its significant impact on live-streaming e-commerce. This study collected 457 valid online questionnaires from Chinese live-streaming e-commerce users. Our findings show that five of six consumption values, namely functional, social, emotional, conditional, and self-gratification value, are significant drivers of purchase intention. In addition, streamer popularity has strengthened the influence of functional, social, emotional, and self-gratification value on purchase intention. This study deepens the current understanding of live-streaming and customer value research by establishing and validating a comprehensive research model, and reveals the decisive role of multi-dimensional value and streamer popularity in live-streaming industry. The research findings could guide live-streaming merchants to increase sales by reallocating their resources to different consumption values and optimising their investment strategy in popular streamers.
  • Publisher: United States: Public Library of Science
  • Language: English
  • Identifier: ISSN: 1932-6203
    EISSN: 1932-6203
    DOI: 10.1371/journal.pone.0296339
    PMID: 38358985
  • Source: Open Access: PubMed Central
    Geneva Foundation Free Medical Journals at publisher websites
    AUTh Library subscriptions: ProQuest Central
    PLoS
    MEDLINE
    DOAJ Directory of Open Access Journals
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