The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
권호 표지
DOI QR코드

DOI QR Code

Relationship between Content Characteristics, Immersion, and Customer Purchase Intention in Live-streaming Commerce

  • Bir Bahadur TRIPURA (Department of Management Information Systems, Gyeongsang National University) ;
  • Jae-Hyeon KIM (Contents Financing Support Group, Korea Creative Content Agency) ;
  • Sung Eui CHO (Department of Management Information Systems, Gyeongsang National University)
  • Received : 2023.05.23
  • Accepted : 2023.06.05
  • Published : 2023.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

Keywords

References

  1. Andersen, O., & Buvik, A. (2002). Firms'internationalization and alternative approaches to the international customer/market selection. International Business Review, 11(3), 347-363. https://doi.org/10.1016/S0969-5931(01)00064-6
  2. Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  3. Ang, T., Wei, S., & Anaza, N. A. (2018). Livestreaming vs prerecorded: How social viewing strategies impact consumers' viewing experiences and behavioral intentions. European Journal of Marketing, 52(9/10), 2075-2104. https://doi.org/10.1108/EJM-09-2017-0576
  4. Arora, A., Glaser, D., Kluge, P., Kim, A., & Sak, N. (2021). It's Showtime! How Live Commerce Is Transforming the Shopping Experience. McKinsey Digital.
  5. Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers' motivations.
  6. Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. 81-88.
  7. Chen, C., Lu, Y., Hu, Y., & Hong, Y. (n.d.). Everyone Can Be a Star: Quantifying Grassroots Online Sellers' Live Streaming Effects on Product Sales. 6.
  8. Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. The Service Industries Journal, 41(11-12), 767-786. https://doi.org/10.1080/02642069.2021.1905798
  9. Gandhi, R., Cook, C. L., LaMastra, N., Uttarapong, J., & Wohn, D. Y. (2021). An Exploration of Mental Health Discussions in Live Streaming Gaming Communities. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.575653
  10. Haimsony, O. L., & Tang, J. C. (2017). What makes live events engaging on Facebook Live, Periscope, and Snapchat? 48-60.
  11. Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: Fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1315-1324. https://doi.org/10.1145/2556288.2557048
  12. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis, 6th Ed, New Jersy, Prentice Hall
  13. Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606. https://doi.org/10.1016/j.chb.2017.06.006
  14. Joo, E. (2022). The effects of live commerce's IT Affordance on interactivity, immersion, and purchase intention. The Journal of the Korea Contents Association, 22(2), 734-751.
  15. Li, R. (2018). The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo. HICSS.
  16. Liang, T. (n.d.). P., Ho, Y.-T., Li, Y.-W. & Turban, E.(2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
  17. Lin, Y., Yao, D., & Chen, X. (2021). Happiness begets money: Emotion and engagement in live streaming. Journal of Marketing Research, 58(3), 417-438.
  18. Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers' purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
  19. Nah, F. F.-H., & Siau, K. (Eds.). (2019). HCI in Business, Government, and Organizations. Information Systems and Analytics: 6th International Conference, HCIBGO 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Orlando, FL, USA, July 26-31, 2019, Proceedings, Part II (Vol. 11589). Springer International Publishing. https://doi.org/10.1007/978-3-030-22338-0
  20. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
  21. Sobel, M. E. (1982). Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models. Sociological Methodology, 13, 290-312. https://doi.org/10.2307/270723
  22. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
  23. Welbourne, D. J., & Grant, W. J. (2016). Science communication on YouTube: Factors that affect channel and video popularity. Public Understanding of Science, 25(6), 706-718. https://doi.org/10.1177/0963662515572068
  24. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
  25. Wongkitrungrueng and Assarut-2020-The role of live streaming in building consumer tr.pdf. (n.d.).
  26. Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live-streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
  27. Xu, X., Huang, D., & Shang, X. (2021). Social presence or physical presence? Determinants of purchasing behaviour in tourism live-streamed shopping. Tourism Management Perspectives, 40, 100917.
  28. Zhang, C., & Liu, J. (2015). On crowdsourced interactive live streaming: A twitch. Tv-based measurement study. 55-60.
  29. Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5), 53-75. https://doi.org/10.1509/jm.15.0066
  30. Zhao, K., Lu, Y., Hu, Y., & Hong, Y. (2018). Change, we can believe in: Examining spillover effect of content switching on the live streaming platform. 39th International Conference on Information Systems, ICIS 2018.
  31. On crowdsourced interactive live streaming: A twitch. Tv-based measurement study. 55-60.
  32. Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5), 53-75. https://doi.org/10.1509/jm.15.0066
  33. Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers' narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.