Browse > Article
http://dx.doi.org/10.5859/KAIS.2021.30.3.1

How Companies Persuade Active Participation of Consumers on Live Streaming Commerce? S-O-R Perspective  

Zhang, Xiu Ping (순천향대학교 경영학과)
Choi, Jae Won (순천향대학교 경영학과)
Publication Information
The Journal of Information Systems / v.30, no.3, 2021 , pp. 1-20 More about this Journal
Abstract
Purpose Live streaming commerce refers to the fact that people receive live audio and live video directly over the net. While some e-retailers use Live Streaming as a marketing strategy, the impact of live streaming commerce on customers' reuse intentions is unknown. The purpose of this study is to discuss the impact of live streaming commerce by external environmental factors based on S-O-R theory. Design/methodology/approach In this study, we developed a research model based on the S-O-R theory. Using the questionnaire survey method, consumers who used live streaming commerce on Taobao.com were taken as research subjects. Our research model aims to find out how content attributes, real-time interactions, media characteristics, and situational characteristics as stimulus factors influence consumers' perceptions and thus reuse intentions. Findings The results of the analysis show that external environmental factors have a significant impact on consumer perceptions and that perceived risks and flows can influence consumers' reuse intentions. In addition, we also examined the impact of reuse intentions on consumers' active participation. These results show that live streaming commerce can influence consumer perceptions and behavior in several ways.
Keywords
Live Streaming; intent to reuse; active participation; S-O-R model;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Gefen, D. and Straub, D. W., "Consumer Trust in B2C E-Commerce and the Importance of Social Presence: Experiments in E-Products and E-Services," Omega, Vol. 32, No. 6, 2004, pp. 407-424.   DOI
2 Jeun, S. T. and Lee, H. J., "Study on the Consumption Emotion as Mediating Role at Internet Shopping Mall between Impulse Buying and Service Quality, Shopping Interest," Journal of Electronic Commerce Studies, Vol. 12, No. 2, 2012, pp. 205-230.
3 Kim, J. L., "The Effectiveness of Consumer Perceived Mobile Commerce Environment on Shopping Value, Trust, and Information Accept," Journal of Electronic Commerce Studies, Vol. 18, No. 5, 2018, pp. 51-67.
4 Lee, H. and Choi, J., "Why do People Visit Social Commerce Sites but do not Buy? the Role of the Scarcity Heuristic as A Momentary Characteristic," KSII Transactions on Internet & Information Systems, Vol. 8, No. 7, 2014, pp. 2383-2399.   DOI
5 Lee, J. H., "A Study on the Effects of Social Live Streaming Viewing Motivation on Content Usage Behavior: Focusing on the Mediating Effect of Immersion Experience and Interactivity," The Journal of Internet Electronic Commerce Research, Vol. 21, No. 2, 2021, pp. 163-185.   DOI
6 Mehrabian, A. and Russell, J. A., "An Approach to Environmental Psychology," The MIT Press, 1974.
7 Koh, J. and Kim, Y. G., "Knowledge Sharing in Virtual Communities: An E-business Perspective," Expert Systems with Applications, Vol. 26, No. 2, 2004, pp. 155-166.   DOI
8 Preacher, K. J. and Hayes, A. F., "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models," Behavior Research Methods, Vol. 40, No. 3, 2008, pp. 879-891.   DOI
9 Siekpe, J. S., "An Examination of the Multidimensionality of Flow Construct in A Computer-mediated Environment," Journal of Electronic Commerce Research, Vol. 6, No. 1, 2005, pp. 31-43.
10 Tseng, E. L. S. and Yazdanifard, R., "Mobility - the Revolutionary Change to Customer's Shopping Experience in Retailing," International Journal of Management, Accounting and Economics, Vol. 2, No. 9, 2015, pp. 1037-1047.
11 Sun, Y., Shao, X., Li, X., Guo, Y. and Nie, K., "How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective," Electronic Commerce Research and Applications, Vol. 37, 2019.
12 Richard, M. O. and Chebat, J. C., "Modeling Online Consumer Behavior: Preeminence of Emotions and Moderating Influences of Need for Cognition and Optimal Stimulation Level," Journal of Business Research, Vol. 69, No. 2, 2016, pp. 541-553.   DOI
13 Shin, H. Y. and Kim, K. S., "A Study of Factors Affecting the Continued Usage Intention of Internet Portal Sites," The Journal of Information Systems, Vol. 19, No. 3, 2010, pp. 35-58.   DOI
14 Son, G. H. and Lee, H. G., "The Influence of Media, Consumer, and Product Characteristics on Perceived Risk and Purchasing Intention," Korea Association of Journal of Information Systems, Vol. 12, No. 1, 2003, pp. 117-144.
15 Wongkitrungrueng, A. and Assarut, N., "The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers," Journal of Business Research, Vol. 117, 2018, pp. 543-556.   DOI
16 Xu, X., Wu, J. H. and Li, Q., "What Drives Consumer Shopping Behavior in Live Streaming Commerce?" Journal of Electronic Commerce Research, Vol. 21, No. 3, 2020, pp. 144-167.
17 Yi, J., "The Effects of Perceived Interactivity on Intention of Continuous Use of Smartwatches: A New Perspective on the Mediating Roles of Cognitive and Affective Trusts," The Journal of Internet Electronic Commerce Research, Vol. 18, No. 5, 2018, pp. 167-186.   DOI
18 Zhao, Q., Chen, C. D., Cheng, H. W. and Wang, J. L., "Determinants of Live Streamers' Continuance Broadcasting Intentions on Twitch: A Self-determination Theory Perspective," Telematics and Informatics, Vol. 35, No. 2, 2018, pp. 406-420.   DOI
19 Gao, W., Liu, Z. and Li, J., " How does Social Presence Influence SNS Addiction? A Belongingness Theory Perspective," Computers in Human Behavior, Vol. 77, 2017, pp. 347-355.   DOI
20 Zhou, L., Wang, W., Xu, J. D., Liu, T. and Gu, J., "Perceived Information Transparency in B2C E-commerce: An Empirical Investigation," Information & Management, Vol. 55, No. 7, 2018, pp. 912-927.   DOI
21 He, J. H., Li, Z. X. and Du, S. R., "A Study of the Effects of Environmental Stimuli on Consumers' Continual Intention of Mobile Shopping: Based on the Perspective of Emotion," Forecasting, Vol. 37, No. 2, 2018, pp. 63-75.
22 Jang, H., Ko, I. and Kim, J., "The Effect of Group-Buy Social Commerce and Coupon on Satisfaction and Continuance Intention--Focusing on the Expectation Confirmation Model (ECM)," In 2013 46th Hawaii International Conference on System Sciences, IEEE, 2013, pp. 2938-2948.
23 Kang, J. H. and Moon, T. S., "Influence of Economic Value and Information Quality on Repurchase Intention in Social Commerce based on Motivation Theory," The Journal of Information Systems, Vol. 26, No. 2, 2017, pp. 63-83.   DOI
24 Zhang, M., Qin, F., Wang, G. A. and Luo, C., "The Impact of Live Video Streaming on Online Purchase Intention," The Service Industries Journal, Vol. 40, No. 9-10, 2019, pp. 656-681.   DOI
25 Kang, J., Tang, L. and Fiore, A. M., "Enhancing Consumer-Brand Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and Increasing Active Participation," International Journal of Hospitality Management, Vol. 36, 2014, pp. 145-155.   DOI
26 Zhang, Y. and Park, H. J., "Factors Influencing the Consumer Attitude toward Product Purchasing Related to Chinese Personal Internet Broadcasting Wang Hong," The Journal of the Korea Contents Association, Vol. 18, No. 10, 2018, pp. 1-10.   DOI
27 Ma, Q. G. and Wang, K., "The Effect of Positive Emotion and Perceived Risk on Usage Intention to Online Decision Aids," CyberPsychology & Behavior, Vol. 12, No. 5, 2009, pp. 529-532.   DOI
28 David, R. F. and Roy, D. R., "Interactivity and Vividness Effects on Social Presence and Involvement with A Web-based Advertisement," Journal of Business Research, Vol. 58, No. 3, 2005, pp. 387-396.   DOI
29 Lee, J. H., Ko, K. A. and Ha, D. G., "A Study on Motivations of Viewers Watching Personal Live Streaming Broadcast and the Influences of Motivation Factors to Satisfaction and Continuance Intention-Focused on Post Acceptance Model (PAM)-," The Korean Journal of Advertising and Public Relations, Vol. 20, No. 2, 2018, pp. 178-215.   DOI
30 Yang, Z. Y. and He, L. Y., "Goal, Customer Experience and Purchase Intention in A Retail Context in China: An Empirical Study," African Journal of Business Management, Vol. 5, No. 16, 2011, pp. 6738-6746.
31 Choi, J., Lee, H. J. and Kim, H. W., "Examining the Effects of Personalized App Recommender Systems on Purchase Intention: A Self and Social-interaction Perspective," Journal of Electronic Commerce Research, Vol. 18, No. 1, 2017.
32 Araujo, J., Dias, G. P., Gomes, H., Goncalves, J., Magueta, D., Marques, F. and Rodrigues, M., "An Integrated Service Solution for Digital Discount Coupons Processing," In New Contributions in Information Systems and Technologies, 2015, pp. 395-401.
33 Amos, C., Holmes, G. R. and Keneson, W. C., "A Meta-analysis of Consumer Impulse Buying," Journal of Retailing and Consumer Services, Vol. 21, No. 2, 2014, pp. 86-97.   DOI
34 Eisend, M., "Explaining the Impact of Scarcity Appeals in Advertising: The Mediating Role of Perceptions of Susceptibility," Journal of Advertising, Vol. 37, No. 3, 2008, pp. 33-40.   DOI
35 Fornell, C. and Larcker, D. F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50.   DOI