• Asia pacific journal of information systems
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• v.30 no.1
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• pp.143-165
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• 2020

The rapid growth of economic transactions generated by live streaming broadcasts ("LSB") has created opportunities for retailers to increase sales. However, little is known about what impact LSB celebrities have on customers and what causes LSB celebrities to become famous. This study aimed to fill this gap by studying the economics of LSBs. This study was conducted through a para-social relationship and attractiveness theory framework. Consequently, social and task attraction were assumed to be the antecedents of the para-social relationship that induced purchase intention. This study examined the impact of relationship rewards, self-disclosure, affective interactivity, informative interactivity, and the amount of information provided on purchase intentions through LSB. Celebrities can use the results of this study to enhance their appeal to fans and promote customers' purchase on e-commerce. This study contributed to the IS field by investigate the impact of para-social relationship on the online shopping context.

• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.199-216
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• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• Journal of Distribution Science
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• v.21 no.12
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• pp.103-111
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• 2023

Purpose: This study explores the impact of live commerce on consumer purchase intention in the Chinese market. Live commerce, a novel marketing strategy that fuses e-commerce with live streaming, has gained significant popularity in China. The study aims to pinpoint main ways that live commerce increases customers' propensity to make purchases. Research design, data, and methodology: The PRISMA technique was adhered to in the systematic cycle of finding, screening, and selecting publications. Predefined keywords like "live commerce," "live-stream shopping," "consumer purchase intention," and "China" produced a large number of possibly pertinent research in the first search. Results: This study has delved into the profound effects of live commerce on consumer purchase intention, with a specific focus on the dynamic Chinese market. This study has identified four primary outcomes that support the revolutionary potential of live commerce: increased product engagement, significant social influences, dynamic pricing tactics, and the establishment of trust and credibility. Conclusions: Finally, the study provides live commerce practitioners with valuable insights, advising them on maximizing these impacts to increase consumer buy intention. In summary, this study offers helpful information to companies and marketers who want to take advantage of live commerce as a powerful tool for connecting with Chinese customers and increasing sales.

• Journal of the Korea Society of Computer and Information
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• v.28 no.10
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• pp.277-289
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• 2023

The purpose of this study is to explore the mechanisms influencing consumers' continued intention to use live-streaming e-commerce for shopping, providing strategic recommendations for businesses to optimize live-streaming activities and enhance consumers' shopping experiences. In this paper, we innovatively integrate the UTAUT2 and ECM theoretical models to construct a comprehensive research framework. This framework not only thoroughly reveals the multi-dimensional variables that affect consumers' continuous usage intentions but also delves deeply into the interrelationships among these variables. We collected data extensively through surveys and utilized the Structural Equation Modeling and Bootstrapping methods for analysis. The research results indicate that performance expectation plays a crucial role in determining the continuous usage intention; satisfaction exerts a significant mediating effect between performance expectation and four other variables concerning continuous usage intention; and expectation confirmation stands out as the most prominent factor in enhancing satisfaction.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.576-589
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• 2021

Live commerce as a new form of service that combines live streaming service with e-commerce is gaining a growing attention from many people with diffusion of a new trend of untact economy. In this context, this research examines what leads to user satisfaction of live commerce. In especial, this research conceptualized several determinants that might affect user satisfaction of live commerce from three dimensions of users, information sources and platforms. It also tested whether those factors had influences on user satisfaction of live commerce empirically. The sample in this study was responses of 218 people in their 20s and 30s who had experienced using live commerce. They were analyzed using a hierarchical regression analysis. The findings revealed that depression and innovativeness from the dimension of users, attractiveness of show host from that of information sources, and physical affordance and perceived interaction among users from that of platforms had significant influences on user satisfaction of live commerce.

• Journal of Distribution Science
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• v.22 no.7
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• pp.1-11
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• 2024

Purpose: Shopee, Indonesia's most frequently visited marketplace in November 2023, had 427.2 million visits. Supported by the live streaming feature, Shopee has become the most widely used online shopping platform, with an 83.4% market share in 2022. Several factors, such as brand trust and promotions, have significantly influenced Shopee's dominance and consumer purchasing decisions. This research aims to investigate the effect of cosmetic product distribution, brand trust, and promotions on purchasing decisions, considering gender and age as control variables. Research design, data and methodology: A quantitative approach using a survey research method was employed with a sample of 150 respondents, who were followers of the Shopee ESQA Cosmetics account, obtained through the Yamane formula. Data was collected via an online questionnaire. The data analysis technique used in this study was PLS-SEM with Smart PLS software. The results of this research indicate a significant effect of the distribution of cosmetics products, brand trust, promotions, gender, and age as control variables on the purchase decision variable. Conclusions: The distribution of cosmetic products, brand trust and promotions have a positive and significant impact on purchase decisions during live streaming on Shopee, and control variables (gender and age 36-45) have a positive and significant influence on purchase decisions.

• Journal of Digital Contents Society
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• v.19 no.4
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.