The impact of live video streaming on online purchase intention

By Min Zhang, Fang Qin, G. Alan Wang, Cheng Luo. Service Industries Journal, 2020

373 citations recorded by the source corpus.

ABSTRACT E-retailers are embracing new digital marketing strategies to provide more authentic information to their customers. This research examines the impact of live video streaming (LVS), defined as broadcasts in real time to an audience over the Internet for business-to-consumer and business-to-business communication. Although LVS has been adopted as a marketing strategy by e-retailers, its effect on customers’ online purchase intention remains unknown. Drawing on construal level theory, this study empirically examines the impact of LVS on customers’ online purchase intention considering psychological distance and perceived uncertainty. We test the research framework with the aid of a quasi-experiment using secondary data collected from Taobao.com, the largest online trading platform in China, and two experimental designs. The presented results indicate that the LVS strategy can improve customers’ online purchase intention by reducing psychological distance and perceived uncertainty. In addition, product type moderates the impact of LVS on perceived uncertainty. This paper finally provides some of the practical and managerial implications of our findings.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/7e3015ca41602c675e563ca1b1ec89d82daa0cfd

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Nora Bakabbey Kulbo
2. Liangqiang Li
3. Jiaming Fang
4. Prince Clement Addo

In Sociology and Political Science

1. Nora Bakabbey Kulbo
2. Dalia Streimikiene
3. Liangqiang Li
4. Jiaming Fang
5. Prince Clement Addo

Citations in the corpus

• COVID-19: fear appeal favoring purchase behavior towards personal protective equipment (2020, background): “Consumers are mostly influenced by the level of their social interactions with others when making purchase decisions (Godes et al., 2005; Zhang et al., 2019).”
• The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens (2020, methodology): “Thus, due to the stress induced, citizens have been ordered to take extra precautions against the spread of COVID-19 in the form of partial or complete lockdown across the world (Zhang et al., 2019).”