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Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention

Author

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  • Qiulai Su

    (Department of Finance, Quanzhou Normal University, Quangzhou 362020, China)

  • Fei Zhou

    (College of Business Administration, Huaqiao University, Quanzhou 362021, China)

  • Yenchun Jim Wu

    (Graduate Institute of Global Business and Strategy, National Taiwan Normal University, Taipei 10645, Taiwan)

Abstract

As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of “affordance--psychological outcome--consumer behavior”, this study answers the question from the perspective of virtual gift visibility, and finds that social presence and self-esteem serve as mediators, and self-monitoring personality as a moderator, of the relationship between online visibility of virtual gifts and green purchasing. Our research model was tested using structural equation model analysis. Data were collected from 552 users of Chinese live streaming platforms in China, and it was found that online gift visibility of live-stream marketing can be used as a sustainable strategy to stimulate customers’ purchase intention. Social presence is a full mediator of the relationship between the online visibility of virtual gifts and green purchases. Furthermore, self-monitoring personality moderates the relationships among the online visibility of virtual gifts, social presence, and green purchase intention. Our research not only extends the understanding of online gifts as a link between consumers and broadcasters, but also clarifies the process of how online gifts lead to green purchase intention.

Suggested Citation

  • Qiulai Su & Fei Zhou & Yenchun Jim Wu, 2020. "Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention," Sustainability, MDPI, vol. 12(9), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3783-:d:354657
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    2. Mingwei Li & Qingjin Wang & Ying Cao, 2022. "Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework," IJERPH, MDPI, vol. 19(7), pages 1-17, April.
    3. Junjie Lv & Zichen Wang & Yuqing Huang & Tong Wang & Yuanzhuo Wang, 2020. "How Can E-Commerce Businesses Implement Discount Strategies through Social Media?," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    4. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    5. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    6. Mircea Cătălin Dîrțu & Oara Prundeanu, 2023. "Narcissism and Pro-Environmental Behaviors: The Mediating Role of Self-Monitoring, Environmental Control and Attitudes," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    7. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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