IDEAS home Printed from https://ideas.repec.org/a/eee/ecanpo/v78y2023icp332-342.html
   My bibliography  Save this article

The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement

Author

Listed:
  • Zhou, Ying
  • Huang, Wenmin

Abstract

In this empirical study, based on stimulus–organism–response (SOR) theory and involvement theory, we investigate the intrinsic mechanisms by which the traits of network anchors influence the shopping intentions of live streaming audiences. We also explore the mediating effect of value perception and the moderating effect of consumer involvement on purchase tendency. The results demonstrate that anchors who take the initiative to be purveyors of information can improve the value perception of products in a live streaming context. By virtue of their professionalism and interactivity, they can significantly influence the shopping intention of the live streaming audience. Value perception plays a significant mediating role between anchor traits and shopping intention, while consumer involvement plays an important negative moderating role. Accordingly, e-commerce companies should dialectically select suitable anchors to improve different types of perceived value in live streaming audiences, according to different levels of consumer involvement, in order to ultimately improve the shopping intention of such audiences.

Suggested Citation

  • Zhou, Ying & Huang, Wenmin, 2023. "The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 332-342.
    • Handle: RePEc:eee:ecanpo:v:78:y:2023:i:c:p:332-342
    DOI: 10.1016/j.eap.2023.02.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0313592623000164
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.eap.2023.02.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Tuncer, Ilhami, 2021. "The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm," Technology in Society, Elsevier, vol. 65(C).
    2. Kim, Do Yuon & Kim, Hye-Young, 2021. "Trust me, trust me not: A nuanced view of influencer marketing on social media," Journal of Business Research, Elsevier, vol. 134(C), pages 223-232.
    3. Hudson, Simon & Roth, Martin S. & Madden, Thomas J. & Hudson, Rupert, 2015. "The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees," Tourism Management, Elsevier, vol. 47(C), pages 68-76.
    4. Zhiming Deng & Pierre Benckendorff & Jie Wang, 2021. "Travel live streaming: an affordance perspective," Information Technology & Tourism, Springer, vol. 23(2), pages 189-207, June.
    5. Omar, Suha & Mohsen, Kholoud & Tsimonis, Georgios & Oozeerally, Adam & Hsu, Jen-Hsien, 2021. "M-commerce: The nexus between mobile shopping service quality and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Melanie Schreiner & Thomas Fischer & Rene Riedl, 2021. "Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda," Electronic Commerce Research, Springer, vol. 21(2), pages 329-345, June.
    7. Shankar, Amit & Jain, Sheetal, 2021. "Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.
    9. Patrick Mikalef & Michail N. Giannakos & Ilias O. Pappas, 2017. "Designing social commerce platforms based on consumers’ intentions," Behaviour and Information Technology, Taylor & Francis Journals, vol. 36(12), pages 1308-1327, December.
    10. Dong, Xueyan & Wang, Tienan, 2018. "Social tie formation in Chinese online social commerce: The role of IT affordances," International Journal of Information Management, Elsevier, vol. 42(C), pages 49-64.
    11. Mehdi Dashti & Ali Sanayei & Hossein Rezai Dolatabadi & Mohammad Hossein Moshrefjavadi, 2016. "An Analysis of Factors Affecting Intention to Purchase Products and Services in Social Commerce," Modern Applied Science, Canadian Center of Science and Education, vol. 10(12), pages 1-98, December.
    12. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    2. Mingchao Li & Ruchun Deng & Bin Gong, 2025. "Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 4918-4967, March.
    3. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Bo Zeng & Xiao Liu & Weimin Zhang & Lianbei Wu & Ding Xu, 2023. "Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming," Sustainability, MDPI, vol. 15(20), pages 1-18, October.
    5. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Xinqiang Chen & Jiangjie Chen & Zhiwen Cai, 2024. "Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions," Agriculture, MDPI, vol. 14(11), pages 1-19, October.
    7. Chang, Yaping & Wang, Han & Guo, Zhenjiang, 2025. "Artificial intelligence in live streaming: How can virtual streamers bring more sales?," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    8. Isabel Miguel & Arnaldo Coelho & Cristela Bairrada, 2023. "Let’s Be Vegan? Antecedents and Consequences of Involvement with Vegan Products: Vegan vs. Non-Vegan," Sustainability, MDPI, vol. 16(1), pages 1-25, December.
    9. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    10. Yin Yuan, 2024. "The Influence of the Internet Celebrity Economy on Online Purchase Intention: A Moderated Mediation Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 20630-20648, December.
    11. Juliana Norizan & Mohd Fikri Ishak & Syukrina Alini Mat Ali, 2024. "Navigating the Social Shift: A Preliminary Study of Consumer Behavior on Malaysia's Social Commerce Platforms," Information Management and Business Review, AMH International, vol. 16(3), pages 690-698.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    2. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    3. Aoxue Li & Zhengping Ding & Chunhua Sun & Yezheng Liu, 2024. "Recommending AI based on Quantified Self: Investigating the mechanism of consumer acceptance of AI recommendations," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-15, December.
    4. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    5. Tian Hewei, 2022. "Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience," PLOS ONE, Public Library of Science, vol. 17(9), pages 1-18, September.
    6. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    7. Yang, Hongjun & Zhang, Shengtai, 2022. "Social media affordances and fatigue: The role of privacy concerns, impression management concerns, and self-esteem," Technology in Society, Elsevier, vol. 71(C).
    8. Yan, Ying & Chen, Hongquan & Shao, Bingjia & Lei, Yuanyang, 2023. "How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Rang Wang & Sylvia Chan-Olmsted & Qi Zhou, 2025. "Information seeking and affective relationship building in influencer marketing: the role of social media affordances," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    10. Yang Liu & Rana Tahir Naveed & Sara Kanwal & Muhammad Tahir Khan & Ali F Dalain & Wei Lan, 2023. "Psychology in action: Social media communication, CSR, and consumer behavior management in banking," PLOS ONE, Public Library of Science, vol. 18(8), pages 1-23, August.
    11. Nurul Fazleen Mohd Zariman & Norshima Humaidi & Muhammad Hafiz Abd Rashid, 2023. "Mobile commerce applications service quality in enhancing customer loyalty intention: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 649-663, December.
    12. Sindhwani, Rahul & Pereira, Vijay & Sampat, Brinda & Shankar, Amit & Nigam, Achint & Salwan, Prashant, 2025. "Exploring barriers to social robot adoption: A mixed-method study in the Indian retail sector," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
    13. Behl, Abhishek & Jayawardena, Nirma & Ishizaka, Alessio & Gupta, Manish & Shankar, Amit, 2022. "Gamification and gigification: A multidimensional theoretical approach," Journal of Business Research, Elsevier, vol. 139(C), pages 1378-1393.
    14. Al-Adwan, Ahmad Samed & Al-Debei, Mutaz M. & Dwivedi, Yogesh K., 2022. "E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions," Technology in Society, Elsevier, vol. 71(C).
    15. Reem Mohamed Gouda & Yasser Tawfik Halim, 2025. "The role of sustainable social media content in enhancing customer loyalty in the hospitality industry," Future Business Journal, Springer, vol. 11(1), pages 1-26, December.
    16. Estela Marine-Roig & Eva Martin-Fuentes & Natalia Daries-Ramon, 2017. "User-Generated Social Media Events in Tourism," Sustainability, MDPI, vol. 9(12), pages 1-23, December.
    17. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    18. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    19. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    20. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ecanpo:v:78:y:2023:i:c:p:332-342. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/economic-analysis-and-policy .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.