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A meta-analytic review of live streaming commerce research through the lens of means-end-chain

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  • Xu, Xiaoyu
  • Sun, Huan
  • Jia, Qingdan

Abstract

The thriving development of live streaming commerce (LSC) has enhanced the significance of interpreting consumers’ purchase decisions with holistic theoretical support. Whereas, there is still a dearth of knowledge regarding a comprehensive list of the antecedents of purchase intention and the associations between these factors. This study employs a three-staged approach to develop an integrated conceptual model anchored on the mean-end-chain theory and perform a meta-analysis structural equation modeling (MASEM) of 173 research papers. The analysis results yield the associations between four attribute factors, five consequence factors, shopping value, and LSC purchase intention. Moreover, the effects of six moderators are explored to address the inconsistency issues in existing studies. A research agenda with rich implications is derived from the conclusion. In addition, a comprehensive list of managerial suggestions is synthesized incorporating existing literature and our research findings.

Suggested Citation

  • Xu, Xiaoyu & Sun, Huan & Jia, Qingdan, 2025. "A meta-analytic review of live streaming commerce research through the lens of means-end-chain," Journal of Business Research, Elsevier, vol. 195(C).
    • Handle: RePEc:eee:jbrese:v:195:y:2025:i:c:s0148296325002280
    DOI: 10.1016/j.jbusres.2025.115405
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