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How Does Gender Moderate Customer Intention of Shopping via Live-Streaming Apps during the COVID-19 Pandemic Lockdown Period?

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  • Yuyang Zhao

    (NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa, Portugal)

  • Fernando Bacao

    (NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa, Portugal)

Abstract

Shopping through Live-Streaming Shopping Apps (LSSAs) as an emerging consumption phenomenon has increased dramatically in recent years, especially during the COVID-19 lockdown period. However, insufficient studies have focused on the psychological processes undergone in different customer demographics while shopping via LSSAs under pandemic conditions. This study integrated the Unified Theory of Acceptance and Use of Technology 2 with Flow Theory into a Stimulus-Organism-Response framework to investigate the psychological processes of different customer demographics during the COVID-19 lockdown period. A total of 374 validated data were analyzed by covariance-based structural equation modelling. The statistical results demonstrated by the proposed model showed a significant discrepancy between different gender groups, in which Flow, as a mediator, representing users’ engagement and immersion in shopping via LSSAs, was significantly moderated by gender where connection between stimulus components, hedonic motivation, trust and social influence and response component perceived value are concerned. This study contributed a theoretical development and a practical framework to the explanation of the mental processes of different customer demographics when using an innovative e-commerce technology. Furthermore, the results can support the relevant stakeholders in e-commerce in their comprehensive understanding of customers’ behavior, allowing better strategical and managerial development.

Suggested Citation

  • Yuyang Zhao & Fernando Bacao, 2021. "How Does Gender Moderate Customer Intention of Shopping via Live-Streaming Apps during the COVID-19 Pandemic Lockdown Period?," IJERPH, MDPI, vol. 18(24), pages 1-24, December.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:13004-:d:698717
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    References listed on IDEAS

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    2. Xuemei Sun & Jean-Éric Pelet & Shiying Dai & Yi Ma, 2023. "The Effects of Trust, Perceived Risk, Innovativeness, and Deal Proneness on Consumers’ Purchasing Behavior in the Livestreaming Social Commerce Context," Sustainability, MDPI, vol. 15(23), pages 1-14, November.
    3. Barbara Urszula Buraczyńska & Anna Elżbieta Żelazna & Agnieszka Barbara Bojanowska, 2022. "The Impact of the COVID-19 Pandemic on the Behaviours of Polish Consumers in the Organic Products Market," Sustainability, MDPI, vol. 14(19), pages 1-12, September.

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