IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v40y2020i9-10p656-681.html
   My bibliography  Save this article

The impact of live video streaming on online purchase intention

Author

Listed:
  • Min Zhang
  • Fang Qin
  • G. Alan Wang
  • Cheng Luo

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.

Suggested Citation

  • Min Zhang & Fang Qin & G. Alan Wang & Cheng Luo, 2020. "The impact of live video streaming on online purchase intention," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 656-681, July.
  • Handle: RePEc:taf:servic:v:40:y:2020:i:9-10:p:656-681
    DOI: 10.1080/02642069.2019.1576642
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2019.1576642
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/02642069.2019.1576642?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 search for a different version of it.

    Citations

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


    Cited by:

    1. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Qingfeng Zeng & Qian Guo & Wei Zhuang & Yu Zhang & Weiguo Fan, 2023. "Do Real-Time Reviews Matter? Examining how Bullet Screen Influences Consumers’ Purchase Intention in Live Streaming Commerce," Information Systems Frontiers, Springer, vol. 25(5), pages 2051-2067, October.
    3. Hu, Hai-hua & Ma, Fang, 2023. "Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    5. Rizvanović, Belma & Zutshi, Aneesh & Grilo, Antonio & Nodehi, Tahereh, 2023. "Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    6. Bilal Ahmad Ali Al-Khateeb & Fakher Moncef Jaoua & Elsayed Sobhy Ahmed Mohamed, 2023. "The Impact of Attitude Towards Online Shopping in Strengthening the Relationship Between Online Shopping Experience and E-Customer Engagement," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-25, January.
    7. Zhang, Tao & Tang, Zhongjun, 2023. "Should manufacturers open live streaming shopping channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Mohamed Habuba Halima & Yongjun Li & Usman Ghani & Ataullah Kiani & Atamba Cynthia, 2021. "Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness," SAGE Open, , vol. 11(1), pages 21582440211, March.
    9. 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).
    10. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.
    11. Ji, Guojun & Fu, Tianyu & Li, Shuhao, 2023. "Optimal selling format considering price discount strategy in live-streaming commerce," European Journal of Operational Research, Elsevier, vol. 309(2), pages 529-544.
    12. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    13. Shing H. Doong, 2022. "Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 329-340, December.
    14. Abiose E. AKHADEME & Emmanuel M. IKEGWU & Lucky E. AKHADEME, 2023. "Virtual Technologies and Conferences Attendance: Perceptions of YCT Academic Staff," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 09-20, July.
    15. 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.
    16. Zhou, Min & Huang, Jinlong & Wu, Kexin & Huang, Xin & Kong, Nan & Campy, Kathryn S., 2021. "Characterizing Chinese consumers’ intention to use live e-commerce shopping," Technology in Society, Elsevier, vol. 67(C).
    17. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    18. Liu, Yun & Wang, Xingyuan & Wang, Shuyang, 2022. "Research on service robot adoption under different service scenarios," Technology in Society, Elsevier, vol. 68(C).
    19. Yang, Zhengliang & Du, Xiaoxue & Hatzenbuehler, Patrick & Lu, Liang & Reardon, Thomas & Tian, Guang, 2021. "Agri-Food Products Live Streaming: Fad or a New Marketing Channel?," 2021 Conference, August 17-31, 2021, Virtual 315334, International Association of Agricultural Economists.
    20. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    21. Md. Alamgir Hossain & Abul Kalam & Md. Nuruzzaman & Minho Kim, 2023. "The Power of Live-Streaming in Consumers’ Purchasing Decision," SAGE Open, , vol. 13(4), pages 21582440231, October.
    22. Martin Thomas Falk & Eva Hagsten, 2021. "When international academic conferences go virtual," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(1), pages 707-724, January.

    More about this item

    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:taf:servic:v:40:y:2020:i:9-10:p:656-681. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    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.