Affiliation:
1. International Economic and Trade Academy, Shanghai Lixin University of Accounting and Finance, Shanghai 201209, China
2. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China
Abstract
Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the context of live streaming e-commerce. A sample of 449 valid questionnaires was utilized to test the proposed theoretical framework. The empirical research findings reveal that customer experience significantly and positively impacts both influencer trust and influencer attachment. Furthermore, trust and attachment established with live streamers are identified as two effective mechanisms influencing consumer decision-making. Notably, influencer attachment exhibits a stronger influence on consumer purchase intention compared to influencer trust. By comparing the effects of Taobao and Douyin live streamers on stimulating consumption and purchase intention, the study demonstrates that live streamers play a crucial mediating role between customer experience and consumer purchase intention. Specifically, the results indicate that consumer purchase intention influenced by top Taobao streamers is stronger than that of Douyin streamers, whereas influencer attachment for Taobao streamers is relatively weaker than that for Douyin streamers. These findings provide theoretical and managerial implications for platforms and live streamers seeking to stimulate robust purchase intentions among consumers by fostering attachment relationships. The establishment of an emotional connection between the live streamer and the audience proves particularly valuable in increasing purchase intention. This research contributes to the understanding of the underlying mechanisms driving consumer behavior in the context of live streaming e-commerce. It emphasizes the significance of customer experience, influencer trust, and influencer attachment as key drivers of consumer purchase intention. The findings offer valuable insights for platforms and live streamers to optimize their strategies and enrich user data labels in order to enhance consumer engagement and stimulate purchase intentions. Ultimately, this research contributes to the advancement of the live streaming e-commerce field, strengthens the application of data elements in live streaming e-commerce marketing, and guides effective decision-making by industry practitioners.
Funder
the Shanghai Soft Science Research Program
the Youth Project of National Social Science of China
the Youth Project of Shanghai Philosophy and Social Science Planning
the Major Projects on Philosophy and Social Science Research of the Ministry of Education of the People’s Republic of China
the National Natural Science Foundation of China
the Funding Programs for Youth Teachers of Shanghai Colleges and Universities
the Humanities Young Talent Cultivation Program at Shanghai Jiao Tong University
the Startup Fund for Young Faculty at Shanghai Jiao Tong University
Subject
Computer Science Applications,General Business, Management and Accounting
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献