How Live Streaming Features Impact Consumers' Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

The effect of doll blind box uncertainty on consumers' irrational consumption behavior: the role of instant gratification, Gambler's fallacy, and perceived scarcity

BACKGROUND

The uncertainty associated with doll blind boxes has sparked a consumer frenzy in China. However, it remains unclear how the allure of uncertain rewards influences the irrational consumption behavior of blind box consumers. This study aimed to elucidate the internal mechanisms underlying this process. Specifically, this study investigated the relationships among perceived uncertainty, gambler's fallacy, instant gratification, perceived scarcity, and irrational consumption behavior.

METHODS

434 Online questionnaires were distributed to Chinese doll blind box consumers. This study examines the impact of perceived uncertainty on consumers' irrational consumption behavior by employing the Stimulus-Organism-Response theory and constructing a mechanism model. The analysis was conducted using PLS-SEM in SmartPLS 4.0.

RESULTS

Perceived uncertainty positively affected instant gratification and gambler's fallacies. Gambler's fallacy and instant gratification significantly mediate between perceived uncertainty and irrational consumption behavior. Moreover, perceived scarcity positively moderated the relationship between gambler's fallacy and irrational consumption behavior. As perceived scarcity increased among blind box consumers, cognitive bias resulting from gambler's fallacy more significantly influenced the consumers to engage in irrational consumption behavior.

CONCLUSIONS

This study clarified the psychological mechanisms underlying irrational consumption behavior among blind box consumers. Moreover, it provides specific suggestions for blind box consumer, product stakeholders and policymakers to better advocate rational consumption behavior.

The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications

This study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, which effectively mitigates uncertainty and enhances behavioral intention within the cross-border shopping context. Furthermore, the research identifies a "trust-risk paradox," wherein increased trust does not invariably lead to a reduction in perceived risk, thereby challenging conventional theoretical assumptions. While perceived risk exhibits a limited direct influence on behavioral intention, its substantial indirect effect through satisfaction underscores the intricate nature of consumer decision-making processes. Utilizing empirical data from Taiwanese consumers, this study provides critical insights into the structural relationships among these constructs, offering both practical implications for CBEC platform strategies and contributions to theoretical development. By investigating the dynamic interactions in cross-border consumer behavior, this research advances the understanding of high-uncertainty markets and establishes a solid foundation for future scholarly inquiry.

How to improve users' purchase intention of agricultural products through live streaming systems?

With the development and improvement of technology, live streaming systems have emerged in people's daily lives, providing new channels for agricultural product sales. This study aims to understand how to scientifically design live streaming systems for agricultural product sales based on user perceptions and preferences. We conducted an online survey, and Study 1 obtained 569 valid samples. We established a structural equation model and applied fuzzy-set qualitative comparative analysis to identify necessary conditions and configurations. In Study 2, two survey stages obtained 61 and 228 valid samples, respectively, and exploratory factor analysis was used for dimensionality reduction. The results showed that information quality and perceived interactivity can reduce social anxiety in female and male users, respectively. Information quality and perceived playfulness positively affect purchase intention. Furthermore, we identified four positive factors, including natural quality, support for domestic agriculture, transportation services, and information attractiveness, and three negative factors, including fulfillment risk, decision pressure, and inefficient consumption experience that may influence users' purchase intention. The findings provide validated design insights for live streaming systems, playing a positive role in enhancing design effectiveness and promoting agricultural product sales.

Impact of Scene Features of E-Commerce Live Streaming on Consumers' Flow and Purchase Intentions of Sporting Goods

Purpose-The purpose of this study is to examine the mechanism of scene features (i.e., visual appeal, presence, and scene-product matching) of e-commerce live streaming and how it impacts consumers' flow and purchase intentions of sporting goods. Design/methodology/approach-To test the hypotheses in the conceptualized model that was developed based on the Stimulus-Organism-Response (S-O-R) model, sports consumers (N = 340) who watched e-commerce live streaming responded to an online survey administration. Structural equation modeling (SEM) was applied to examine the research model and test the hypotheses. Findings-The results reveal that scene features positively affect consumer flow experience, in which scene-product matching is the main contributing factor. Moreover, the flow experience plays a critical mediating role in influencing purchase intentions; meanwhile, the moderation role of sport identification was not found to be statistically significant. Originality/value-This study fills the void to explore how scene features of e-commerce live streaming influence consumer behavior associated with sporting goods merchandise through immersed flow experience. Confirming the applicability of the S-O-R model in the sports e-commerce live streaming setting, the findings of this study identify dimensions of scene features of e-commerce live streaming and highlight the significance of developing scene-product congruence features when designing, operating, and promoting live streaming programs while enhancing immersive involvement.

How does live streaming affect tourists' intention - a psychology theory perspective

As a novel experiential approach, live streaming at tourist destinations has garnered significant attention and profoundly impacts tourists' travel decisions. This study aims to validate the effects of usefulness, authenticity, and interactivity of destination live streams on the decision-making process of tourists. Grounded in stimulus-organism-response (S-O-R) theory, this research identifies the usefulness, authenticity, and interactivity of destination live streams as the "stimulus," while telepresence and trust as the "organism," with tourists' travel decisions as the "response." Utilizing survey questionnaires, 274 valid data were collected and analyzed through structural equation modeling in SPSS 26.0 and Amos 28.0 software to assess the impact of destination live streams on tourists' travel decisions. The findings reveal that both interactivity and authenticity positively influence tourists' telepresence. Additionally, the usefulness, interactivity, and authenticity of these live streams also positively affect perceived trust among viewers, which subsequently enhances their travel decisions. This study highlights the usefulness, authenticity, and interactivity as external stimuli in destination live streams, elucidating their influence on tourists' travel decisions and contributing to the understanding of the live streaming phenomenon within the tourism sector.

Promoting Consumers' Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories

As food safety awareness rises and living standards improve, consumers have increasingly higher expectations for the efficiency and quality of cold chain logistics services. For cold chain logistics service providers, accurately understanding consumer psychology and enhancing their willingness to continue using the service-while guiding them to actively participate in green cold chain logistics practices-are necessary means to maintain competitiveness. Therefore, based on stimulus-organism-response and cognitive-affective-conative theories, this study constructs a three-stage model to explore the factors influencing consumers' continuous consumption of online retail cold chain delivery services. This study substantiates that consumers' intention to continue consuming proceeds through the following three stages: cognitive, affective, and conative. Specifically, the results indicate that consumer- and environment-oriented services significantly enhance consumer value and psychological empowerment, which further promotes their intention to continue using the service and participate in green practices. Moreover, psychological empowerment and perceived value fully and partially mediate the relationship between the two types of services and consumer sustainable consumption, respectively. These findings expand the research on cold chain consumption and deepen our understanding of how various factors influence consumer behavior.

How social and media cues induce live streaming impulse buying? SOR model perspective

Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers' urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables' effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

Evaluation of China's live streaming e-commerce industry policies based on a three-dimensional analysis framework

As an emerging business modality and Internet format, live streaming e-commerce has developed rapidly since its emergence in 2016, especially since the outbreak of the COVID-19 epidemic in late 2019, when an increasing number of businesses from other industries attracted participation. However, with the development of the live streaming e-commerce industry, the industry's market environment is becoming increasingly chaotic. Therefore, during this period, government departments continuously formulate and implement relevant industry policies. In order to exploring the cooperation network structure, policy content distribution, and implementation effectiveness characteristics among publishers, this paper constructs a three-dimensional analysis framework of policy from the perspective of policy tools, policy effectiveness evaluation and policy publishers. The results show that in terms of policy tools, the overall structure of policy tools in the live streaming e-commerce industry is unreasonable, and different types of policy tools are significantly diverse. The proportion of environmental policy tools is greater than that of demand-based and supply-based policy tools, accounting for 62.97%, and among them, the tools related to industry regulation and management account for the largest proportion of the total, which greatly suppresses the enthusiasm of various entities in the industry for development. In terms of policy effectiveness evaluation, most of the policies do not formulate detailed long-, medium-, or short-term goals, nor are the policy priorities, incentive measures, or action modes perfect, indicating that the government's pushing and pulling forces for the live streaming e-commerce industry are insufficient. Finally, in the subject dimension of policy release, the synergy of relevant subjects is constantly improving, but there is also a phenomenon of over-concentration in the synergistic departments.

The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model

Over the last few years, livestreaming e-commerce has shown rapid growth and has become an important form of e-commerce. However, the potential mechanisms of interpersonal interaction's influence on purchase intention in livestreaming e-commerce have yet to be fully investigated. Based on the SOR (Stimulus-Organism-Response) framework, this study reveals the association between interpersonal interaction (consumer-anchor interaction and consumer-consumer interaction), psychological distance, consumer purchase intention, and the positive role of brand identification and time pressure in this context of influential relationships. The results of analyzing 603 questionnaires show that psychological distance between consumers and products plays a mediating role in the effect of interpersonal interaction on purchase intention. Meanwhile, this study found that consumers' brand identification with the products in the live room was effective in enhancing the direct effect of interpersonal interaction in the model. Additionally, the time pressure associated with limited-time sales was also found to be effective in enhancing the effects of interpersonal interaction and psychological distance on purchase intention. The results of this study reveal the potential influence mechanisms of interpersonal interactions with various identities in livestreaming e-commerce, providing theoretical guidance and practical insights for practitioners in the field.

Deciphering Social Commerce: A Quantitative Meta-Analysis Measuring the Social, Technological, and Motivational Dimensions of Consumer Purchase Intentions

Social commerce, as a new business model, is becoming increasingly critical. Even though a large amount of literature examines the determinants of consumer purchase intentions, the evidence needs to be more balanced. Therefore, this quantitative meta-analysis aims to compare and confirm the research results on social commerce from 2010 to 2022 to reconcile the conflicting results. The results indicate that emotional support, relationship quality, and perceived value positively and strongly correlate with purchase intention. In contrast, technical factors (such as Information quality, System quality, and Service quality) exhibited a small influence. Also, we found that culture moderated the relationships between consumer purchase intentions and their causes, except for information support and interactivity. The moderator analysis suggests technical and motivational factors are more important in Eastern than Western culture. For Social factors, the effect size of Western culture is bigger on the relationships of social support, information support, and Emotional support. This study gives insight into the integration factors that affect the breadth and depth of customers’ buying plans, as well as future directions for research that will help management make decisions.

The effects of live streamer's expertise and entertainment on the viewers' purchase and follow intentions

This study explores the impact of two characteristics of streamers-expertise and entertainment-on viewers' purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers' trust and flow experience as two mediators and viewers' optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers' trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers' optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers' trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers' short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

The impact of anchor characteristics on consumers' willingness to pay a premium for food-an empirical study

In the food industry space, Netflix foods have exploded onto the Internet on the back of social media and many consumers are paying a premium for them. So what are the motives that may inspire consumers' willingness to pay premium? In this paper, from the perspective of anchor, an external cue, a questionnaire survey was conducted with 275 respondents and analyzed using SPSS software. The results show that anchor characteristics (interactivity, professionalism and popularity) can influence consumers' perceived value and increase their premium purchase intention. Perceived value mediates the relationship between anchor characteristics and willingness to pay a premium. Limited-time limited-quantity positively moderated the relationship between perceived value and premium purchase intention. The results reveal the key role of anchors in consumers' decision-making process of buying Netflix food at a premium, and provide a theoretical basis for enterprises to select and cultivate anchors for product promotion.

The Role of Platform Quality on Consumer Purchase Intention in the Context of Cross-Border E-Commerce: The Evidence from Africa

Africa, as one of the rapidly growing markets, presents a significant opportunity for cross-border e-commerce companies to penetrate their consumer market, which is in dire need of development. This study utilizes the Information System Success model to investigate the impact of cross-border e-commerce platform quality on consumers' purchase intentions. Additionally, the study identifies the role of perceived value and trust in the purchase process. Moreover, the moderating effect of consumer acculturation on the relationship between cross-border platform quality and perceived value is examined. A total of 446 valid responses were obtained through a questionnaire survey and analyzed using structural equations. The findings reveal that platform information quality, system quality, and service quality significantly enhance consumers' perceived value, thereby positively influencing their purchase intention. Furthermore, the results highlight the joint effect of perceived value and trust on purchase intention, and trust plays a mediating role in this relationship. The moderating effect of acculturation is also confirmed, indicating that it negatively moderates the impact of system and information quality on perceived value, while positively moderating the impact of service quality on perceived value. These findings complement and extend existing cross-border e-commerce research and provide valuable insights into the buying behavior of African consumers.

The impact of digital empowerment on open innovation performance of enterprises from the perspective of SOR

Introduction

As China's digital transformation index continues to climb and market openness increases, the active implementation of open innovation embedded in digital innovation eco-networks is key to implementing sustainable innovation-driven strategies. The widespread use of digital technologies has broken through the traditional closed boundaries of enterprises and enhanced technology exchange, information communication and R&D collaboration with other innovation agents.However, many enterprises' digital empowerment efforts only stay at the level of digital technology, but do not rise to the level of corporate strategy. How to comprehensively promote the change of enterprise digital empowerment and help enterprises build a sustainable open innovation ecosystem needs further research.

Methods

This article uses the structure equation model and the necessary condition analysis methods to combine the stimulus-organization-reaction (SOR) theory to analyze the conduction mechanism of digital authorization to open innovation from a cognitive perspective.

Results

(1) In the era of digital economy, digital empowerment emphasizes the initiative and adaptability of enterprises, and explores a sustainable digital road suitable for enterprises themselves; (2) Organizational emotional ability and organizational disordered atmosphere play a mediating role between digital empowerment and open innovation, but organizational emotional ability has a positive impact on open innovation, while organizational disordered atmosphere is the opposite. (3) Organizational identity positively regulates the relationship between the disordered atmosphere and open innovation.

Discussion

The development of digital technology has adapted deviations with traditional management models. Organizing the investment in digital construction should also pay attention to the digital training and digital thinking of organizational members.Organizations should provide organizational support through various channels, enhance employees' organizational commitments to create a relationship -shaped psychological contract, regularly carry out digital education and organizational culture, reduce the differential atmosphere between teams, enhance the team's awareness of cooperation and trust in the teamAnd overall consciousness.

Effects of Background Fitting of e-Commerce Live Streaming on Consumers' Purchase Intentions: A Cognitive-Affective Perspective

Purpose

The purpose of this paper is to explore the effects of the background fitting of e-commerce live streaming on consumers' purchase intentions and the relevant internal psychological mechanism from the cognitive-affective perspective.

Methods

In this study, a theoretical framework model of SOR comprising six variables is established. SPSS and SmartPLS are used to test the model and analyze data collected from a comprehensive questionnaire survey of 424 Chinese online consumers.

Results

Results demonstrate that the impact of background fitting in e-commerce live streaming on consumers' purchase intentions can be divided into three stages. In the first stage, background fitting (comprised of both product-background fit and anchor-background fit) positively affect consumer cognitive process (perceived trust and perceived value). Perceived trust is mainly affected by anchor-background fit, while perceived value is mainly affected by product-background fit. In the second stage, consumers' cognitive process subsequently affects their affective process (perceived pleasure). Perceived value also has a greater positive effect on consumers' perceived pleasure than perceived trust, although perceived trust is a prerequisite for improving perceived value. In the third stage, the affective process further promotes consumers' purchase intentions.

Conclusion

Combining both SOR theory and cognitive-affective perspective, this study reveals that the internal influence mechanism of background fitting in e-commerce live streaming on consumers' purchase intentions is divided into three stages. Theoretically, this study not only expands the application of SOR theory in the research field of e-commerce live streaming from the perspective of external background stimulation, but also importantly contributes to the application of cognitive-emotional perspective in e-commerce live streaming. Practically, the study suggests optimizing background fitting as an effective way to improve consumer purchase intention in e-commerce live streaming, and it is better to optimize background fitting from the perspective of improving perceived trust, perceived value, and perceived pleasure.

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers' flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers' flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers' impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

How to deal with irrational consumption behavior of residents under COVID-19?

COVID-19, as a public health emergency, poses a major challenge to the economic and social development of numerous countries, impacting not only the psychology and behavior of residents at the individual level, but also the stability of society at the societal level, typified by the increased difficulty of smooth economic operation due to residents’ irrational consumption behavior. In the present study, we have drawn on the psychological stimuli-organism-response (SOR) and mediating effect theories to explore the causes of irrational consumption behavior. Finally, based on the actual situation in the questionnaire survey, we propose the system for assessing the effectiveness of the government’s response to the epidemic and measures under the influence of irrational consumption. In the results of our study, we found that the positive and negative irrational consumption adjustment coefficients of the government under the influence of its inherent image were 6.72% and 17.64%, respectively; the government intervention indices under the positive and negative perceptions output according to QFD theory were 0.14 and 0.02, respectively; and the positive and negative measure effectiveness indices of the government response programs were 2.28 and 2.10, respectively. Thus, through our study, we concluded that residents’ positive perception of government image would reduce the occurrence of irrational consumption behavior, while the improvement of irrational consumption behavior by perfect psychological services under residents’ negative perception of government image is more obvious. On the basis of summarizing the experience of this COVID-19, this study can serve the prediction and regulation of residents’ irrational consumption behavior under the government response to public health emergencies, and also enrich the research literature on irrational consumption behavior in related consumption behavior studies, and more importantly, provide theoretical and empirical support for similar academic cases in the international community.

Influence of incentive mechanism and fit degree on user's environmental behavior-Taking Alipay "Ant Forest" in China as an example

How to use game elements to motivate users and influence their behavior has become a new research trend, which is vital for enhancing the willingness of potential platform users to participate in environmental protection. This paper aims to analyze the influence of incentive mechanism and fit degree on user's environmental behavior based on the stimulus-organism-response theory and self-determination theory. The questionnaire data of 500 users was collected and the impact of incentives on user's environmental behavior was analyzed by structural equation modeling. The results show that economic, value, and social incentives have a significant impact on user's environmental behavior. Besides, the value and social incentives of "Ant Forest" game platform positively influence user fit (conscious participation, enthusiasm, and platform interaction), but the impact of economic incentive on platform interaction is not statistically significant. From the perspective of user fit, "Ant Forest" game platform can positively promote users to adopt environmental behavior, because it explores users' needs from their perspective to give full play to the role of game incentives on users' environmental behavior. Additionally, this research provides the practical implications for managers exploring the effects of co-creation processes in developing countries and regions.

Design is More Than Looks: Research on the Affordance of Review Components on Consumer Loyalty

BACKGROUND

Online review system contains multiple components, such as ratings, review text, product pictures, and video uploads, that could affect consumer loyalty. However, how the affordance of such components influences perceptions and behaviors of consumers remains unclear. We extend stimulus-organism-response (S-O-R) theory to the online review system. Specifically, we combine affordance theory and the technology acceptance model (TAM) to investigate the relations among the affordance of review systems, consumers' perceived beliefs, and their loyalty.

METHODS

We surveyed 320 customers on their online shopping experiences in China. We tested our hypotheses using the partial least squares path structural equation modeling (PLS-SEM) method. We report the direct effect of affordances of review components on consumer loyalty and its indirect effects on consumer loyalty through perceived beliefs.

RESULTS

Our results show that integrity and social interaction affordance of review components have significant relations with perceived ease of use, perceived usefulness, and perceived enjoyment. Intelligent topic mining reveals a positive relation on perceived enjoyment. Operability has a positive relation with perceived ease of use and perceived usefulness. These three consumer-perceived beliefs can mediate, to different degrees, the relationship between affordance of review components and consumer loyalty.

CONCLUSION

This research takes an innovative approach to offer insights into the relationships between IT affordances and consumer perceptions. We examine S-O-R theory through the lens of information technology and extend S-O-R theory by integrating IT affordances. Our research findings pave the way for businesses to design and implement more effective online review systems.

Broadcasters’ expertise and consumers’ purchase intention: The roles of consumer trust and platform reputation

Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers’ purchase intention. To examine our hypotheses, we distributed questionnaires to 261 Chinese consumers who viewed farmer-assisted live streaming. Correlational analyses, regression analyses, and confirmatory factor analyses were conducted to examine our hypotheses. The results show that broadcasters’ expertise is positively related to consumer trust and that platform reputation moderates this relationship. In addition, consumer trust mediates the positive relationship between broadcasters’ expertise and consumer purchase intention. Furthermore, the theoretical and practical implications of these findings are discussed.

Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce

Live commerce is a phenomenally innovative form of social commerce in China. In this paper, the authors aim to explore the authenticity of live commerce. By employing a qualitative approach using in-depth interviews and grounded theory, 21 initial categories are classified into six core categories. Among them, authenticity-associated concepts are classified into explicit concepts and implicit concepts. Explicit concepts of authenticity are associated with objectively authentic cues, while implicit concepts of authenticity are associated with subjectively authentic experiences. Moreover, the study explores the relationship between explicit concepts of authenticity and product commitment, as well as the relationship between implicit concepts of authenticity and affective commitment. Both of these paths are found to influence consumers' shopping-related behaviors. Although consumers can more easily perceive explicitly authentic cues than implicitly authentic experiences, this study suggests that the latter may be more effective in inducing shopping behaviors. In addition, the effect of streamer attractiveness on opinion leader building is addressed, while authenticity is found to be an alternative approach to attract consumers both for attractive and nonattractive streamers. Finally, the study addresses theoretical implications and practical implications as well as suggestions for future research.

The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust

Given that tourism e-commerce live streaming has become an important driver of tourism development after the outbreak of Covid-19 but limited attention has been paid to this area, this study examines the impacts of tourism e-commerce live streaming features (interactivity, authenticity, and entertainment) on the consumers’ purchase intention from the perspectives of consumers’ flow experience and trust based on the SOR theory. The authors collected survey data from 357 tourism e-commerce live streaming consumers and used the structural equation model to test the research model. The results reveal that interactivity and authenticity positively affect tourism e-commerce live streaming consumers’ purchase intention, but entertainment does not influence purchase intention positively; interactivity, authenticity, and entertainment each positively affects tourism e-commerce live streaming consumers’ flow experience and trust; both flow experience and trust positively affect tourism e-commerce live streaming consumers’ purchase intention; both flow experience and trust have mediating effects on the relationships between tourism e-commerce live streaming features and consumers’ purchase intention. This study extends existing theoretical research on tourism e-commerce live streaming and provides some managerial implications for tourism enterprises and streamers.

Marketing by live streaming: How to interact with consumers to increase their purchase intentions

Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live streaming interactions into three dimensions, interactions for obtaining product information (IPI), interactions for grasping the purchase dynamics of others (IPD), and interactions for obtaining monetary incentives (IMI), and proposes a comprehensive framework to examine whether live streaming interactions with consumers promote both social presence and consumer conformity, and thereby enhance their purchase intentions. Covariance-based structural equation modeling (CB-SEM) with AMOS was conducted to analyze data collected from 576 Chinese consumers. The main findings are that, first, both IPI and IPD can exert a direct impact on social presence and consumer conformity; second, IMI has a positive impact only on social presence; third, among the three dimensions of interactions, both IPI and IPD tend to increase purchase intention through social presence and consumer conformity, while IMI increases purchase intention only via social presence. Furthermore, given the differences between experience and search products, the results of the multigroup analysis indicate inconsistent path coefficients between the two product groups. This study provides a novel perspective on live streaming e-commerce with evidence on how interactions matter in driving purchase intentions, enriches the content of live streaming e-commerce literature and explores the practical implications for marketing managers are looking for marketing by live streaming.

Understanding Chinese Consumers' Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers' ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers' purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.