Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity.

ABSTRACT: The rapid development of live-streaming e-commerce has driven billions of sales revenues and made customers' purchase intention a life-and-death issue for sellers. This study examines the influencing factors of customers' purchase intention from a value perspective by adopting and extending the Theory of Consumption Values (TCV). We also incorporated streamer popularity as a moderating variable to reveal its significant impact on live-streaming e-commerce. This study collected 457 valid online questionnaires from Chinese live-streaming e-commerce users. Our findings show that five of six consumption values, namely functional, social, emotional, conditional, and self-gratification value, are significant drivers of purchase intention. In addition, streamer popularity has strengthened the inf

SUBMITTER: Zhang Q 

PROVIDER: S-EPMC10868799 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature