Offense and defense between streamers and customers in live commerce marketing: Protection motivation and information overload.

ABSTRACT: While live commerce provides consumers with a new shopping experience, it also leads them to experience shopping failures and to develop a self-protection mechanism to prevent wrong purchases. To address this issue, merchants have attempted to explore new marketing methods for live commerce, giving rise to an offense and defense game between streamers and consumers. In this study, we sought to confirm the effectiveness of consumer protection mechanisms and the impact of streamers' information overload marketing strategy in live commerce. Accordingly, we constructed a hypothetical model based on protection motive theory and information overload theory. In addition, we analyzed the data from the simulated live streaming marketing on seven hundred people through partial least squares structur

SUBMITTER: Cao J 

PROVIDER: S-EPMC11379157 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature