The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
권호 표지
DOI QR코드

DOI QR Code

Product Characteristics and Customer Purchase Intention in Live-Streaming Commerce

  • An-Peng YU (Department of Management Information Systems, Gyeongsang National University) ;
  • Jae-Hyeon KIM (Manager of Contents Financing Support Group, Korea Creative Content Agency) ;
  • Sung Eui CHO (Department of Management Information Systems, Gyeongsang National University)
  • Received : 2023.05.29
  • Accepted : 2023.07.31
  • Published : 2023.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live-streaming commerce. Research design, data and methodology: Six independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intention in live-streaming commerce. The perceived value was accepted as a mediator between independent and dependent variables. Data were gathered from 643 respondents who experienced purchases in live-streaming commerce in China. Results: The results show that product characteristics strongly affect customer purchase intention, and perceived value plays an important mediating role in live-streaming commerce. Therefore, when developing a sales strategy in live-streaming commerce, product characteristics. Such as customization, discount, experimentalism, novelty, and information must be considered. Conclusions: The majority of live-streaming commerce research has focused on platform interactions and consumers. This study is meaningful in that it dealt with product characteristics and confirmed the mediating roles of perceived value in live-streaming commerce. The findings of this study have significant implications and offer valuable insights and practical guidance for both the academic community and practitioners engaged in the field of live-streaming commerce.

Keywords

Acknowledgement

The third author acknowledges that this research was partially supported by a 2023 research scholarship by the Research Scholarship Foundation established by the CEO program at the Graduate School of Business Administration, Gyeongsang National University.

References

  1. Aggarwal, P. L., Jun, S. Y., & Huh, J. H. (2011). Scarcity Messages: A Consumer Competition Perspective. Journal of Advertising, 40(3), 19-30. https://doi.org/10.2753/JOA0091-3367400302
  2. Baron, R.M., & Kenny, D.A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51, 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  3. Brock, T. C. (1968). Implications of Commodity Theory for Value Change. in:Psychological Foundations of Attitudes. 243-275.
  4. Cai, J., & Wohn, D. Y. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers' Motivations. In Proceedings of The 52nd Hawaii International Conference on System Sciences. Proceedings of the 52nd Hawaii International (PP. 2548-2557). Feb, Hawaii, USA.
  5. Cheng, F. (2021). The Impact of Product Portfolio Innovativeness on Clicks in the Context of Live Streaming Commerce. Harbin, China: Doctoral Dissertation, Harbin Institute of Technology.
  6. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
  7. Fishbein, M., & Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, Addison-Wesley.
  8. Gao, X. Q. (2012). Impact of Price Discount on Consumers' Perceived Value and Behavioral Intention. Journal of Liaoning Technical University(Social Science Edition), 2012(05), 461-463.
  9. Gupta, S. (1988). Impact of Sales Promotions on When, What, and How Much to Buy. Journal of Marketing, 25(4), 342-355.
  10. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed). New Jersy: Prentice Hall.
  11. Han, R. (2005). A Study on Consumer Perception Based Price Promotion Strategy. Wuhan, China: Doctoral Dissertation, Huazhong University of Science and Technology.
  12. Jackie, L. M. T. (2004). Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management, 20(7-8), 897-917. https://doi.org/10.1362/0267257041838719
  13. Lessne, G. J., & Didow, N. M. (1987). Inoculation Theory and Resistance to Persuasion in Marketing. Psychology and Marketing, 4(2), 157-165. https://doi.org/10.1002/mar.4220040208
  14. Li, D. J., & Liu, J. X. (2016). The Dual Mediation Model of Products' Scarcity Appeal on Consumers' Willingness to Purchase. Management Science, 29(3), 81-96.
  15. Lin, C. H., Chuang, S. C., & Kung, C. Y. (2005). Impulse Purchase: A Model of Its Antecedents and Consequences in Consumer Decision Making. Commerce & Management Quarterly, 6(1), 47-68.
  16. Lu, B., & Chen, Z. (2001). Live Streaming Commerce and Consumers Purchase Intention: An Uncertainty Reduction Perspective. Information & Management, 58(7), 1-15.
  17. Ma, Y. (2021). To Shop or Not: Understanding Chinese Consumers Live-stream Shopping Intentions from the Perspectives of Uses and Gratifications, Perceived Network Size, Perceptions of Digital Celebrities, and Shopping Orientations. Telematics and Informatics, 59(3), 1-17. https://doi.org/10.1016/j.tele.2021.101562
  18. McQuarrie, E. F. (2007). Differentiating the Pictorial Element in Advertising: A Rhetorical perspective. Psychology Press. 91-112.
  19. Meng, Y. (2013). Research on Relationship Between Privacy Concerns and User's Adoption Behavior of Online Personalized Customization System. Shandong, China: Master Dissertation, Shandong University of Finance and Economics.
  20. Nye, C, R, M., & Shimp, T. (2008). Comparative Advertising in Markets Where Brands and Comparative Advertising are Novel. Journal of International Business Studies, 39(5), 851-863. https://doi.org/10.1057/palgrave.jibs.8400387
  21. Pei, X. L., & Zheng, H. M. (2020). The Process of Value Co-creation Behavior about Online Live Shopping in e-commerce Platform Based on the Taobao Live Shopping. Chinese Journal of Management, 17(11), 1632-1641.
  22. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
  23. Randall, T., Terwiesch C., & Ulrich, K.T. (2007). Research Note-User Design of Customized Products. Marketing Science, 26(2), 268-280 https://doi.org/10.1287/mksc.1050.0116
  24. Sandra, M. F. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 59(11), 867-875.
  25. Schlosser, A. E. (2003). Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intentions. Journal of Consumer Research, 30(2), 184-198. https://doi.org/10.1086/376807
  26. Sobel, M. E. (1982). Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models. Sociological Methodology, 13, 290-312. https://doi.org/10.2307/270723
  27. Sun, Y.; Shao, X.; Li, X.; Guo, Y.; & Nie, K. (2020). A 2020 Perspective on "How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective". Electronic Commerce Research and Applications, 2020(40). 1-2. https://doi.org/10.1016/j.elerap.2020.100958
  28. Sung, B., Hartley, N., Vanman, E., & Phau, I. (2016). How can the Word "NEW" Evoke Consumers Experiences of Novelty and Interest? Journal of Retailing and Consumer Services, 2016(31), 166-173. https://doi.org/10.1016/j.jretconser.2016.02.010
  29. Verhagen, T.; & Dolen, W.V. (2011). The Influence of Online Store Beliefs on Consumer Online Impulse Buying: A Model and Empirical Application. Information & Management, 2011(48), 320-327. https://doi.org/10.1016/j.im.2011.08.001
  30. Veryzer, R. W. J., & Hutchinson, J. W. (1998). The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs. Journal of Consumer Research, 24(4). 374-394. https://doi.org/10.1086/209516
  31. Wang, C., Li, Y, J., & Ye, Q. (2007). Research into Network Consumer's Decision Behavior Based on Perceived Value in E-shopping Environment. Porecasting, 26(3), 21-60.
  32. Wu, W, Y., Lu, H. Y., & Wu, Y, Y. (2011). The Effects of Product Scarcity and Consumers' Need for Uniqueness on Purchase Intentions. International Journal of Consumer Studies, 36(3), 263-274. https://doi.org/10.1111/j.1470-6431.2011.01000.x
  33. Xu, X., Wu, J. H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
  34. Xu, X. (2021). Research on the Impact of e-commerce Live Streaming Product Information and Live Streamer Characteristics on consumers' Purchasing Intention. Beijing, China, Master Dissertation, Beijing Foreign Studies University.
  35. Xie, C.; Yu, J.; Huang, S.; & Zhang, J. (2022). Tourism ecommerce Live Streaming: Identifying and Testing a Valuebased Marketing Framework from the Live Streamer Perspective, Tourism Management, 91(2), 104513.
  36. Yan, J. Y., Zhen, J. & Xie, Z. X. (2016). Research on Factors Influencing Intention to Personalize Product Online Based on Theory of Planned Behavior. Forecasting, 2016(6), 50-55.
  37. You, C. Z. (2016). Study on the Effect of Product Presentation Vividness on Purchase Intention of Hi-Tech Products under Network Environment. Anhui, China: Master Dissertation, Anhui University of Technology.
  38. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
  39. Zhang, H. Y. (2015). Study on The Effects of Personlity Traits and Website Characteristics on Consumers' Purchase Intention in Online Customization. Zhejiang, China: Master Dissertation, Zhejiang University of Commerce and Industry.
  40. Zhao, Z. B., Du, X. M., & Chen, K. (2014). Research on the Underlying Mechanism and Solutions of Online Compulsive Buying Behavior. Manage Reviews, 26(4), 130-141.
  41. Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
  42. Zhou, G. J. (2022). Analysis and Research on the New Model of E-Commerce Poverty Alleviation: E-Commerce Live Broadcast of Agricultural Products. Journal of Accounting, Finance & Management Strategy, 17(2), 33-59.
  43. Zhou, X. (2021). Study on the Effect of Scarcity Promotion on Consumers' Purchase Intention. Tianjin, China: Master Dissertation, Tianjin University of Technology.