The Effects of Streamer, Context, and Product on Consumers’ Purchase and Continuous Watching Intention in Livestreaming Commerce
Date
2023-12-09
Authors
Cen, Yue
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This dissertation explores the impact of three critical elements, namely streamer, context and product, in livestreaming commerce, streamer, context, and product, on consumer purchase and continuous watching intention, by integrating the self-determination theory (SDT) and Stimulus-Organization-Response (SOR) model.
The dissertation focuses on analyzing the changes in consumer psychology caused by these three factors that can affect consumers' purchase and continuous watching intention.
The results indicate that all three elements stimulate the consumers, increasing their emotional participation and attachment. These factors can influence consumers' autonomous motivation according to SDT, thereby promoting the continuity of purchasing decisions and watching. The SOR model further emphasizes how these stimuli affect consumers' emotions and cognition, affecting their behavioral decisions.
In conclusion, this study offers a deep understanding of the key factors affecting consumer behavior in livestreaming commerce, providing essential insights for improving consumer attractiveness, promoting sales, and enhancing consumer loyalty.
Description
Livestreaming commerce, initially popularized in China, has been a tremendous success because it promises to boost consumer engagement, conversion rate, and sales (Zhang et al., 2022). Livestreaming shopping constitutes a constantly evolving business model where hosts, namely streamers, directly promote and sell products or services to consumers through real-time online video (Cai & Wohn, 2019). Livestreaming shopping has strong social attributes, promoting dynamic interaction and communication between consumers and streamers (Wang et al., 2023). Livestreaming shopping relies on real-time online video, giving consumers a more immersive and multi-faceted understanding of products or services (Zeng et al., 2023).
In China, the livestreaming commerce market has exploded enormously from $3 billion in 2017 to $480 billion in 2022 (Arora et al., 2021; Koetsier, 2022). Global brands, retailers, tech giants, and start-ups such as YouTube, Amazon, Burberry, and L'OREAL PARIS see livestreaming commerce as a considerable opportunity in the North American market. The next generation of retailers are vying to enter this emerging field (Gao et al., 2021). In the US, the livestreaming commerce market is predicted to climb from about $20 billion in 2022 to an estimated $68 billion by 2026 (Coresight Research, 2022). Businesses still face critical challenges when launching livestreaming commerce due to consumers' preference for offline shopping and the immature setting of livestreaming platforms in North America (Cai et al., 2018). Research is needed to unveil the drivers of consumers' behavior in the North American market.
Keywords
Livestreaming, Streamer, Context, Product, Purchase intention, Continuous watching intention, SOR, SDT