Liu Feng, Wang Yan, Dong Xiaoxu, Zhao Huawei
Business School, Shandong University, Weihai, China.
School of Business, Shandong University of Political Science and Law, Jinan, China.
Front Psychol. 2022 Aug 25;13:933633. doi: 10.3389/fpsyg.2022.933633. eCollection 2022.
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 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.
直播电商作为一种基于信息技术的新型商业模式，目前是最流行的营销方式，在中国尤其如此。本研究将直播互动分为三个维度，即获取产品信息的互动（IPI）、把握他人购买动态的互动（IPD）和获取金钱激励的互动（IMI），并提出了一个综合框架，以检验与消费者的直播互动是否能促进社交临场感和消费者从众心理，从而增强他们的购买意愿。采用基于协方差的结构方程模型（CB-SEM）和AMOS对从576名中国消费者收集的数据进行了分析。主要研究结果如下：第一，IPI和IPD都能对社交临场感和消费者从众心理产生直接影响；第二，IMI仅对社交临场感有积极影响；第三，在互动的三个维度中，IPI和IPD都倾向于通过社交临场感和消费者从众心理来增加购买意愿，而IMI仅通过社交临场感来增加购买意愿。此外，考虑到体验产品和搜索产品之间的差异，多组分析结果表明两个产品组之间的路径系数不一致。本研究为直播电商提供了一个新颖的视角，提供了关于互动如何影响购买意愿的证据，丰富了直播电商文献的内容，并探讨了对寻求通过直播进行营销的营销经理的实际启示。
