Zhang Nan
School of Economics and Management, Beijing Jiaotong University, Beijing, China.
Front Psychol. 2023 Feb 8;14:1124675. doi: 10.3389/fpsyg.2023.1124675. eCollection 2023.
Live streaming is conducive to consumers obtaining rich and accurate product information, by displaying products through real-time video technology. Live streaming provides a new type of product presentation method, such as showing products from different perspectives, interacting with consumers by trying the products out, and answering consumers' questions in real time. Other than the current research focus on anchors (or influencers) and consumers in live-streaming marketing, this article tried to explore the way of the product presentation and its effect and mechanism on consumers' purchase intention. Three studies were conducted. Study 1 ( = 198, 38.4% male) used a survey to explore the main effect of product presentation on consumers' purchase intention and the mediating effect of the perceived product value. Study 2 ( = 60, 48.3% male) was a survey-based behavioral experiment, and it tested the above effects in the scenario of food consumption. Study 3 ( = 118, 44.1% men) tried to deeply discuss the above relationship in the appeal consumption scenario by priming different levels of the product presentation and time pressure. The results found that the product presentation positively affected consumers' purchase intention. The perceived product value played a mediating role in the relationship between product presentation and purchase intention. In addition, different levels of time pressure in the living room moderated the above mediation effect. When time pressure is high, the positive impact of product presentation on purchase intention is strengthened. This article enriched the theoretical research on product presentation by exploring product presentation in the context of live-streaming marketing. It explained how product presentation could improve consumers' perceived product value and the boundary effect of time pressure on consumers' purchase intention. In practice, this research guided brands and anchors on designing product displays to improve consumers' purchase decisions.
直播通过实时视频技术展示产品，有利于消费者获取丰富准确的产品信息。直播提供了一种新型的产品展示方式，比如从不同角度展示产品、试用产品并与消费者互动以及实时回答消费者的问题。除了当前直播营销中对主播（或有影响力的人）和消费者的研究重点外，本文试图探索产品展示方式及其对消费者购买意愿的影响和作用机制。进行了三项研究。研究1（N = 198，男性占38.4%）采用问卷调查来探究产品展示对消费者购买意愿的主效应以及感知产品价值的中介效应。研究2（N = 60，男性占48.3%）是一项基于调查的行为实验，在食品消费场景中测试上述效应。研究3（N = 118，男性占44.1%）试图通过启动不同水平的产品展示和时间压力，在吸引力消费场景中深入探讨上述关系。结果发现，产品展示对消费者购买意愿有积极影响。感知产品价值在产品展示与购买意愿之间的关系中起中介作用。此外，客厅中不同水平的时间压力调节了上述中介效应。当时间压力较大时，产品展示对购买意愿的积极影响会增强。本文通过在直播营销背景下探索产品展示，丰富了关于产品展示的理论研究。它解释了产品展示如何提高消费者的感知产品价值以及时间压力对消费者购买意愿的边界效应。在实践中，本研究指导品牌和主播设计产品展示以改善消费者的购买决策。
