Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective

Abstract

Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on con- sumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationships among the 7Ps and the customers’ purchase intention through watching the broad- casters’ show. An integrative marketing-oriented model is proposed and tested using data collected from 330 customers (including 237 shoppers for apparel and 93 customers for seafood) through Fa- cebook live shopping platforms. The research results reveal that promotion, placement, and physi- cal evidence have positive effects on customers’ purchase intention. In addition, the watching inten- tion had a positive effect on purchase intention. It is also found that watching intention has a full mediation effect on the relationship between the 7Ps marketing mix and the purchase intention. The implications of the findings and issues for future research are also discussed.