Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity

6Citations
Citations of this article
152Readers
Mendeley users who have this article in their library.

Abstract

The rapid development of live-streaming e-commerce has driven billions of sales revenues and made customers’ purchase intention a life-and-death issue for sellers. This study examines the influencing factors of customers’ purchase intention from a value perspective by adopting and extending the Theory of Consumption Values (TCV). We also incorporated streamer popularity as a moderating variable to reveal its significant impact on live-streaming e-commerce. This study collected 457 valid online questionnaires from Chinese livestreaming e-commerce users. Our findings show that five of six consumption values, namely functional, social, emotional, conditional, and self-gratification value, are significant drivers of purchase intention. In addition, streamer popularity has strengthened the influence of functional, social, emotional, and self-gratification value on purchase intention. This study deepens the current understanding of live-streaming and customer value research by establishing and validating a comprehensive research model, and reveals the decisive role of multi-dimensional value and streamer popularity in live-streaming industry. The research findings could guide live-streaming merchants to increase sales by reallocating their resources to different consumption values and optimising their investment strategy in popular streamers.

Cite

CITATION STYLE

APA

Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity. PLoS ONE, 19(2 February). https://doi.org/10.1371/journal.pone.0296339

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free