直播对在线购买意愿的影响

Translated title of the contribution: The impact of live video streaming on online purchase intention

Min Zhang, Fang Qin, G. Alan Wang, Cheng Luo

Research output: Contribution to journalArticle

Abstract

E-retailers are embracing new digital marketing strategies to provide more authentic information to their customers. This research examines the impact of live video streaming (LVS), defined as broadcasts in real time to an audience over the Internet for business-to-consumer and business-to-business communication. Although LVS has been adopted as a marketing strategy by e-retailers, its effect on customers’ online purchase intention remains unknown. Drawing on construal level theory, this study empirically examines the impact of LVS on customers’ online purchase intention considering psychological distance and perceived uncertainty. We test the research framework with the aid of a quasi-experiment using secondary data collected from Taobao.com, the largest online trading platform in China, and two experimental designs. The presented results indicate that the LVS strategy can improve customers’ online purchase intention by reducing psychological distance and perceived uncertainty. In addition, product type moderates the impact of LVS on perceived uncertainty. This paper finally provides some of the practical and managerial implications of our findings.

Translated title of the contributionThe impact of live video streaming on online purchase intention
Original languageChinese
JournalService Industries Journal
DOIs
StatePublished - Jan 1 2019
Externally publishedYes

Keywords

  • construal level theory
  • Live video streaming
  • online purchase intention
  • perceived uncertainty
  • psychological distance

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

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