Building on the theories of social support, social identity and consumer stickiness, a conceptual model was developed, arguing that perceived emotional support, perceived informational support, perceived financial support, perceived affectionate support and perceived social network support have a positive impact on ...
Jul 6, 2023
Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers ...
Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers ...
Highlights · Live streaming can provide product-related signal and interactive signal. · Product-related signal has a positive effect on perceived value.
Sep 6, 2024 · Streamers can circumvent consumer self-protection mechanisms through information overload marketing by reducing utilitarian value uncertainty and consumers' ...
The findings indicate that likeability, animacy, and responsiveness enhance social presence and telepresence, which then promote purchase intention.
Aug 30, 2022 · The endlessly emerging live-streaming platforms and content continue to satisfy consumers' demands; while existing research has focused on ...
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Dec 10, 2024 · Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms ...
Jul 9, 2024 · It means that these streamers have a dominant position when negotiating prices with suppliers, enabling them to offer relatively more favorable ...
Feb 15, 2024 · This study examines the influencing factors of customers' purchase intention from a value perspective by adopting and extending the Theory of Consumption ...