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The Drivers of Customer Behavioral Intention in Live Streaming Commerce: The Role of Live Streamer
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.27 MB | Adobe PDF |
Autores
Resumo(s)
Live streaming commerce combines live video streaming with real-time consumer
engagement and is reshaping traditional retail paradigms. This study investigates the impact
of livestream marketing on customer behavioral intentions, focusing on the role of streamer
attractiveness and social interaction. By employing the Stimulus-Organism-Response (SOR)
framework, this research explores how these factors influence emotional arousal and
perceived value and consumer intentions to watch, purchase, and recommend products
showcased in livestreams. This study delved into the growing realm of livestream shopping,
exploring how streamer attractiveness and social interaction influence consumer behavior.
The research employed an online survey to analyze the impact of these elements on emotional
arousal, perceived value, and various behavioral intentions related to watching, purchasing,
and recommending products showcased in livestreams. The results underscored the
significance of streamer attractiveness and social interaction in driving consumer engagement.
Streamer attractiveness positively affected emotional arousal and perceived value, while
social interaction enhanced these factors. Moreover, emotional arousal and perceived value
emerged as crucial determinants of consumer intentions to watch, purchase, and recommend
products featured in livestreams. These findings offer valuable insights for marketers seeking
to optimize livestream marketing strategies. By enhancing streamer attractiveness and
fostering social interaction, marketers can effectively stimulate consumer emotional arousal,
reinforce perceived value, and drive favorable behavioral intentions. This study thus
underscores the pivotal role of livestreaming as a dynamic and influential tool in
contemporary marketing landscapes.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Live streaming streamer attractiveness consumer behavior social interaction Stimuli-Organism-Response (S-O-R) framework SDG 4 - Quality education