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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 incorporat...
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... e first before buying a product. To some extent, even when I don't want to buy any product, I will still watch it live because it has become a habit' . (Int-12). recently, more celebrities have been invited to live streaming platforms to serve as streamers and help promote products, attracting millions of fans and boosting sales (chen & yang, 2023;Q. Zhang et al., 2024). to maximize the impact of livestream shopping, businesses should partner with influential figures who resonate with their target audience. for optimal results, consider collaborating with public figures active in the same industry or those whose image aligns with the store's brand identity (chen & yang, 2023). ...
This study was conducted to identify the factors that drive the intention to continue using livestream shopping on social commerce. The research model was built by adopting the stimulus-organism-response theory. Using mixed methods, quantitative data from 572 respondents were collected through questionnaires and processed using covariance-based structural equation modelling. We also interviewed 16 respondents to in-depth understand the questionnaire result and analyzed the data using the content analysis technique. We collected the data from the 20 February until 5 March 2024. The findings reveal that all constructs namely personalization, visibility, susceptibility to informational influence, co-creation behaviour, trust in products, trust in streamers, and perceived value can influence continuance intention to use livestream shopping on social commerce, but only trust in products and perceived value can have a direct impact to continuance intention to use livestream shopping on social commerce. The results of this study are used to provide recommendations for service providers to help retain their customers by implementing some features, such as virtual streamer, virtual try-on, and non-anthropomorphized chatbot.
... While for the other factors, Price Value (PV) is typically left out of consumer mobile technology adoption studies (Tamilmani, Rana, Dwivedi, Sahu, & Roderick, 2018); and (Saprikis et al., 2020) findings indicate that Social Influence (SI) and Facilitating Condition (FC) variables have no direct impact on behavioral intention. Subsequent studies could consider exploring additional factors such as the role of social media influence and the moderating roles of consumer demographics and psychographics (Zhang, Wang, & Ariffin, 2024) as well as individual innovativeness (Lu, Yao, & Yu, 2005). Performance expectancy, personal innovativeness, and engagement all have a substantial impact on the decision to utilize AR/VR technology (Wen et al., 2023). ...
This research aims to address the challenges associated with the application of augmented reality (AR) and virtual reality (VR) in live commerce for cosmetic products, focusing on the perception of consumers in Indonesia who are still very early or still in the awareness stage of the acceptance and/or application of AR/VR technology in online shopping. The study employs a positivist scientific method to systematically investigate the external variables influencing the adoption of AR and VR technologies in the live commerce beauty industry, identifying five significant determinants: Content Relevance, Performance Expectancy, Hedonic Motivation, Personal Innovativeness, Social Media Influence, and Trust. Effort Expectancy and Trust did not significantly affect Behavioral Intention, while Consumer Readiness (CR) positively affected Behavior Intention (BI), indicating that informed consumers are more likely to adopt AR/ VR technologies when exposed to social media influence. The findings suggest several strategies for businesses to enhance consumer adoption, with the goal of converting viewers into buyers. Additionally, developing frameworks to measure the return on investment (ROI) of AR integration in e-commerce could provide valuable insights for businesses, justifying investments and refining strategies for sustainable profitability.
... Online platforms improve user experience and happiness by offering recommendations on how to get nutritional information and standardize costs. By meeting informational demands, this strategy enhances the online platform user experience [75,76]. The Gratification theory emphasizes the importance of an intuitive interface in an online platform, enhancing user satisfaction and engagement. ...
Over the years, E-commerce industry has been witnessing a phenomenal growth, thanks to rapid technological advancement in Industry 4.0. There has been a standout surge in the use of various online shopping platforms (OSP) for daily use. The recent pandemic has accelerated the growth trajectory and made a transformational change in the digital commerce landscape. As a result, there has been a proliferation of OSPs in the competitive domain. It is therefore pertinent to address the questions: How do the customers select their favorite OSP? To what extent the OSPs differ based on consumers' preferences? The present work addresses these questions by proposing a novel group decision making framework. The ongoing study provides several innovative extensions of multi criteria decision making models like Borda count, criteria importance assessment (CIMAS), modified preference selection index (MPSI), and root assessment method (RAM). In this paper, the researchers provide a novel use of the Borda count method, integrated with CIMAS for determining criteria weights utilizing ranking of the criteria. Further, a novel extension of MPSI and RAM has been made with multiple normalizations. In this paper, the authors demonstrate a rare combination of vector and non-linear normalization using the Heron mean. The present paper derives the final criteria weights by combining Borda count, CIMAS and multi-normalization based MPSI (MNMPSI) using Bayesian logic. The criteria are selected based on Uses and Gratification theory (UGT). The findings reveal that interactive app interface and features (C16), user-friendly interface and search (C13), convenience in shopping (C14), product availability and variety (C12) and discounts and offers (C8) exert significant influence in selecting the OSP. Further, it is observed that Flipkart (A2) and Amazon (A1) are the top performers in the eyes of the users. The stability and reliability of the proposed methodology are examined by conducting a sensitivity analysis and comparing with several other models. The robustness of the proposed methodology and practical relevance of the findings of the present work shall provide notable impetus to the analysts and strategic decision-makers..
... These results are dependable with the overall perception of augmented reality's capacity to near the gap between online and offline purchasing by providing customers with a more engaging and dynamic way to explore products [8]. Looking at the moderating impacts of product knowledge, engagement, and shopping orientation on the efficacy of virtual reality retail settings [20]. Despite concentrating on virtual reality, advancing our knowledge of how immersive technology might affect consumer behaviour in general. ...
... Despite concentrating on virtual reality, advancing our knowledge of how immersive technology might affect consumer behaviour in general. These studies offer a more comprehensive view of how AR and VR influence purchase intentions by taking into account variables like consumer psychology and product features [20]. ...
This study considers the impact of technologies such as Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) on customer perception of design, branding, and advertising in the sustainable jewelry industry. The research aims to analyze how demographic factors influence the adoption of these technologies and develop a model for understanding customer perception. A descriptive and exploratory research approach was used, collecting primary data through structured questionnaires from 440 jewelry consumers. Statistical tools such as Reliability Analysis, Regression, ANOVA, Mann Whitney Test, and SEM Model building were employed for data analysis. The study addresses a research gap in understanding the specific effects of AR, VR, and MR on the jewelry industry, considering the unique demands and behaviors of jewelry consumers. The findings will provide insights into how demographic characteristics influence technology adoption and customer perception, ultimately contributing to the development of a model for predicting consumer behavior in this specialized industry.
... Study (Q. Zhang et al., 2024) shows believe social media is crucial for creating deep emotional bonds between customers and brands. Frequent interactions through social media can increase brand love and strengthen social bonds through communities formed around shared interests. ...
This study explores the relationship between social media marketing activities (SMMA), brand love, and purchase decisions in Indonesia’s transportation sector, focusing on PO Bejeu. Social media acts as an interactive medium fostering emotional bonds between brands and consumers, termed brand love. The research reveals that SMMA significantly enhances brand love, which directly impacts purchase decisions. Additionally, social ties mediate this relationship, as interactions on social media strengthen loyalty and influence purchasing behavior. A survey of 103 Facebook community members who actively discuss Bejeu products was conducted, with data analyzed using the SEM-PLS method, confirming the validity and reliability of all variables. Results indicate full mediation between SMMA and purchase decisions via brand love and partial mediation through social ties. These findings underscore the strategic role of SMMA in cultivating emotional connections to boost loyalty and purchases. The study suggests further research into brand love dynamics across diverse cultural and industrial settings to expand understanding.
... 1 This shows that when utilitarian value increases, trust in the seller and customer engagement also increase. A study by (Zhang et al., 2024) also demonstrated a positive relationship between utilitarian value and customer engagement in e-commerce. 2. Hedonic Value significantly influences Trust in Seller with a direct effect of 33.9% (p-value 0.001) and an indirect effect on Customer Engagement of 26.6% (p-value 0.000). ...
: This study aims to investigate the role of intangible values in live streaming and their impact on consumer engagement. The research employs a quantitative method using a structural equation model (SEM) based on partial least square (PLS). Data was collected from 100 respondents who have watched and purchased products on social media and Shopee Live at least three times a month. The findings indicate that utilitarian value, hedonic value, symbolic value, and economic value significantly influence trust in the seller and consumer engagement. Trust in the seller is proven to be a significant mediator in the relationship between intangible values and consumer engagement. This study provides valuable insights for online sellers on strategies to enhance trust and consumer engagement through intangible values in the context of live streaming.
... Th is refl ects brand loyalty and the desire to maintain ongoing business with it. Many researchers such as Yu (2023), Lei et al. (2022), and Qi (2024) argue that purchase intentions are infl uenced by a variety of internal and external factors among consumers, such as price, brand trust, product quality, and consumer perception. Sun and Wang (2019) also indicate that consumer purchase intentions are positively infl uenced by attitudes, self-standards, perceived control, product knowledge, and perceived consumer eff ectiveness (PCE). ...
This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products.
Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.
... Th is refl ects brand loyalty and the desire to maintain ongoing business with it. Many researchers such as Yu (2023), Lei et al. (2022), and Qi (2024) argue that purchase intentions are infl uenced by a variety of internal and external factors among consumers, such as price, brand trust, product quality, and consumer perception. Sun and Wang (2019) also indicate that consumer purchase intentions are positively infl uenced by attitudes, self-standards, perceived control, product knowledge, and perceived consumer eff ectiveness (PCE). ...
Th is research, conducted in the context of Algeria, provides a comprehensive
understanding of the intricate relationship between green marketing strategies,
consumer trust, and purchase intentions, with a particular focus on the threat of
greenwashing. Th e fi ndings highlight the crucial role of green brand trust in me-
diating the impact of green marketing motivating factors on consumers’ pur-
chase behavior.
Analyzing data from 262 consumers in Maghnia, Algeria, using Partial Least
Squares Structural Equation Modeling (PLS-SEM), this study revealed that green
brand trust serves as a critical mediator between green marketing factors and
purchase intentions. Positive reception of green advertising and a strong green
brand image signifi cantly enhance green brand trust, which in turn, strongly in-
fl uences consumers’ intentions to purchase green products.
Further analysis demonstrates that while non-deception and transparency do
not directly impact green brand trust, they act as important moderators, enhancing
the link between green advertising reception and trust. Notably, the study high-
lights the pervasive issue of greenwashing in Algeria, demonstrating how mislead-
ing environmental claims undermine consumer trust and purchase intentions.
Th ese fi ndings underscore the need for companies to prioritize genuine en-
vironmental eff orts and ethical marketing practices to build lasting consumer
relationships. Furthermore, the research emphasizes the importance of promo-
ting environmental awareness among consumers through education programs
and awareness campaigns, as well as strengthening environmental legislation to
prevent deceptive practices. By understanding the complex relationship between
green marketing factors, green brand trust, and purchase intentions, this study
off ers valuable insights for developing sustainable consumption patterns in deve-
loping economies while mitigating the negative eff ects of greenwashing.
To counter the threat of greenwashing, this research advocates for prioriti-
zing genuine environmental eff orts and ethical communication to foster sustai-
nable consumer relationships. Increasing environmental awareness among con-
sumers through educational programs and awareness campaigns is also crucial.
Strengthening environmental legislation to prevent greenwashing is essential, as
is supporting research and studies on green marketing to develop more eff ective
marketing strategies. Employing infl uential environmental advertisements that
resonate with Algerian consumers’ values, adopting sustainable production prac-
tices that support the Algerian environment, and obtaining accredited environ-
mental certifi cates from international and local organizations will further con-
tribute to promoting responsible green marketing practices, protecting the envi-
ronment, and enhancing Algerian consumers’ awareness of the importance of
sustainable consumption. Th is research serves as a valuable guide for marketers
and policymakers seeking to foster sustainable consumption patterns in develo-
ping economies while mitigating the detrimental eff ects of greenwashing.
... On the other hand, consumption value theory describes individuals' fundamental desires or benefits they want to gain when buying a product [29,30]. Seeking value is often the basic objective that motivates one's consumption behaviour. ...
A thriving electric vehicles (EVs) market serves as a pivotal embodiment of the global push towards sustainable mobility. As one of the leading global EV sellers, China owns a huge used EV market, which should be spotlighted. While most studies focus on the mechanism of new EV purchases, few put their insight into the trade of used EVs. To fill this gap, this paper aims to clarify the mechanism of consumption behaviour towards used EVs. First, we identified 11 variables that have a direct or indirect impact on consumers’ purchase intention and constructed a conceptual framework. Then, we checked the structural relationships of the model through an empirical study (n = 431). The results showed that purchase intention was determined by two variables: perceived risk and attitude. We also observed an association between income and purchase intention. Functional risk had a direct and significant impact on perceived risk. Economic value, brand trust, and after-sales service were crucial predictors of attitude. Education could moderate the relationship between attitudes and purchase intention. Based on theoretical findings, we present the design strategies to enhance consumers’ purchase willingness from car companies’ and policymakers’ viewpoints. In practical situations, this article offers valuable insights for stakeholders related to the used EV industry, providing a critical reference for advancing sustainable mobility.
... Consumers get hedonistic value from interactions and activities while they watch live streaming, it improves the shopping experience and psychological intimacy between streamer and customer, thus creating closeness between customer and streamer. In addition, it can encourage greater confidence in the ability, charm, and character of the streamer in providing services and growing confidence to the customer (Zhang et al., 2024). At the same time, streamer creates a new way to display products, which can affect customer emotions and feelings, build confidence in the product and encourage purchasing behaviour (Wu & Huang, 2023). ...
... Nevertheless, hedonic value exerts no discernible influence and is not statistically significant with respect to trust in the seller. This result is at odds with the findings of Zhang et al., (2024) which suggest that streamers can foster customer trust, thereby becoming a driver of greater trust in the ability, charm, and character of streamers to provide services and foster trust in customers. However, streamers have also been observed to employ novel methods of displaying products, which have the potential to influence customers' feelings and emotions, increase trust in products, and encourage purchasing behavior (Wu & Huang, 2023). ...
With videos being broadcast in real time, live streaming services are increasingly popular in Indonesia, and many merchants have used them as a way to increase their sales. This study proposes a complete framework to examine the relationship between customer perceived value of live streaming, customer trust, and engagement based on literature in retail, adoption behavior, and e-commerce. The research method uses a quantitative approach with a survey method that results in 200 samples that have been distributed in Indonesia. This research was analyzed using PLS-SEM. The results showed that customer trust related to utilitarian value has a positive effect on live streaming. However, on hedonic values, the role of live streaming on customer trust only affects product trust, not their trust in the seller. The results of research related to customer engagement found that the role of live streaming can create utilitarian value and hedonic value, thus impacting customer trust and generating customer engagement in the process. However, this customer engagement only has a significant impact on customer trust in the seller, not with customer trust in the product. Implications of the results of this study. The implication results of this study provide insight into how e-commerce sellers can implement live streaming technology that attracts and retains customers. In addition to the function of live streaming, sellers should carefully design the atmosphere so that customers feel the utilitarian and hedonic values of shopping through live streaming, and in turn can affect customer demand.
