scholarly journals An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 324
Author(s):  
Haijian Wang ◽  
Jianyi Ding ◽  
Umair Akram ◽  
Xialei Yue ◽  
Yitao Chen
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Focus Of Attention ◽  
Equation Modeling ◽  
Flow Experience ◽  
Live Broadcast ◽  
Modeling Data ◽  
The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

scholarly journals An Empirical Research on Factors Influencing Purchase Intention of Mobile Shopping

2018 ◽  
Vol 1 (6) ◽  
pp. 115
Author(s):  
Luo Yong ◽  
Li Shenghua
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Factor Model ◽  
Influencing Factor ◽  
Perceived Value ◽  
Equation Modeling ◽  
Flow Experience ◽  
Font Size ◽  
Mobile Shopping ◽  
The Impact

<p><span style="font-size: xx-small;">Based on the theory of Flow experience, this thesis combines the theory of perceived value with the theory of customer innovation, and constructs </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">the influencing factor model of Smartphone users’ </span></span><span style="font-size: xx-small;">purchase intention. The paper aims to understand <span style="font-size: xx-small;">the impact of Flow experience in the intention </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">of mobile shopping in China. To address this, an </span></span><span style="font-size: xx-small;">empirical study with 430 subjects was carried </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">out. It collected the data by questionnaire with 5-point Likert scale, and used SPSS.22.0 and AMOS.21 to encode and analysis the data by the </span></span><span style="font-size: xx-small;">method of factor analysis, descriptive statistics </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">and structural equation modeling. The results indicate that flow experience has a significant </span></span><span style="font-size: xx-small;">positive effect on the purchase intention of </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">mobile shopping, and customer innovation has a direct effect on flow experience which in turn </span></span><span style="font-size: xx-small;">impacts purchase intention. Furthermore, this </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">study also reveals that perceived value influence mobile shopping deeply. </span></span></span></p><p><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><strong>Key words: </strong></span></span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">Mobile shopping </span></span></p>

PARTIAL LEAST SQUARE ANALYSIS OF IMPACT OF PROMOTION ON PURCHASE INTENTION CONSUMER TRUST AS MEDIATION

2021 ◽  
Vol 9 (1) ◽  
pp. 54
Author(s):  
Vivi Iswanti Nursyirwan
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Research Output ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Consumer Trust ◽  
Equation Modeling ◽  
The Impact

The purpose of this study is to assess the impact of promotion on consumer trust, the impact of promotion on consumer purchase intentions, the impact of consumer trust on purchase intentions, and the impact of promotion on purchase intentions with consumer trust as a mediating variable. This research is a case study on Shopee e-commerce, with the research population being Shopee visitors in 2019, as many as 90.7 million. Determination of the sample by purposive as many as 100 people. This study is different from several previous studies which only examined the effect of independent variables on the dependent variable. The novelty of this research is to present a mediating variable. The approach used in data analysis using Structural Equation Modeling with Partial Least Square. The research output explains that in Shopee e-commerce there is a significant positive impact at the 10% real level for promotional variables on consumer trust, as well as promotion on purchase intention, the same results are also shown for the impact of consumer trust on purchase intention, as well as on promotional variables on purchase intention with consumer trust as a mediating variable.

The Impact of Perceived Brand Globalness on Consumers Purchase Intention and the Moderating Role of Consumer Ethnocentrism An Evidence from Vietnam

2020 ◽  
Author(s):  
Ha Nam Khanh Giao
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Positive Association ◽  
Equation Modeling ◽  
Consumer Ethnocentrism ◽  
Brand Quality ◽  
The Impact ◽  
Brand Prestige

The aim of this research is to examine the effect of perceived brand globalness on consumers’ purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers’ purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderatingeffects of consumer ethnocentrism on the impacts of perceived brand globalness onconsumer’s purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers’ purchase intention.

scholarly journals The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan

2019 ◽  
Vol 7 (1) ◽  
pp. 23 ◽  
Author(s):  
Qaswa Kamran ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Positive Impact ◽  
Equation Modeling ◽  
Buying Behavior ◽  
Advertising Appeal ◽  
Home Appliance ◽  
The Impact ◽  
Consumer Buying Behavior

This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.

scholarly journals The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention

2021 ◽  
Vol 12 ◽  
Author(s):  
Weiguo Sun ◽  
Wei Gao ◽  
Ruoshi Geng
Keyword(s):  
Social Presence ◽  
Questionnaire Survey ◽  
Purchase Intention ◽  
Positive Impact ◽  
Moderating Effect ◽  
Flow Experience ◽  
Influence Model ◽  
Product Image ◽  
The Impact ◽  
The Relationship

The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers’ purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities’ image and product image as a moderator and constructs an influence model of Internet celebrities’ interactivity on consumers’ purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers’ social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers’ purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities’ image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered.

scholarly journals THE IMPACT OF THE QUALITY OF INTRINSIC AND EXTRINSIC ATTRIBUTES IN CREATING LOYALTY AND PURCHASE INTENTION

2016 ◽  
Vol 15 (2) ◽  
Author(s):  
Albari . ◽  
Sofian Dewi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Sampling Technique ◽  
Restaurant Industry ◽  
Equation Modeling ◽  
Direct And Indirect Impacts ◽  
Indirect Impacts ◽  
Two Stages ◽  
The Impact

A business organization should always strive to maintain its sustainability by creating loyalty and purchase intention towards its products. The activity is specifically required for an organization engaged in the restaurant industry. The organization needs to be aware of which product attributes are in concern to the customers when purchasing the food in a restaurant. This research was intended to measure the importance of the quality from intrinsic and extrinsic attributes of a product for the customers and its impact on the customers’ loyalty and purchase intention. The research was conducted by involving the customers of a pizza product in Yogyakarta. 116 respondents were selected using convenience sampling technique. Meanwhile, the data being obtained were analyzed by using structural equation modeling (SEM) approach and data processing program named AMOS 20.0 after going through two stages of testing, namely data validity and data reliability tests. The results showed that the intrinsic attributes quality has a direct and positive impact on the customer’s purchase intention, but there is no impact  on their loyalty. On the other hand, the extrinsic attributes quality has both direct and indirect impacts on the purchase intention through the loyalty mediator variable. The results also demonstrated the dominance of the importance of loyalty in the research model. This was indicated by the significance of direct impact or predictive total impact of loyalty towards purchase intention as compared to the impact of intrinsic and extrinsic attributes quality.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tiantian Yang ◽  
Feng Yang ◽  
Jinqi Men
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Product Information ◽  
Marketing Channel ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Content Type ◽  
Consumer Experiences ◽  
Loyalty Intentions ◽  
The Impact

PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.FindingsThe DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.Originality/valueWith the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

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