Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.11861/7945
Title: | Assessing streamer attributes: the role of trust in purchase intention for live e-commerce |
Authors: | Dr. LAW Chui Chui, Monica Dr. NG Chi Ho, Mark Dr. LAM Che Fai, Lubanski Dr. CUI Xiling, Celine |
Issue Date: | 2023 |
Source: | Advances in digital marketing and ecommerce: fourth international conference, 2023 (pp. 53-61). |
Conference: | Advances in Digital Marketing and eCommerce: Fourth International Conference 2023 |
Abstract: | This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each attribute conveys specific signals to consumers. Results obtained from a survey of 453 respondents for live e-commerce in Hong Kong and analysed with a structural equation model indicate that attractiveness, parasocial interaction and responsiveness have significant positive relationships and are fully mediated by trust, whereas trust has a significant positive relationship with purchase intention. However, creativity is neither related nor mediated with trust but has a positive direct relationship with purchase intention. This research contributes to live-streaming e-commerce literature to provide further understanding of the impacts of different streamer attributes on trust and purchase intention. It also provides significant implications for marketers to review current live e-commerce strategies and adopt improved strategies for selecting and cooperating with streamers. |
Type: | Conference Paper |
URI: | http://hdl.handle.net/20.500.11861/7945 |
ISBN: | 978-3-031-31836-8 |
DOI: | 10.1007/978-3-031-31836-8_7 |
Appears in Collections: | Business Administration - Publication |
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