Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.11861/7945
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Dr. LAW Chui Chui, Monica | en_US |
dc.contributor.author | Dr. NG Chi Ho, Mark | en_US |
dc.contributor.author | Dr. LAM Che Fai, Lubanski | en_US |
dc.contributor.author | Dr. CUI Xiling, Celine | en_US |
dc.date.accessioned | 2023-06-19T02:01:53Z | - |
dc.date.available | 2023-06-19T02:01:53Z | - |
dc.date.issued | 2023 | - |
dc.identifier.citation | Advances in digital marketing and ecommerce: fourth international conference, 2023 (pp. 53-61). | en_US |
dc.identifier.isbn | 978-3-031-31836-8 | - |
dc.identifier.uri | http://hdl.handle.net/20.500.11861/7945 | - |
dc.description.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. | en_US |
dc.language.iso | en | en_US |
dc.title | Assessing streamer attributes: the role of trust in purchase intention for live e-commerce | en_US |
dc.type | Conference Paper | en_US |
dc.relation.conference | Advances in Digital Marketing and eCommerce: Fourth International Conference 2023 | en_US |
dc.identifier.doi | 10.1007/978-3-031-31836-8_7 | - |
item.fulltext | No Fulltext | - |
crisitem.author.dept | Department of Business Administration | - |
crisitem.author.dept | Department of Business Administration | - |
crisitem.author.dept | Department of Business Administration | - |
crisitem.author.dept | Department of Business Administration | - |
Appears in Collections: | Business Administration - Publication |
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