Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention

Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention

E-commerce live streaming has become a lucrative global industry. As the main carrier to convey information in live broadcasting, user-generated content (UGC)—and especially bullet screens—are crucial in influencing users’ purchase intentions. However, the influence of bullet screens’ multidimension...

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Bibliographic Details
Main Authors: Nan Zhang, Wen Hu
Format: Article
Language:English
Published: MDPI AG 2024-08-01
Series:Behavioral Sciences
Subjects:
live streaming marketing
user-generated content
emotions
psychological ownership
communicative presence
consumer behavior
Online Access:https://www.mdpi.com/2076-328X/14/8/696

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https://www.mdpi.com/2076-328X/14/8/696

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