The influence of the interaction between platform types and consumer types on the purchase intention of live streaming
Under the background of the rapid development of live streaming shopping industry, diversified live streaming platforms have emerged one after another. This study aims to explore the interaction effect of platform types (live streaming embedded in e-commerce platforms/LSEEC vs. e-commerce integrated...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-11-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1056230/full |
| _version_ | 1811186890289709056 |
|---|---|
| author | Ying Xie Kai Du Peng Gao |
| author_facet | Ying Xie Kai Du Peng Gao |
| author_sort | Ying Xie |
| collection | DOAJ |
| description | Under the background of the rapid development of live streaming shopping industry, diversified live streaming platforms have emerged one after another. This study aims to explore the interaction effect of platform types (live streaming embedded in e-commerce platforms/LSEEC vs. e-commerce integrated into live streaming platforms/ECILS) and consumer types (goal-driven consumers vs. recreational consumers) on purchase intention. To verify the effect, this study firstly conducted a laboratory experiment (Study 1), and then carried out a questionnaire survey through the Internet (Study 2). The results indicate that the interaction effect of platform types and consumer types exists (Study 1) and thinking patterns play a mediating role (Study 2): for goal-driven consumers, LSEEC platforms are more likely to stimulate their rational thinking and enhance their purchase intention; for recreational consumers, ECILS platforms are more likely to stimulate their emotional thinking and enhance their purchase intention. The findings expand the depth of research related to live streaming platforms, deepen the understanding of the thinking patterns in live streaming shopping decision-making, and have certain guiding significance for the strategic formulation of enterprises. |
| first_indexed | 2024-04-11T13:52:56Z |
| format | Article |
| id | doaj.art-8d53e6fc32024aceb20a939847eb1e25 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-11T13:52:56Z |
| publishDate | 2022-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-8d53e6fc32024aceb20a939847eb1e252022-12-22T04:20:28ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-11-011310.3389/fpsyg.2022.10562301056230The influence of the interaction between platform types and consumer types on the purchase intention of live streamingYing XieKai DuPeng GaoUnder the background of the rapid development of live streaming shopping industry, diversified live streaming platforms have emerged one after another. This study aims to explore the interaction effect of platform types (live streaming embedded in e-commerce platforms/LSEEC vs. e-commerce integrated into live streaming platforms/ECILS) and consumer types (goal-driven consumers vs. recreational consumers) on purchase intention. To verify the effect, this study firstly conducted a laboratory experiment (Study 1), and then carried out a questionnaire survey through the Internet (Study 2). The results indicate that the interaction effect of platform types and consumer types exists (Study 1) and thinking patterns play a mediating role (Study 2): for goal-driven consumers, LSEEC platforms are more likely to stimulate their rational thinking and enhance their purchase intention; for recreational consumers, ECILS platforms are more likely to stimulate their emotional thinking and enhance their purchase intention. The findings expand the depth of research related to live streaming platforms, deepen the understanding of the thinking patterns in live streaming shopping decision-making, and have certain guiding significance for the strategic formulation of enterprises.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1056230/fullplatform typesconsumer typesrational thinkingemotional thinkinglive streaming shopping |
| spellingShingle | Ying Xie Kai Du Peng Gao The influence of the interaction between platform types and consumer types on the purchase intention of live streaming Frontiers in Psychology platform types consumer types rational thinking emotional thinking live streaming shopping |
| title | The influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| title_full | The influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| title_fullStr | The influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| title_full_unstemmed | The influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| title_short | The influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| title_sort | influence of the interaction between platform types and consumer types on the purchase intention of live streaming |
| topic | platform types consumer types rational thinking emotional thinking live streaming shopping |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1056230/full |
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