Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions
Purchase intentions are a strong source of increasing profits and sales. Due to increased social media trends and usage, live streaming has become a significant way to sell products online. This study aims to investigate the relationship between usefulness and ease of use of live streaming with purc...
| Main Authors: | , , , |
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| Format: | Article |
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Springer
2022
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| _version_ | 1796984142201618432 |
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| author | Xie, Qing Bali Mahomed, Anuar Shah Mohamed, Rosmah Subramaniam, Anusuiya |
| author_facet | Xie, Qing Bali Mahomed, Anuar Shah Mohamed, Rosmah Subramaniam, Anusuiya |
| author_sort | Xie, Qing |
| collection | UPM |
| description | Purchase intentions are a strong source of increasing profits and sales. Due to increased social media trends and usage, live streaming has become a significant way to sell products online. This study aims to investigate the relationship between usefulness and ease of use of live streaming with purchase intentions. Additionally, this study considered two potential mediators as affective trust and cognitive trust between ease of use and usefulness of living stream and purchase intention in Chinese settings. Affective trust stood as a potential full mediator, and cognitive trust partially mediated the linkage. Additionally, a serially mediated linkage was also confirmed. The authors used PLS-SEM analysis to estimate the two-stage analysis based on conformality analysis and structural model assessment for effects. Findings from SEM analysis confirmed the positive predictive power of ease of use and usefulness toward purchase intentions in China. These findings are very useful for policymakers, sales managers, and marketing managers to improve sales and revenue. Additionally, marketing strategy makers can launch a successful sales campaign through the live stream. Scholars are encouraged to apply the current model in other cultural contexts for future research. |
| first_indexed | 2024-03-06T11:16:19Z |
| format | Article |
| id | upm.eprints-101979 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-03-06T11:16:19Z |
| publishDate | 2022 |
| publisher | Springer |
| record_format | dspace |
| spelling | upm.eprints-1019792023-06-08T03:11:47Z http://psasir.upm.edu.my/id/eprint/101979/ Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions Xie, Qing Bali Mahomed, Anuar Shah Mohamed, Rosmah Subramaniam, Anusuiya Purchase intentions are a strong source of increasing profits and sales. Due to increased social media trends and usage, live streaming has become a significant way to sell products online. This study aims to investigate the relationship between usefulness and ease of use of live streaming with purchase intentions. Additionally, this study considered two potential mediators as affective trust and cognitive trust between ease of use and usefulness of living stream and purchase intention in Chinese settings. Affective trust stood as a potential full mediator, and cognitive trust partially mediated the linkage. Additionally, a serially mediated linkage was also confirmed. The authors used PLS-SEM analysis to estimate the two-stage analysis based on conformality analysis and structural model assessment for effects. Findings from SEM analysis confirmed the positive predictive power of ease of use and usefulness toward purchase intentions in China. These findings are very useful for policymakers, sales managers, and marketing managers to improve sales and revenue. Additionally, marketing strategy makers can launch a successful sales campaign through the live stream. Scholars are encouraged to apply the current model in other cultural contexts for future research. Springer 2022-09-21 Article PeerReviewed Xie, Qing and Bali Mahomed, Anuar Shah and Mohamed, Rosmah and Subramaniam, Anusuiya (2022) Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions. Current Psychology. ISSN 1046-1310; ESSN: 1936-4733 https://link.springer.com/article/10.1007/s12144-022-03698-4 10.1007/s12144-022-03698-4 |
| spellingShingle | Xie, Qing Bali Mahomed, Anuar Shah Mohamed, Rosmah Subramaniam, Anusuiya Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title | Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title_full | Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title_fullStr | Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title_full_unstemmed | Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title_short | Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
| title_sort | investigating the relationship between usefulness and ease of use of living streaming with purchase intentions |
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