ArticleBehavioral sciences (Basel, Switzerland)2024
Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality.
Article in Behavioral sciences (Basel, Switzerland), 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
2 citing papers in PubMed.
- Article
- Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with Virtual Streamers.Behavioral sciences (Basel, Switzerland) · 2024Article
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Authors and funding
3 authors.
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Abstract
Social commerce blurs the boundary between online social interaction and online shopping. The emergence of video streams introduces novel marketing modalities to social commerce. However, there is a paucity of comprehensive studies investigating the impact of emerging marketing techniques such as short videos and live streaming on consumer purchase intention. This study employs Bourdieu's conceptual framework to construct a Field Theory-based model, investigating the impact of atmospheric and capital characteristics of social commerce platforms on consumer purchase intention through affective and rational pathways, respectively. A survey involving 515 Chinese social commerce consumers demonstrates that atmospheric characteristics (emotion and social presence) and capital characteristics (information quality and quantity) in video streams enhance similarity and power. Both similarity and power are associated with an increase in consumer purchase intention. This study validates the dual-path influence of social commerce characteristics and discusses theoretical and managerial implications.
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