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ABSTRACT
E-retailers are embracing new digital marketing strategies to provide more authentic information to their customers. This research examines the impact of live video streaming (LVS), defined as broadcasts in real time to an audience over the Internet for business-to-consumer and business-to-business communication. Although LVS has been adopted as a marketing strategy by e-retailers, its effect on customers’ online purchase intention remains unknown. Drawing on construal level theory, this study empirically examines the impact of LVS on customers’ online purchase intention considering psychological distance and perceived uncertainty. We test the research framework with the aid of a quasi-experiment using secondary data collected from Taobao.com, the largest online trading platform in China, and two experimental designs. The presented results indicate that the LVS strategy can improve customers’ online purchase intention by reducing psychological distance and perceived uncertainty. In addition, product type moderates the impact of LVS on perceived uncertainty. This paper finally provides some of the practical and managerial implications of our findings.
摘要
本研究探讨直播对消费者在线购买意愿的影响。直播是企业与企业之间以及企业与消费者之间通过互联网进行的实时通信。虽然一些电子零售商已经将直播作为营销策略，但直播对消费者在线购买意愿的影响仍然是未知的。根据解释水平理论，本研究考虑心理距离和感知不确定性作为中介来探讨直播的影响。通过在中国最大的在线交易平台—淘宝网进行客观数据的收集和分析，本研究利用准实验以及两个实验设计来进行了假设检验。结果显示，直播通过减少心理距离和感知不确定性来提高消费者的在线购买意愿。此外，产品类型会调节直播对感知不确定性的负向影响。
Acknowledgement
This paper was supported by the National Natural Science Foundation of China (NSFC) (grant Nos. 71572122, 71702126) and China Scholarship Council (grant number 201706255048).
Disclosure statement
No potential conflict of interest was reported by the authors.
Declaration of interest
This manuscript has not been published or presented elsewhere in part or in entirety and is not under consideration by another journal. We have read and understood your journal’s policies, and we believe that neither the manuscript nor the study violates any of these. There are no conflicts of interest to declare.