The influence of online celebrity live streaming e-commerce on consumers’ purchase intention

Detalhes bibliográficos
Autor(a) principal: Ziru Hong
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/26594
Resumo: Live streaming e-commerce has exploded in China as a result of the videoization of social networks,becoming an increasingly important marketing tool, where the streamers are frequently Internet celebrities. Previous research has looked at the aspects that influence customers' purchase intentions in live streaming e-commerce. In this study, variables are summarized by combining live streaming features and the celebrity effect of Internet celebrities, and hypotheses are suggested using the SOR model. The goal is to investigate what factors influence consumers' purchase intentions when they watch Internet celebrities in live streaming e-commerce. This study distributed surveys, collected 305 valid questionnaires, and then utilized the tools SPSS.26 and SmartPLS 4.0 to estimate the model. The results demonstrate that the Internet celebrity's interactions, promotion discount, and attractiveness have a significant impact on customers’ purchase intention, with Social Presence and Emotions acting as mediator in the internet celebrity live streaming e-commerce. Finally, towards the end of the work, the theoretical contribution, practical implications, limitations, and future research suggestions are summarized. This study examines the influencing elements of live streaming e-commerce on customers' buy intentions from the standpoint of online celebrity mixed with live streaming, however it does not examine the moderating influence of different commodity categories.
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spelling The influence of online celebrity live streaming e-commerce on consumers’ purchase intentionLive streaming e-commerceInternet celebrityConsumer purchase intentionSOR modelE-commerce de streaming ao vivoCelebridade na internetIntenção de compra do consumidorModelo SORLive streaming e-commerce has exploded in China as a result of the videoization of social networks,becoming an increasingly important marketing tool, where the streamers are frequently Internet celebrities. Previous research has looked at the aspects that influence customers' purchase intentions in live streaming e-commerce. In this study, variables are summarized by combining live streaming features and the celebrity effect of Internet celebrities, and hypotheses are suggested using the SOR model. The goal is to investigate what factors influence consumers' purchase intentions when they watch Internet celebrities in live streaming e-commerce. This study distributed surveys, collected 305 valid questionnaires, and then utilized the tools SPSS.26 and SmartPLS 4.0 to estimate the model. The results demonstrate that the Internet celebrity's interactions, promotion discount, and attractiveness have a significant impact on customers’ purchase intention, with Social Presence and Emotions acting as mediator in the internet celebrity live streaming e-commerce. Finally, towards the end of the work, the theoretical contribution, practical implications, limitations, and future research suggestions are summarized. This study examines the influencing elements of live streaming e-commerce on customers' buy intentions from the standpoint of online celebrity mixed with live streaming, however it does not examine the moderating influence of different commodity categories.Com a visualização de videos colocados nas redes sociais por celebridades, o e-commerce de streaming ao vivo explodiu na China, tornando-se um canal de marketing cada vez mais importante., e os streamers são frequentemente celebridades da internet. Pesquisas anteriores analisaram os aspectos que influenciam as intenções de compra dos clientes no comércio eletrônico de transmissão ao vivo. O objetivo desta disseratção é investigar que factores influenciam a intenção de compra dos consumidores quando assistem aos videos das celebridades na internet. Neste estudo, as variáveis são resumidas combinando recursos de transmissão ao vivo e o efeito celebridade de celebridades da Internet, e hipóteses são sugeridas usando o modelo SOR. Foram considerados 305 questionários válidos, e então usa as ferramentas SPSS.26 e SmartPLS 4.0 para estimar o modelo. Os resultados demonstram que as interações da celebridade da internet, o desconto promocional e a atratividade têm um impacto significativo na intenção de compra dos clientes, com Presença Social e Emoções atuando como mediador no e-commerce de celebridades da internet ao vivo. Por fim, ao final do trabalho, são sumarizadas a contribuição teórica, implicações práticas, limitações e sugestões de pesquisas futuras.2022-12-09T14:58:10Z2022-11-24T00:00:00Z2022-11-242022-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/26594TID:203111591engZiru Honginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:22:59Zoai:repositorio.iscte-iul.pt:10071/26594Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:10:34.103608Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
title The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
spellingShingle The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
Ziru Hong
Live streaming e-commerce
Internet celebrity
Consumer purchase intention
SOR model
E-commerce de streaming ao vivo
Celebridade na internet
Intenção de compra do consumidor
Modelo SOR
title_short The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
title_full The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
title_fullStr The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
title_full_unstemmed The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
title_sort The influence of online celebrity live streaming e-commerce on consumers’ purchase intention
author Ziru Hong
author_facet Ziru Hong
author_role author
dc.contributor.author.fl_str_mv Ziru Hong
dc.subject.por.fl_str_mv Live streaming e-commerce
Internet celebrity
Consumer purchase intention
SOR model
E-commerce de streaming ao vivo
Celebridade na internet
Intenção de compra do consumidor
Modelo SOR
topic Live streaming e-commerce
Internet celebrity
Consumer purchase intention
SOR model
E-commerce de streaming ao vivo
Celebridade na internet
Intenção de compra do consumidor
Modelo SOR
description Live streaming e-commerce has exploded in China as a result of the videoization of social networks,becoming an increasingly important marketing tool, where the streamers are frequently Internet celebrities. Previous research has looked at the aspects that influence customers' purchase intentions in live streaming e-commerce. In this study, variables are summarized by combining live streaming features and the celebrity effect of Internet celebrities, and hypotheses are suggested using the SOR model. The goal is to investigate what factors influence consumers' purchase intentions when they watch Internet celebrities in live streaming e-commerce. This study distributed surveys, collected 305 valid questionnaires, and then utilized the tools SPSS.26 and SmartPLS 4.0 to estimate the model. The results demonstrate that the Internet celebrity's interactions, promotion discount, and attractiveness have a significant impact on customers’ purchase intention, with Social Presence and Emotions acting as mediator in the internet celebrity live streaming e-commerce. Finally, towards the end of the work, the theoretical contribution, practical implications, limitations, and future research suggestions are summarized. This study examines the influencing elements of live streaming e-commerce on customers' buy intentions from the standpoint of online celebrity mixed with live streaming, however it does not examine the moderating influence of different commodity categories.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-09T14:58:10Z
2022-11-24T00:00:00Z
2022-11-24
2022-10
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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