The influence of perceived streamer characteristics and product characteristics on consumer behavior inertia in livestreaming contexts

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-21 DOI:10.1108/apjml-01-2024-0008
Chunlin Yuan, Yajing Yin, Zeran Zhang, Shuman Wang, Hakil Moon
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Abstract

Purpose

This study aims to develop a chain-mediated model to examine how streamer and product characteristics influence consumer behavior inertia (CBI) based on an extended cognitive-affective-conative (CAC) perspective.

Design/methodology/approach

This study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model.

Findings

Streamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer (product) attractiveness and shopping experience memory have a chain mediating effect between the streamer (product) characteristics and CBI.

Originality/value

Theoretically, the study demonstrates the critical role of attractiveness and shopping experience memory in the formation of consumer inertia and complements current explanations of consumer continuance of buying through livestreaming. From a managerial standpoint, the findings provide guidelines for enterprises carrying out livestreaming business on how to improve inertia to realize a stable profit source.

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感知到的流媒体特征和产品特征对直播语境下消费者行为惯性的影响
目的本研究旨在基于扩展的认知-情感-行为(CAC)视角,建立一个链式中介模型,以研究流媒体和产品特征如何影响消费者行为惯性(CBI)。研究结果流媒体(产品)吸引力在流媒体(产品)特征和购物体验记忆之间起到中介作用。原创性/价值从理论上讲,该研究证明了吸引力和购物体验记忆在消费者惰性形成过程中的关键作用,并补充了目前关于消费者通过直播持续购买的解释。从管理角度看,研究结果为开展直播业务的企业如何提高惯性以实现稳定的利润来源提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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