Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators.

IF 2.3 4区管理学 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE Information Technology & Management Pub Date : 2022-09-21 DOI:10.1007/s10799-022-00375-7

Dawei Liu, Jinyang Yu

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Abstract

As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally. However, little theoretical research has been conducted to understand the role of streamers and products in live streaming commerce. Thus, in this study, to examine consumers' perceived diagnosticity and purchase intention, we adopt a 2 (streamer type) × 2 (product type) × 2 (brand awareness) experimental design and conduct a field experiment at a university in southern China, drawing on stimulus-organism-response (SOR) theory. Our results indicate that when a product is recommended by an influential streamer during an e-commerce live stream or has high brand awareness, consumers perceive a high level of diagnosticity, which improves their purchase intention. However, we find no significant effect of product type on the perceived diagnosticity of viewers watching e-commerce live streams. We also discuss the implications of our findings for both theory and practice.

Supplementary information: The online version contains supplementary material available at 10.1007/s10799-022-00375-7.

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感知到的诊断性对直播流和消费者购买意向的影响：作为调节因素的流媒体类型、产品类型和品牌认知度。

作为电子商务市场的一项商业创新，使用直播流促进销售已成为全球主要电子商务平台上网络零售商的一项重要战略。然而，目前还很少有理论研究来了解流媒体和产品在直播商务中的作用。因此，在本研究中，为了考察消费者的感知诊断性和购买意向，我们采用了 2（直播者类型）×2（产品类型）×2（品牌知名度）的实验设计，并借鉴刺激-有机体-反应（SOR）理论，在中国南方某大学进行了实地实验。实验结果表明，当产品在电商直播中被有影响力的直播者推荐或具有较高的品牌知名度时，消费者会感知到较高的诊断性，从而提高其购买意向。然而，我们发现产品类型对观看电商直播的观众感知的诊断性没有明显影响。我们还讨论了我们的发现对理论和实践的影响：在线版本包含补充材料，可查阅 10.1007/s10799-022-00375-7。

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来源期刊

Information Technology & Management Multiple-

CiteScore

4.50

自引率

4.20%

发文量

期刊介绍： Changes in the hardware, software and telecommunication technologies play a major role in the way our society is evolving. During the last decade, the rate of change in information technology has increased. Indeed it is clear that we are now entering an era where explosive change in telecommunication technology combined with ever increasing computing power will lead to profound changes in information systems that support our organizations. These changes will affect the way our organizations function, will lead to new business opportunities and will create a need for new non-profit organizations. Governments and international organizations do and will have to scramble to create policies and laws for control of public goods and services such as airwaves and public networks. Educational institutions will continue to change the content of educational materials they deliver to include new knowledge and skills. In addition these institutions will change the delivery mechanisms for disseminating these materials. By definition, information technology is very wide. There are a number of journals that address different technologies such as databases, knowledge bases, multimedia, group-ware, telecommunications, etc. This current trend is understandable because these technologies are indeed complex and often have a multitude of technical issues requiring in-depth study. On the other hand, business solutions almost always require integration of a number of these technologies. Therefore it is important to have a journal where the readers will be exposed not only to different technologies but also to their impact on information system design, functionality, operations and management. It should be emphasized that information systems include not only machines but also humans; therefore, the journal will be an outlet for studies dealing with man/machine interface, human factors and organizational issues. Furthermore, managerial issues arising from and dealing with managem ent of information technology and systems including strategic issues are included in the domain of coverage. The topics of coverage will include but will not be limited to the following list: Managing with Information Technology;Management of Information Technology and Systems;Introduction and Diffusion of IT;Strategic Impact of IT;Economics of IS and IT;New Information Technologies and Their Impact on Organizations;Human Factors in Information Systems;Man/Machine Interface, GUI;IS and Organizational Research Issues;Graphical Problem Solving;Multimedia Applications;Knowledge Acquisition and Representation;Knowledge Bases;Data Modeling;Database Management Systems;Data Mining;Model Management Systems;Systems Analysis, Design and Development; Case Technologies;Object Oriented Design Methodologies;System Design Methodologies;System Development Environments;Performance Modeling and Analysis; Software Engineering;Artificial Intelligence Applications to Organizational/Business Problems;Expert Systems;Decision Support Systems;Machine Learning;Neural Network Applications;Meta-Heuristics and Business Problem Solving;Distributed Computer Systems, Legacy Systems, Client - Server Computing;End User Computing;Information Systems for Virtual Organizations;IS and IT for Business Process Re-engineering;IS for Total Quality Control;IS for Supporting Team Work;Negotiation Support Systems;Group Decision Support Systems;EDI;Internet/WWW Applications;Telecommunication Networks;IT and International Information Systems;Security in Networks and Systems;Public Policy Issues dealing with Telecommunica tion;Networks and Airways;IS and IT Training;GIS;IS and IT Applications, e.g., in logistics, marketing, accounting, finance and operations. Officially cited as: Inf Technol Manag