The Impact of Live Video Streaming on Chinese Consumers' Product Preference: A Construal Level Perspective

In recent years, live streaming video has become increasingly crucial to the success of retail enterprises in a competitive online business environment. Consumers can purchase any products or services through Live video streaming. However, Limited empirical research has been conducted on the filed of live video streaming and consumer product preference. Therefore, the purpose of this study is to examine the relationship between domestic brand products, foreign global brand products, and its influences on Chinese consumers' product preference through Live video streaming based on the theory of construal level and psychological distance. Online questionnaires were distributed in China using the purposive sampling technique. Respondents were selected, and they are Live video streaming users with online purchase experiences in China. Data were collected from 166 respondents and were analysed using Statistical Package for the Social Sciences (SPSS). The results show that audiences of live video streaming will feel psychologically closer and form concrete low-level mental construals. Moreover, live video streaming causes consumers to interact more with streamers and activate a concrete way of thinking, thereby generating preferences for domestic products. Finally, this article discusses the practical and managerial implications of our findings.