Factors influencing behavioral intentions in livestream shopping: A cross-cultural study

This study aimed to clarify two research questions: (1) How do perceptions of livestream shopping differ between users and non-users across the United States (US), China, and Japan? and (2) Among American, Chinese, and Japanese users, how do personal traits influence perceived social presence and attitudes toward livestream shopping, and how do social presence and attitudes influence behavioral intentions toward livestream shopping? A three-country online survey was conducted in 2023. For Research Question 1, regarding perceptions of stimulating purchases, facilitating communication, and improving personal quality of life, American non-users (N = 480) were significantly more positive than Japanese non-users (N = 572); regarding improving personal quality of life and societal benefits, Chinese users (N = 563) were significantly more positive than American users (N = 290). Results for Research Question 2 showed commonalities and differences between the US and China. Both countries showed positive effects of interpersonal orientation and trust in streamers on social presence, of change seeking and social presence on utilitarian attitudes, and of anticipated regret and social presence on hedonic attitudes. Main differences included the stronger influence of general online trust on utilitarian attitudes in the US versus the stronger influence of trust in streamers on both utilitarian and hedonic attitudes in China.