How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ over...

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Autores principales:	Jia Guo, Yu Li, Yujing Xu, Kai Zeng
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	live streaming shopping cross-border e-commerce consumers’ purchase intention saving money SOR theory Psychology BF1-990
Acceso en línea:	https://doaj.org/article/905b7885e8534edf85470017370f8667
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spelling	oai:doaj.org-article:905b7885e8534edf85470017370f86672021-11-04T08:25:04ZHow Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory1664-107810.3389/fpsyg.2021.767876https://doaj.org/article/905b7885e8534edf85470017370f86672021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.767876/fullhttps://doaj.org/toc/1664-1078Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.Jia GuoYu LiYujing XuKai ZengFrontiers Media S.A.articlelive streaming shoppingcross-border e-commerceconsumers’ purchase intentionsaving moneySOR theoryPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	live streaming shopping cross-border e-commerce consumers’ purchase intention saving money SOR theory Psychology BF1-990
spellingShingle	live streaming shopping cross-border e-commerce consumers’ purchase intention saving money SOR theory Psychology BF1-990 Jia Guo Yu Li Yujing Xu Kai Zeng How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
description	Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.
format	article
author	Jia Guo Yu Li Yujing Xu Kai Zeng
author_facet	Jia Guo Yu Li Yujing Xu Kai Zeng
author_sort	Jia Guo
title	How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
title_short	How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
title_full	How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
title_fullStr	How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
title_full_unstemmed	How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory
title_sort	how live streaming features impact consumers’ purchase intention in the context of cross-border e-commerce? a research based on sor theory
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/905b7885e8534edf85470017370f8667
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How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

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