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

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Liu, Dawei, Yu, Jinyang·2024·Information Technology and Management
DOI 10.1007/s10799-022-00375-7PMC PMC9489479
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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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Metadata

Authors
Liu, D., & Yu, J.
Affiliations
  • Ningbo University of Finance & Economics (CN)
  • Hangzhou Dianzi University (CN)
Corresponding author
Yu, Jinyang
ORCID
Venue
Information Technology and Management
Publisher
Springer Science and Business Media LLC
Published
2022-09-21
Volume
25
Issue
3
Pages
219-232
ISSN
  • 1385-951X (ISSN-L)
  • 1573-7667
DOI
10.1007/s10799-022-00375-7
PMC
PMC9489479
OpenAlex
W4296961640
Cited by
96
References
7
Citations by year
2026: 35 · 2025: 27 · 2024: 24 · 2023: 9 · 2022: 1
FWCI
21.94
Type
journal article
Language
en
Open access
Licence
Locations
  • Information Technology and Management (publishedVersion)
  • PubMed Central (publishedVersion)
  • PubMed (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
Natural Science Foundation of Zhejiang Province (LY19G020014)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Keywords
live streaming e-commerce, perceived diagnosticity, purchase intention, product type, brand awareness, stimulus-organism-response model, e-commerce, consumer behavior, influencer recommendations

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