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Cited by 104Consumer Behavior in Brand Consumption and IdentificationConsumer Retail Behavior StudiesDigital Marketing and Social Media

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The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

Yu, Fan, Zheng, Ran·2022·Asia Pacific Journal of Marketing and Logistics
DOI 10.1108/apjml-08-2021-0564
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Abstract

Purpose Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon. Design/methodology/approach In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically. Findings The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention. Originality/value In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.

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Metadata

Authors
Yu, F., & Zheng, R.
Affiliations
Wuhan University (CN)
ORCID
Venue
Asia Pacific Journal of Marketing and Logistics
Publisher
Emerald
Published
2021-10-05
Volume
34
Issue
6
Pages
1303-1323
ISSN
1355-5855 (ISSN-L)
DOI
10.1108/apjml-08-2021-0564
OpenAlex
W3202831300
Cited by
104
References
4
Citations by year
2026: 11 · 2025: 30 · 2024: 25 · 2023: 28 · 2022: 10
FWCI
14.48
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Asia Pacific Journal of Marketing and Logistics (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords
live streaming shopping, luxury goods, customer engagement, purchase intention, perceived value theory, financial value, functional value, personal values, social values, Chinese consumers

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