THESIS
2023
1 online resource (ix, 52 pages) : illustrations (chiefly color)
Abstract
Live streaming commerce has gained huge popularity by providing real-time
demonstrations of products. Although the extant literature has investigated the factors that drive
consumer engagement and purchase intention in live streaming commerce, it remains
unclear whether and how consumers behave differently in real-time versus pre-recorded live
streaming commerce shows. To address this research gap, I draw on the theory of mental
imagery to propose our research model. I conducted an eye-tracking study and a lab experiment
to test the model. The results indicated that individuals experienced a higher level of arousal
when they were watching a real-time live streaming video compared to a recorded video, which,
in turn, increased their mental imagery of consuming the product. Furthermore, I...[
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Live streaming commerce has gained huge popularity by providing real-time
demonstrations of products. Although the extant literature has investigated the factors that drive
consumer engagement and purchase intention in live streaming commerce, it remains
unclear whether and how consumers behave differently in real-time versus pre-recorded live
streaming commerce shows. To address this research gap, I draw on the theory of mental
imagery to propose our research model. I conducted an eye-tracking study and a lab experiment
to test the model. The results indicated that individuals experienced a higher level of arousal
when they were watching a real-time live streaming video compared to a recorded video, which,
in turn, increased their mental imagery of consuming the product. Furthermore, I found that the
effect of arousal on mental imagery spilled over to complementary products. Finally, I tested
the downstream effects of mental imagery on product evaluation, willingness to pay, and
purchasing behavior. The results indicated that mental imagery significantly increased
evaluation and willingness to pay for both the focal and extra products. While mental imagery
did not significantly affect purchasing behavior, it did influence consumers’ decisions by
decreasing the regret of buying and increasing the regret of not buying.
Keywords: Live Streaming Commerce, Consumer Behavior, Arousal, Mental Imagery
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