How technical features of virtual live shopping platforms affect purchase intention: Based on the theory of interactive media effects

IF 6.7 1区计算机科学 Q1 COMPUTER SCIENCE, ARTIFICIAL INTELLIGENCE

Decision Support Systems Pub Date : 2024-02-05 DOI:10.1016/j.dss.2024.114189

Yuan Sun , Yating Zhong , Zuopeng Zhang (Justin) , Yonggui Wang , Mengyi Zhu

{"title":"How technical features of virtual live shopping platforms affect purchase intention: Based on the theory of interactive media effects","authors":"Yuan Sun , Yating Zhong , Zuopeng Zhang (Justin) , Yonggui Wang , Mengyi Zhu","doi":"10.1016/j.dss.2024.114189","DOIUrl":null,"url":null,"abstract":"<div><p>Virtual live shopping platforms (VLSPs) are an innovative form of intelligent shopping DSS that offer brands novel opportunities to interact with customers. However, the impact of VLSPs on purchase intention and underlying mechanisms remains unexplored. Therefore, focusing on VLSPs' technical features is crucial for designing and developing their functionalities. This study addresses the research gaps by developing a theoretical model based on the theory of interactive media effects (TIME) to investigate the influence of VLSPs' technical features on customers' purchase intentions. The technical features of VLSPs are reflected in virtual streamers (anthropomorphism) and virtual live scenes (media richness) levels, respectively. Our results indicate that psychological distance plays a mediating role between anthropomorphism (full mediation) and customer engagement, as well as between media richness (partial mediation) and customer engagement in a survey of 299 VLSP users. Meanwhile, customer engagement is found to have a (full) mediating effect between psychological distance and purchase intention. Besides, we verified the chain mediating role of psychological distance and customer engagement between technical features (anthropomorphism and media richness) and purchase intention. Our research delineates effective technical improvement guidelines for practitioners in the VLSP domain. By elucidating the impact results and mechanisms of VLSPs' technical characteristics on user psychology and behavioral intention, our study offers valuable insights for those involved in VLSP development and implementation.</p></div>","PeriodicalId":55181,"journal":{"name":"Decision Support Systems","volume":null,"pages":null},"PeriodicalIF":6.7000,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Decision Support Systems","FirstCategoryId":"94","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0167923624000228","RegionNum":1,"RegionCategory":"计算机科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMPUTER SCIENCE, ARTIFICIAL INTELLIGENCE","Score":null,"Total":0}

引用次数: 0

Abstract

Virtual live shopping platforms (VLSPs) are an innovative form of intelligent shopping DSS that offer brands novel opportunities to interact with customers. However, the impact of VLSPs on purchase intention and underlying mechanisms remains unexplored. Therefore, focusing on VLSPs' technical features is crucial for designing and developing their functionalities. This study addresses the research gaps by developing a theoretical model based on the theory of interactive media effects (TIME) to investigate the influence of VLSPs' technical features on customers' purchase intentions. The technical features of VLSPs are reflected in virtual streamers (anthropomorphism) and virtual live scenes (media richness) levels, respectively. Our results indicate that psychological distance plays a mediating role between anthropomorphism (full mediation) and customer engagement, as well as between media richness (partial mediation) and customer engagement in a survey of 299 VLSP users. Meanwhile, customer engagement is found to have a (full) mediating effect between psychological distance and purchase intention. Besides, we verified the chain mediating role of psychological distance and customer engagement between technical features (anthropomorphism and media richness) and purchase intention. Our research delineates effective technical improvement guidelines for practitioners in the VLSP domain. By elucidating the impact results and mechanisms of VLSPs' technical characteristics on user psychology and behavioral intention, our study offers valuable insights for those involved in VLSP development and implementation.

查看原文本刊更多论文

虚拟现场购物平台的技术特征如何影响购买意向：基于互动媒体效应理论

虚拟现场购物平台（VLSP）是一种创新形式的智能购物直接服务系统，为品牌提供了与顾客互动的新机会。然而，虚拟现场购物平台对购买意向的影响及其内在机制仍有待探索。因此，关注 VLSP 的技术特点对于设计和开发其功能至关重要。本研究根据互动媒体效应理论（TIME）建立了一个理论模型，以探究 VLSP 的技术特征对顾客购买意向的影响，从而填补了研究空白。VLSP 的技术特征分别反映在虚拟流媒体（拟人化）和虚拟直播场景（媒体丰富度）水平上。我们的研究结果表明，在对 299 名 VLSP 用户的调查中，心理距离在拟人化（完全中介）和顾客参与度之间以及媒体丰富度（部分中介）和顾客参与度之间发挥了中介作用。同时，我们发现顾客参与在心理距离和购买意向之间具有（完全）中介效应。此外，我们还验证了心理距离和顾客参与在技术特征（拟人化和媒体丰富度）与购买意向之间的连锁中介作用。我们的研究为 VLSP 领域的从业人员提供了有效的技术改进指南。通过阐明 VLSP 技术特征对用户心理和行为意向的影响结果和机制，我们的研究为参与 VLSP 开发和实施的人员提供了有价值的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Decision Support Systems 工程技术-计算机：人工智能

CiteScore

14.70

自引率

6.70%

发文量

119

审稿时长

13 months

期刊介绍： The common thread of articles published in Decision Support Systems is their relevance to theoretical and technical issues in the support of enhanced decision making. The areas addressed may include foundations, functionality, interfaces, implementation, impacts, and evaluation of decision support systems (DSSs).

文献相关原料

公司名称	产品信息	采购帮参考价格