Mentor or partner: Matching effect of para-social interaction and product type on purchase intention in live-streaming commerce

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-05-01 DOI:10.1016/j.elerap.2024.101410

Rong Liu , Lulong Li , Zhihua Ding

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引用次数: 0

Abstract

Live-streaming commerce differs from traditional e-commerce by bringing consumers and sellers closer together, enhancing the perception of para-social interaction through real-time interactivity. Based on para-social interaction theory, this study proposed two types of para-social interaction: mentor-oriented and partner-oriented. And explored the impact of para-social interaction and product type on purchase intention, mediated by trust. Additionally, this research examined the moderating influence of individual construal level, in combination with the construal level theory. The results of three scenario experiments showed that mentor-oriented para-social interaction promotes purchase intention more than partner-oriented para-social interaction when purchasing utilitarian products. However, partner-oriented para-social interaction promotes purchase intention more than mentor-oriented para-social interaction in the purchase decision of hedonic products. In addition, the construal level moderates the matching impact of para-social interaction and products type on purchase intention. Studying from para-social interaction type perspective, this paper provided insights into the research of consumption behavior in the field of live-streaming commerce and marketing.

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导师还是伙伴？准社交互动和产品类型对直播商务中购买意向的匹配效应

直播商务有别于传统电子商务，它拉近了消费者与卖家之间的距离，通过实时互动增强了准社会互动感知。基于准社会互动理论，本研究提出了两种类型的准社会互动：导师导向型和伙伴导向型。在信任的中介下，探讨了准社会互动和产品类型对购买意向的影响。此外，本研究还结合构念水平理论，探讨了个体构念水平的调节作用。三个情景实验的结果表明，在购买功利性产品时，导师导向的辅助社会互动比伙伴导向的辅助社会互动更能促进购买意向。然而，在购买享乐型产品时，以伙伴为导向的辅助社会互动比以导师为导向的辅助社会互动更能促进购买意向。此外，构想水平调节了辅助社会互动与产品类型对购买意向的匹配影响。本文从准社交互动类型的角度进行研究，为直播商业和营销领域的消费行为研究提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.