Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-07-15 DOI:10.1108/jrim-10-2023-0355

Zhucheng Shao

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引用次数: 0

Abstract

Purpose

The rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence. However, achieving its broader adoption necessitates a comprehensive understanding of consumers' intention to switch from conventional human streamers to virtual streamer services as alternatives. To bridge this knowledge gap, this study endeavours to introduce and substantiate an asymmetric model incorporating innovation barriers, shopping motivations and personalities, shedding light on consumers' intention to switch.

Design/methodology/approach

An online survey was conducted in the United Kingdom and analysed using a comprehensive approach that integrates Necessary Conditions Analysis (NCA), Artificial Neural Networks (ANNs) and fuzzy-set Qualitative Comparative Analysis (fsQCA).

Findings

The results unveiled six configurations of arrangements, each of them characterised by a unique combination of causation.

Originality/value

In knowledge, this study presents a significant contribution by revealing both the determinants that stimulate or hamper the desire to switch based on consumer-centric perspectives. In practice, this study is critical for helping practitioners overcome difficulties related to adoption and make educated judgements when promoting virtual streamers and developing marketing strategies in live streaming commerce.

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了解直播商业中虚拟流媒体的转换意向：创新阻力、购物动机和个性

目的在人机交互和人工智能日益普及的推动下，虚拟流媒体在流媒体直播商务中的崛起势头迅猛。然而，要使虚拟流媒体得到更广泛的应用，就必须全面了解消费者从传统的人工流媒体转向虚拟流媒体服务的意向。为了弥补这一知识空白，本研究试图引入并证实一个包含创新障碍、购物动机和个性的非对称模型，以揭示消费者的转换意图。设计/方法/方法在英国开展了一项在线调查，并采用综合必要条件分析法（NCA）、人工神经网络（ANN）和模糊集定性比较分析法（fsQCA）进行了分析。原创性/价值在知识方面，本研究基于以消费者为中心的视角，揭示了刺激或阻碍转换欲望的决定因素，做出了重大贡献。在实践中，这项研究对于帮助从业人员克服与采用相关的困难以及在推广虚拟流媒体和制定流媒体直播商业营销战略时做出明智判断至关重要。

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

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.