Zerong Wang , Zeen Wang , Denisa Rinprasertmeechai , Saechoen Worawan
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引用次数: 0
Abstract
This research aims to investigate the comprehensive mechanism of streamers' attractiveness on consumer purchases in diverse cultural contexts. We confirmed the cultural differences between Douyin's and Tiktok shop's users through a pre-survey, and then collected live video data and viewer behavioral data from the two platforms. Based on the elaboration likelihood model framework, this research reveals that both appearance attractiveness and abilities attractiveness have positive effects on purchase behavior. Intriguingly, two types of attractiveness exhibit a substitutive relationship in Eastern cultural group, whereas they are complementary in Western cultures. Findings highlighted the complex impacts of streamers' attractiveness on consumer purchases, emphasizing the importance of cross-cultural analysis to comprehend consumer behavior in digital retail.
期刊介绍：
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.
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