感知交互性如何影响消费者在直播商业中的购物意图:沉浸、用户满足和产品参与的角色

IF 9.6 2区 管理学 Q1 BUSINESS
Eunsin Joo, Jing Yang
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引用次数: 3

摘要

目的本研究探讨了直播商务中感知的互动效应如何影响消费者在直播商务中的购物意愿。作者特别研究了沉浸感和享乐/功利满足的中介作用,以及产品参与在识别边界条件中的调节作用。设计/方法/方法通过在线众包平台Prolific.co在美国消费者中进行了一项基于场景的在线调查。最终样本包括187名受访者(男性,63.1%;高加索人,61.5%)。结果表明,感知互动显著影响消费者的购物意愿。消费者的沉浸感和享乐/功利满足感被认为是感知互动和消费者购物意图之间的一系列中介。研究还发现,在直播商务中,个人的产品参与调节了感知互动对消费者购物意愿的一系列影响。独创性/价值这项研究提供了经验证据,表明感知互动在直播商业中创造有效的沉浸式媒体体验方面发挥着重要作用,这通过感知的功利和享乐满足进一步促进了更高的购物意愿。研究还发现,不同程度的产品参与可能会产生不同的影响。提供了管理含义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement
PurposeThis study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well as the moderating role of product involvement in identifying the boundary conditions.Design/methodology/approachA scenario-based online survey was conducted among American consumers via Prolific.co, an online crowdsourcing platform. The final sample included 187 respondents (male, 63.1 per cent; Caucasian, 61.5 per cent).FindingsThe results indicate that perceived interactivity significantly influenced consumers' shopping intentions. Consumers' sense of immersion and hedonic/utilitarian gratification were identified as serial mediators between perceived interactivity and consumers' shopping intentions. It was also found that individuals' product involvement moderated the serial effects of perceived interactivity on consumers' shopping intentions in live stream commerce.Originality/valueThis study provides empirical evidence that perceived interactivity plays an important role in creating an effectively immersive media experience in live stream commerce, which further contributes to higher shopping intentions via perceived utilitarian and hedonic gratifications. It was also found that varying levels of product involvement can have differing effects. Managerial implications are provided.
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来源期刊
CiteScore
17.80
自引率
17.10%
发文量
31
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.
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