Konferenzbeitrag
The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China
Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer's purchase intention. Based on the Stimulus-Organism-Response (SOR) model, this study explores the effects of environmental stimuli on the consumer's perceived risk and purchase intention within a live-streaming shopping context. Through a sample of 341 valid users, we found that 1) perceived risk has a negative effect on the consumer's purchase intention; 2) the streamer's credibility partially mediates the relationship between perceived risk and purchase intention; and 3) the interactivity is positively associated with purchase intention. These results provide possible insights into how environmental stimuli in the context of live-streaming shopping affect the consumer's perceived risk and purchase intention.
- Language
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Englisch
- Bibliographic citation
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Series: 23rd Biennial Conference of the International Telecommunications Society (ITS): "Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world", Online Conference / Gothenburg, Sweden, 21st-23rd June, 2021
- Classification
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Wirtschaft
- Subject
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live streaming
perceived risk
purchase intention
credibility
media richness
- Event
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Geistige Schöpfung
- (who)
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Song, Chuling
Liu, Yu-li
- Event
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Veröffentlichung
- (who)
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International Telecommunications Society (ITS)
- (where)
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Calgary
- (when)
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2021
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Konferenzbeitrag
Associated
- Song, Chuling
- Liu, Yu-li
- International Telecommunications Society (ITS)
Time of origin
- 2021
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