Identifying The Influence of Consumer Purchase Intention Through Live Streaming Shopping: A Systematic Literature Review
DOI:
https://doi.org/10.25126/jitecs.202491576Abstract
The rapid development of technology influences some changes in e-commerce. One of them is the emergence of live-streaming shopping, which combines live-streaming technology with e-commerce, social networking, and entertainment. This shopping format allows viewers to interact with the streamer (seller) and instantly make a purchase with just one touch. Consumers who watch live streaming shopping generally are those who initially have an interest in the offered product. According to prior studies, the presence of live shopping can enhance both customer desire to buy and business sales. To investigate the factors influencing purchase intention in live-streaming shopping, a systematic literature review was conducted. A total of 40 factors were found from 13 selected articles containing live-streaming shopping and purchase intention. Based on these factors, 34 had a positive impact, 2 had a negative impact, and 4 had no significant impact on buyer purchase intention.
References
X. Liu and S. H. Kim, "Beyond Shopping: The Motivations and Experience of Live Stream Shopping Viewers," in Thirteenth International Conference on Quality of Multimedia Experience (QoMEX), Montreal, Canada, 2021.
Z. Hilvert-Bruce, J. Neill, M. Sjoblom and J. Hamari, "Social Motivations of Live-Streaming Viewer Engagement on Twitch.. Computers in Human Behavior," Computer in Human Behavior, 2018.
A. Wongkitrungrueng and A. Nuttapol, "The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers," Journal of Business Research, vol. 117, pp. 56-543, 2020.
J. Lee and K. H. Kwon, "Mobile shopping beauty live commerce changes in COVID-19 pandemic focused on fun contents of MZ generation in Republic of Korea," J Cosmet Dermatol, vol. 6, pp. 2298-2306, 2022.
Y. Sun, , X. Shao, X. Li, Y. Guo and K. Nie, "How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective," Electronic Commerce Research and Applications, 2019.
J. Wu, W. Mei, L. Liu and J. C. Ugrin, "The Bright and Dark Sides of Social Cyberloafing: Effects on Employee Mental Healtth in China," Journal of Business Research, vol. 112, pp. 54-56, 2020.
H. Gong, M. Zhao, J. Ren and Z. Hao, "Live streaming strategy under multi-channel sales of the online retailer," Electronic Commerce Research and Applications, vol. 55, pp. 101-184, 2022.
X. Tong, Y. Chen, S. Zhou and S. Yang, "How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender," Journal of Retailing and Consumer Services, vol. 18, p. 103031, 2022.
X. Xu, j. Wu and Q. Li, "What drives consumer shopping behavior in live streaming commerce?," Journal of Electronic Commerce Research, vol. 21, no. 3, pp. 144-167, 2020.
Y. Ma, "To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations," Telematics and Informatics, vol. 59, p. 101562, 2021.
M. Tarafdar and R. M. Davidson, "Research in information systems: Intradisciplinary and inter-disciplinary approaches," Journal of The Association for Information Systema, p. 19, 2018.
"The Dual-Process Model of Product Information and Habit in Influencing Consumers’ Purchase Intention: The Role of Live Streaming Features," Electronic Commerce Research and Applications, vol. 53, p. 101150, 2022.
J. Cai, D. Wohn, A. Mittal and D. Sureshbabu, "Utilitarian and hedonic motivations for live streaming shopping," TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, pp. 81-88, 2018.
L. Meng, S. Duan, Y. Zhao, K. Lu and S. Chen, "The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion," Journal of Retailing and Consumer Services, vol. 63, p. 102733, 2021.
P.-S. Lo, Y. K. Dwivedi, G. W.-H. Tan, K.-B. Ooi, E. C. Aw and B. Metri, "Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis," Journal of Business Research, vol. 147, pp. 352-337, 2022.
K. Kang, J. Lu, L. Guo and W. Li, "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms," International Journal of Information Management, vol. 56, 2021.
A. H. Busalim, A. R. C. Hussin and N. A. Lahad, "Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review," Journal of Theoretical and Applied Electronic Commerce Research, 2018.
Priharsari, Diah; Mastio, Emmanuel, "Sponsored Online Community Types and Participant’s Perceived Value," Asia Pacific Journal of Information Systems, 2021.
D. Priharsari, "SYSTEMATIC LITERATURE REVIEW DI BIDANG SISTEM INFORMASI DAN ILMU KOMPUTER," Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 2019.
D. Priharsari, B. Abedin and E. Mastio, "Value co-creation in firm sponsored online communities. What enables, constrains, and shapes value," 2019.
S. S. Erfani and B. Abedin, "Impacts of the use of social network sites on users’ psychological well being: A systematic review," Journal of the Association for Information Science and Technology, vol. 69, no. 7, pp. 900-912, 2018.
B. Kitchenham, "Guidelines for performing systematic literature reviews in software engineering," EBSE Technical Report, Durham, 2007.
J. Perez and J. Diaz, "Systematic literature reviews in software engineering—enhancement of the study selection process using Cohen’s Kappa statistic," Journal of Systems and Software, 2020.
J. R. Gamble, M. Brennan and R. McAdam, "A contemporary and systematic literature review of user-centric innovation: a consumer perspective," International Journal of Innovation Management, vol. 20, no. 1, p. 45, 2016.
D. Tranfield, D. Denyer and P. Smart, "Towards a methodology for developing evidence-informed management knowledge by means of systematic review”, , Vol. 14 No. 3, pp. 207-222," British Journal of Management, vol. 14, no. 3, pp. 207-222, 2003.
S. Stemler, "An overview of content analysis," Practical Assessment, Research & Evaluation, pp. 137-146, 2001.
Y. Chandra and L. Shang, "Inductive Coding," in Qualitative Research Using R: A Systematic Approach, Springer, 2019, pp. 91-106.
C. H. Tseng and L. F. Wei, "The Efficiency of Mobile Media Richness Across Different Stages of Online Consumer Behavior," Internasional Journal Information Management, pp. 353-356, 2020.
T. Wulf, F. M. Schneider and S. Beckert, "Whatching Players : An Exploration of Media Enjoyment on Twitch," Games Culture, 2018.
H. J. Park and L. M. Lin, "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of Retailing and Consumer Services, 2019.
Z. Wang, S. J. Lee, and K. R. Lee, "Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping," Journal of Digital Contents Society, 2018.
H. Chen, H. Chen and X. Tian, "The dual-process model of product information and habit in influencing consumers’ purchase intention: The role of live streaming features," Electronic Commerce Research and Applications, 2022.
B. Li, F. Hou, Z. Guan, and A. Y. Chong, "What Drives People to Purchase Virtual Gifts in Live Streaming? The Mediating Role of Flow," Jepang, 2018.
F. Tjiptono, Strategi Pemasaran, Yogyakarta: Andi, 2015.
Z.-Y. Chen and H.-C. Ko, "Exploring the Factors Driving Live Streaming Shopping Intention: A Perspective of Parasocial Interaction," Jeju Island, Republic of Korea, 2020.
J. Cohen, "A coefficient of agreement for nominal scales.," Educational and Psychological Measurement, 1960.
H. Gong, M. Zhao, J. Ren, and Z. Hao, "Live streaming strategy under multi-channel sales of the online retailer," Electronic Commerce Research and Applications, 2022.
J. Lee and K. H. Kwon, "Mobile shopping beauty live commerce changes in COVID-19 pandemic focused on fun contents of MZ generation in Republic of Korea," Journal of Cosmetic Dermatology, 2021.
C. Li, L. Zhu, and T. Phongsatha, "FACTORS INFLUENCING CONSUMERS PURCHASE INTENTION THROUGHT TIKTOK OF CHANGSHA, CHINA RESIDENTS," AU-eJournal of Interdisciplinary Research (AU-eJIR), pp. 113-114, 2021.
P. Liu, M. Li, D. Dai, and L. Guo, "The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value," Electronic Commerce Research and Applications, 2021.
X. Xu, J. Wu, Y. Chang and Q. Li, "The Investigation of Hedonic Consumption, Impulsive Consumption and Social Sharing in E-commerce Live-streaming Videos," China, 2019.
A. Wongkitrungrueng and A. Nuttapol , "The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers," Journal of Business Research (In Press), 2018.
R. Zheng , Z. Li and S. Na, "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective," Journal of Retailing and Consumer Services, 2022.
B. Lu and Z. Chen, "Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective," Information and Management, vol. 58, no. 7, p. 103509, 2021.
B. Liu, Sentiment Analysis and Opinion Mining. Synthesis Lectures on Human Language Technologies. 2012.
C. Okoli and K. Schabram, “A Guide to Conducting a Systematic Literature Review of Information Systems Research,” SSRN Electron. J., vol. 10, no. 2010, 2012.
B. R. Barricelli, F. Cassano, D. Fogli, and A. Piccinno, “End-user development, end-user programming and end-user software engineering: A systematic mapping study,” J. Syst. Softw., vol. 149, pp. 101–137, 2019
F. Tjiptono, “Strategi Pemasaran,” 4th ed. Yogyakarta: ANDI. 2015.
M. Zhang, F. Qin, G. A. Wang, and C. Luo, “The impact of live video streaming on online purchase intention,” Serv. Ind. J., vol. 40, no. 9–10, pp. 656–681, 2020.
X. Xu, D. Huang, and X. Shang, “Social presence or physical presence? Determinants of purchasing behaviour in tourism live-streamed shopping,” Tour. Manag. Perspect., vol. 40, no. June, p. 100917, 2021,
B. Wang, F. Xie, J. Kandampully, and J. Wang, “Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust,” J. Retail. Consum. Serv., vol. 69, no. June, p. 103109, 2022.
Downloads
Published
How to Cite
Issue
Section
License
 Creative Common Attribution-ShareAlike 3.0 International (CC BY-SA 3.0)
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
