- Title
- Effects of in-store live stream on consumers’ offline purchase intention
- Creator
- Zhang, Peilin; Chao, Chih-Wei; Chiong, Raymond; Hasan, Najmul; Aljaroodi, Hussain M.; Tian, Feng
- Relation
- Journal of Retailing and Consumer Services Vol. 72, Issue May 2023, no. 103262
- Publisher Link
- http://dx.doi.org/10.1016/j.jretconser.2023.103262
- Publisher
- Elsevier
- Resource Type
- journal article
- Date
- 2023
- Description
- Live stream marketing through social media has attracted the attention of digital retailing marketers in recent years. However, there is a lack of evidence in understanding the influence of in-store live stream on offline purchase intentions. This study aimed to investigate the influence patterns of environmental stimuli on consumers' intention to purchase offline/in-store after watching an in-store live stream session. The Stimuli-Organism-Response (SOR) model was employed as the theoretical framework, and a structured questionnaire was used to collect data from individuals who had previous experience with in-store live stream marketing. Structural equation modelling was then applied for data analysis, with a total of 234 valid responses. The findings revealed that environmental stimuli have a significant positive effect on consumers' intentions to make in-store purchases, and the attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they will make an in-store purchase. The novelty of this research lies in its investigation of the impact that live stream marketing has on offline or in-store shopping experiences. This contrasts with the majority of existing live stream studies, which focus on consumers’ online shopping experiences. In addition, this study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.
- Subject
- live stream influencer marketing; stimuli-organism-response (SOR); consumer attitude; in-store purchase intention
- Identifier
- http://hdl.handle.net/1959.13/1478865
- Identifier
- uon:50244
- Identifier
- ISSN:0969-6989
- Rights
- VC The Author(s) 2022. Published by Oxford University Press on behalf of the International Life Sciences Institute. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs licence (https:// creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial reproduction and distribution of the work, in any medium, provided the original work is not altered or transformed in any way, and that the work is properly cited. For commercial re-use, please contact journals.permissions@oup.com.
- Language
- eng
- Full Text
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