习惯
产品(数学)
人气
质量(理念)
广告
收入
对偶(语法数字)
过程(计算)
机制(生物学)
业务
计算机科学
营销
心理学
社会心理学
数学
认识论
操作系统
会计
文学类
哲学
艺术
几何学
作者
Hao Chen,Haitao Chen,Xiaoxu Tian
标识
DOI:10.1016/j.elerap.2022.101150
摘要
The increasing popularity of live streaming commerce has presented opportunity for sellers to generate revenue. Despite the obvious advantages of live streaming commerce offers reduced product uncertainty and encourages usage habit formation, studies have overlooked their effect on consumers’ purchase intention. On the basis of dual-process theory, this study proposes a research model with information signals mechanism and automatic habit mechanism. An online survey with 401 samples from several live streaming platforms is conducted to measure our model. Our results show that uncertainties in product quality and product fit have a significant negative influence on the purchase intention, while automatic habit is positively associated with the purchase intention. The result also indicates that habit moderates the relationship between product quality uncertainty and purchase intention. In addition, live streaming features can activate the two mechanisms. Our findings contribute to research by highlighting the importance of product information and habit.
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