Understanding Purchase Intention in E-Commerce Live Streaming: Roles of Relational Benefits, Technological Features and Fan Identity Salience
Understanding Purchase Intention in E-Commerce Live Streaming: Roles of Relational Benefits, Technological Features and Fan Identity Salience
Fangfang Hou,Zhengzhi Guan,2 Authors,A. Chong
2020 · DBLP: conf/pacis/HouGLHC20
Pacific Asia Conference on Information Systems · 12 Citations
TLDR
E-commerce live streaming is flourishing in online marketplace, and an increasing number of customers make purchase via Internet celebrity streamers’ live stream sessions, and three relational benefits are proposed that stimulate customers to purchase in their live stream sessions.