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

•Hedonic, social, and utilitarian gratifications motivate live-stream shoppers.•Perceived network size predicted perceived enjoyment, social interaction and presence, and utility.•Mediating role of experienced-focused orientation was validated.•Mediating roles of the perceptions of digital celebriti...

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Vydáno v:Telematics and informatics Ročník 59; s. 101562
Hlavní autor: Ma, Yingying
Médium: Journal Article
Jazyk:angličtina
Vydáno: Elsevier Ltd 01.06.2021
Témata:
E-commerce
Live-stream shopping
Perceived network size
Perceptions of digital celebrities
Shopping orientations
U&G
Live-stream shopping
E-commerce
Perceived network size
Shopping orientations
Perceptions of digital celebrities
U&G
ISSN:0736-5853, 1879-324X
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Abstract •Hedonic, social, and utilitarian gratifications motivate live-stream shoppers.•Perceived network size predicted perceived enjoyment, social interaction and presence, and utility.•Mediating role of experienced-focused orientation was validated.•Mediating roles of the perceptions of digital celebrities were confirmed. Live-stream shopping is experiencing unprecedented growth. However, research in live-stream commerce is in its infancy. The current study integrates uses and gratifications, perceived network size, perceptions of digital celebrities, and experience-focused shopping orientation to clarify motivations for live-stream shopping. Accordingly, the current study used a questionnaire to collect data from 339 Chinese consumers and structural equation modeling to analyze data in AMOS 24. In this study, individuals were motivated by gratifications that were (1) hedonic (perceived enjoyment), (2) utilitarian (self-presentation), and (3) social (social presence and interaction). Moreover, perceived network size significantly predicted perceived enjoyment, social interaction, social presence, and utility. In addition, experience-focused shopping orientation mediated the relationships among perceived enjoyment, self-presentation, social interaction, and live-stream shopping intentions. Finally, the mediating roles of the perceptions of digital celebrities in the relationships of perceived network size with perceived utility, perceived engagement, social interaction, social presence, and self-presentation were confirmed.
AbstractList •Hedonic, social, and utilitarian gratifications motivate live-stream shoppers.•Perceived network size predicted perceived enjoyment, social interaction and presence, and utility.•Mediating role of experienced-focused orientation was validated.•Mediating roles of the perceptions of digital celebrities were confirmed. Live-stream shopping is experiencing unprecedented growth. However, research in live-stream commerce is in its infancy. The current study integrates uses and gratifications, perceived network size, perceptions of digital celebrities, and experience-focused shopping orientation to clarify motivations for live-stream shopping. Accordingly, the current study used a questionnaire to collect data from 339 Chinese consumers and structural equation modeling to analyze data in AMOS 24. In this study, individuals were motivated by gratifications that were (1) hedonic (perceived enjoyment), (2) utilitarian (self-presentation), and (3) social (social presence and interaction). Moreover, perceived network size significantly predicted perceived enjoyment, social interaction, social presence, and utility. In addition, experience-focused shopping orientation mediated the relationships among perceived enjoyment, self-presentation, social interaction, and live-stream shopping intentions. Finally, the mediating roles of the perceptions of digital celebrities in the relationships of perceived network size with perceived utility, perceived engagement, social interaction, social presence, and self-presentation were confirmed.
ArticleNumber 101562
Author Ma, Yingying
Author_xml – sequence: 1
  givenname: Yingying
  surname: Ma
  fullname: Ma, Yingying
  email: mayingying@life.hkbu.edu.hk
  organization: School of International Culture & Communication, Communication University of Zhejiang, China
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Keywords Live-stream shopping
E-commerce
Perceived network size
Shopping orientations
Perceptions of digital celebrities
U&G
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Snippet •Hedonic, social, and utilitarian gratifications motivate live-stream shoppers.•Perceived network size predicted perceived enjoyment, social interaction and...
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StartPage 101562
SubjectTerms E-commerce
Live-stream shopping
Perceived network size
Perceptions of digital celebrities
Shopping orientations
U&G
Title 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
URI https://dx.doi.org/10.1016/j.tele.2021.101562
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