Building Purchase Intention through Live Streaming Platforms: Mediating Role of Customer Engagement

Abstract

Watching live streams as a constituent of the online buying process is a recently emerged trend that demands empirical investigation. For this purpose, the researcher proposed a conceptual model using S-O-R framework to investigate the relationships among perceived shopping values (utilitarian value, hedonic value, symbolic value) and buyers’ engagement and purchase intention in live streaming. We assess the model’s performance through an empirical measurement by conducting a survey of 300 customers who have made purchases through Facebook live streaming on social media. The path analysis results revealed that utilitarian value is significantly related to customer engagement and purchase intention while hedonic value is found to have no effect on customer engagement but significant effect on purchase intention. Symbolic value is also found to effect customer engagement significantly. The results also revealed that customer engagement mediates the relationship between utilitarian value, symbolic value, and purchase intention. Our findings also deliver some theoretical and practical implications for live commerce sellers and online platforms on how to effectively utilize live streaming features to strategically market their products.

Keywords:

• utilitarian value
• hedonic value
• symbolic value
• customer engagement
• purchase intention

Disclosure statement

No potential conflict of interest was reported by the author. This study has not been published elsewhere and it has not been submitted simultaneously for publication elsewhere.

Data availability statement

The data associated with the study can be made available on request by the author.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.