Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity

• DOI: 10.1371/journal.pone.0296339
• Publication Date: 2024-02-15T18:30:27Z
• Authors: Qi Zhang; Yuling Wang; Shaizatulaqma Kam...
• Keywords: Gratification; Popularity; Live Streaming; Value (mathematics); Consumption

The rapid development of live-streaming e-commerce has driven billions sales revenues and made customers’ purchase intention a life-and-death issue for sellers. This study examines the influencing factors from value perspective by adopting extending Theory Consumption Values (TCV). We also incorporated streamer popularity as moderating variable to reveal its significant impact on e-commerce. collected 457 valid online questionnaires Chinese users. Our findings show that five six consumption values, namely functional, social, emotional, conditional, self-gratification value, are drivers intention. In addition, strengthened influence deepens current understanding customer research establishing validating comprehensive model, reveals decisive role multi-dimensional in industry. could guide merchants increase reallocating their resources different values optimising investment strategy popular streamers.