Search Results (2)

Over the past decade, the concept and practice of shopstreaming (also known as livestream shopping) have grown significantly within the e-business world, as it integrates live streaming technology with e-commerce. However, the relationship between the perceived benefits of this shopping mode and the intention to use it is not fully understood. This research seeks to enhance the current understanding of this relationship by studying the association in the context of fashion and personal care (FPC) goods. Uniquely, the study bases its core model on a combination of the theory of planned behaviour (TPB) and some elements of the enhanced stimulus–organism–response (ESOR) theory, which incorporates cognitive, emotional and physiological processes within the organism component. This enables the development of a framework which facilitates the examination of the relationship between perceived benefits and intention to purchase within a shopstreaming environment, moderated by attitude (organism). The uniqueness of the study is further enhanced by the inclusion and analysis of perceived platform quality and the streamer’s (seller’s) influence as moderating constructs. These analyses were carried out using data from 901 respondents to a structured questionnaire, collected over a 4-month period. The results of the study showed that the seller has a significant moderating effect on the mediation of intention to purchase by attitude, though the mediation between perceived benefits and attitude was not affected by perceived platform quality. The study therefore offers significant insights to Saudi FPC brands, streamers and marketing agencies to develop and optimise sales and content strategy. Full article

A livestreaming supply chain composed of a single manufacturer and a single streamer in the low-carbon market is examined. Motivated by the actual production and operation, both the manufacturer and the streamer have a chance to dominate the supply chain. Low-carbon strategies and livestreaming marketing modes of the supply chain are studied. The impacts of the consumer’s price sensitivity coefficient, low-carbon preference, and streamer’s promotion sensitivity coefficient on the equilibrium results are further studied. The results show that: the streamer achieves the optimal level of promotion effort in the resale mode under both power structures. The manufacturer achieves the optimal low-carbon level in the commission mode when the promotion sensitivity coefficient is smaller under both of two power structures. The streamer’s profit is optimal in the resale mode, while the manufacturer’s profit is optimal in the commission mode when under the streamer-led structure. Two parties’ profits are optimal in the commission mode when the promotion sensitivity coefficient is smaller under the manufacturer-led structure. The low-carbon level, streamer promotion effort and selling price in two livestreaming marketing modes will increase when the streamer promotion sensitivity coefficient and consumer low-carbon preference increase and will decrease when consumer price sensitivity increases under two power structures. Lastly, the selling price in resale mode is always higher than that in commission mode under two power structures. Full article