Do the characteristics of live streaming matter? The evidence from China on consumer purchase intention

Purpose: Based on stimulus-organism-response (SOR) theory, this research delves into the connections between key contextual aspects of live streaming (i.e. interactivity, visualization and communication immediacy) and consumers’ purchase intention through perceived utilitarian and hedonic values. This paper aims to provide an overview of the influential mechanisms of live streaming on customers’ behaviors. Design/methodology/approach: The study involves 441 respondents as survey participants, employing a five-point Likert scale for data collection. The gathered information encompasses demographic details and constructs associated with SOR theory. To scrutinize the measurement model’s convergent and discriminant validity, along with testing hypotheses using the bootstrapping method, confirmatory factor analysis and partial least squares structural equation modeling are applied. Findings: The findings highlight the significance of interactivity and visualization, showcasing a positive correlation with consumers’ perceived values in utilitarianism and hedonism. However, the expected positive connection between communication immediacy and consumers’ perceived values is not supported. Furthermore, perceived utilitarian value and perceived hedonic value emerge as crucial factors significantly linked to consumers’ purchase intention, acting as essential mediators in the live streaming context. Originality/value: This study highlights the interaction between contextual characteristics of live streaming and customer engagement via perceived values. The results lead to an understanding of the influence of contextual characteristics (e.g. interactivity and visualization) on customers’ purchase intention mediated by utilitarian and hedonic values, contributing to the related literature and practices.