Abstract
Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.
Highlights
According to the new released “Global Cross-Border B2C E-Commerce 2021” report (Research and Markets, 2021), cross-border online shopping is favored by a majority of consumers over the local online retail in 2020 because of its diverse products and attractive prices
To address the research questions, this study examines the impacts of cross-border e-commerce live streaming features on the consumers’ purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory
This paper proposes the following research hypotheses: H6: In the context of cross-border e-commerce, saving money strengthens the positive impact of live streaming features on the overall perceived value
Summary
According to the new released “Global Cross-Border B2C E-Commerce 2021” report (Research and Markets, 2021), cross-border online shopping is favored by a majority of consumers over the local online retail in 2020 because of its diverse products and attractive prices. To address the research questions, this study examines the impacts of cross-border e-commerce live streaming features on the consumers’ purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. Based on the SOR theory, our study will use live streaming feature (S) as an external stimulus, and explore the mechanism of its influence on consumers’ crossborder purchase intentions from the perspectives of consumers’ overall perceived value and overall perceived uncertainty. This paper proposes the following research hypotheses: H4: In the context of cross-border e-commerce, consumers’ overall perceived value has a positive impact on purchase intention. This paper proposes the following research hypotheses: H6: In the context of cross-border e-commerce, saving money strengthens the positive impact of live streaming features on the overall perceived value.
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