Livestream Shopping Breakthrough: Fast Fashion’s New Frontier Explored through Attitude, Influencer’s Advice, and Portal Quality

Abstract

In today’s phygital world, the present study demystifies the impact of perceived benefits of Livestream shopping on the purchase intention of users toward fast fashion apparel aligned with theory of planned behavior. The uniqueness of the study is that it presents a novel stance by integrating stimulus-organism-response (SOR) theory and theory of planned behavior (TPB) to propose a comprehensive framework encompassing the relationship between perceptions, attitude and intention in the case of livestream shopping. It also extends the model by incorporating drivers- portal’s quality and influencer’s advice as the moderators to bridge the prevailing gap in literature. Structural equation modeling is applied to analyze the direct and indirect relationships (with attitude as a mediator) in the proposed model followed by evaluating the moderated mediation of portals’ quality and influencers’ advice through SPSS (Hayes, Model 21). Data is collected from 276 respondents using snowball-sampling technique. The novelty of this research lies in its investigation of the mediating role of attitude between perceived benefit of live-stream shopping and intention to purchase, where influencers’ advice was found to have moderated mediation between attitude and intention to buy. On contrast, portals’ quality had no significant moderated mediation effect between perceived benefit and attitude. This study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.