Abstract
As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of “affordance--psychological outcome--consumer behavior”, this study answers the question from the perspective of virtual gift visibility, and finds that social presence and self-esteem serve as mediators, and self-monitoring personality as a moderator, of the relationship between online visibility of virtual gifts and green purchasing. Our research model was tested using structural equation model analysis. Data were collected from 552 users of Chinese live streaming platforms in China, and it was found that online gift visibility of live-stream marketing can be used as a sustainable strategy to stimulate customers’ purchase intention. Social presence is a full mediator of the relationship between the online visibility of virtual gifts and green purchases. Furthermore, self-monitoring personality moderates the relationships among the online visibility of virtual gifts, social presence, and green purchase intention. Our research not only extends the understanding of online gifts as a link between consumers and broadcasters, but also clarifies the process of how online gifts lead to green purchase intention.
Highlights
With the diffusion of Web 2.0 technologies, social commerce uses social media tools to increase sales [1]; a number of companies both secure and retain customers with the aid of social media
Prior studies have highlighted that the social features of social commerce, such as social interactivity and product recommendations, can generate swift connections between platforms and focal users [56], as well as that peer-member characteristics
Prior studies have highlighted that the social features of social commerce, such as social interactivity and product recommendations, can generate swift connections between platforms and focal users [56], as well as that peer-member characteristics have a positive impact on users’ perceived utilitarian and social values, enhancing their purchase intentions [57]
Summary
With the diffusion of Web 2.0 technologies, social commerce uses social media tools to increase sales [1]; a number of companies both secure and retain customers with the aid of social media. Live streaming is a new form of social commerce, which works by establishing a temporary virtual community shared by broadcasters and regular viewers in real time [2] These broadcasters are often opinion leaders who possess special skills and an attractive appearance or broad knowledge and rich experience, by which they are able to gain the attention of numerous fans [3]. One of the most important attributes of virtual goods is the esthetic experience they offer users; for instance, the virtual clothes of an avatar in a game are esthetically pleasing [6] These virtual goods are widely used on various social networking sites and live streaming platforms to facilitate communication. We emphasize that the visibility of virtual gifts could affect fans’ social presence and self-esteem, affecting their purchase intentions
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