Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention
Abstract
:1. Introduction
2. Literature Review
2.1. Elaboration Likelihood Model
2.1.1. UGC Quality
2.1.2. UGC Emotion
2.1.3. UGC Interaction
2.2. Purchase Intention
2.3. User-Generated Content (UGC)
2.4. Psychological Ownership
2.5. Communication Presence
3. Materials and Methods
3.1. Questionnaire and Measurements
3.2. Sample Description
3.3. Statistical Analysis
4. Results
4.1. Reliability Analysis
4.2. Validity Analysis
4.3. Correlation Analysis
4.4. Structural Equation Modeling
4.4.1. Model Fit Test
4.4.2. Main Effect Test
4.4.3. Mediating Effect Test
5. Discussion and Conclusions
6. Research Implications
6.1. Theoretical Implications
6.2. Practical Implications
7. Limitations and Further Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Construct | Item | References |
---|---|---|
UGC quality (UQ) | UQ1: The bullet screen on the live feed describes the reality of what occurred, and is believable. | [96] |
UQ2: The content provided by the live streaming bullet screen is timely. | [97] | |
UQ3: The information contained in the live streaming bullet screen contains valuable tips on featured brands and products. | [98] | |
UQ4: The live stream’s bullet screen contains information relevant to that live stream’s content. | [99] | |
UGC emotion (UM) | UM1: The bullet screens sent by others in the live stream evoke my enthusiasm. | [92] |
UM2: The likes and dislikes reflected in the live streaming bullet screen affect my emotions to a certain extent. | [92] | |
UM3: I have some expectations for user-generated content in the live room. | [100] | |
UM4: Different emotional atmospheres and emotional intensities of the live streaming bullet screen have different impacts on live streaming sales. | [101] | |
UGC interaction (UI) | UI1: I received positive responses from the anchor or other viewers regarding the content I posted on that broadcast. | [100] |
UI2: I have participated in the sweepstakes for that live stream. | [100] | |
UI3: I retweeted the live feed from that broadcast. | [100] | |
UI4: I received likes from other users regarding the content I posted on that live stream. | [100] | |
UI5: The live room allows for mutual communication between one or more senders of messages and one or more receivers. | [102] | |
UI6: I have seen very little offensive language on that broadcast. | [96] | |
Communication proximity (CP) | CP1: I experienced a sense of socialization in the live room. | [92] |
CP2: I can consistently engage in conversations with others in the live room. | [92] | |
CP3: I can engage in conversations with others in the live room without any problems. | [92] | |
CP4: Others could respond to my query on the air. | [92] | |
CP5: I have a sense of face-to-face interaction with other members in that live room. | [103] | |
CP6: I perceived the personalities of the other members in that broadcast. | [103] | |
CP7: I felt the enthusiasm of the other members in that live room. | [103] | |
CP8: I experienced what other users felt in that live room. | [103] | |
Psychological ownership (PO) | PO1: I felt a sense of intimacy watching the live stream in that live room. | [104] |
PO2: I felt like I was in my own live room when watching the live stream. | [105] | |
PO3: I felt like the stream/product belonged to me when watching a live stream. | [105] | |
PO4: I felt strongly that I could own this live room/product when watching a live stream. | [105] | |
Purchase intention (PI) | PI1: The user reviews on that live stream enriched my understanding of the products they sell. | [106] |
PI2: The product-related information in the user reviews of that live stream will change my thoughts and attitudes about purchasing. | [106] | |
PI3: When buying related products, I will refer to the live user reviews. | [106] |
Demographics | Item | Frequency | Percentage (%) |
---|---|---|---|
Gender | Male | 161 | 39.85 |
Female | 243 | 60.15 | |
Age | 18–25 | 94 | 23.27 |
26–30 | 132 | 32.67 | |
31–40 | 79 | 19.55 | |
41–50 | 57 | 14.11 | |
51–60 | 35 | 8.67 | |
>60 | 7 | 1.73 | |
Education | High school and below | 138 | 34.16 |
Institutions of higher education | 204 | 50.49 | |
Postgraduate level or higher | 62 | 15.35 | |
Occupation | Students | 82 | 20.30 |
Enterprises and institutions in service | 173 | 42.82 | |
Self-employed | 141 | 34.90 | |
Others | 8 | 1.98 | |
Income (CNY) | Under 3000 | 85 | 21.04 |
3000–5000 | 114 | 28.22 | |
5001–10,000 | 137 | 33.91 | |
Over 10,000 | 68 | 16.83 |
Variable | Cronbach’s α |
---|---|
UGC quality | 0.853 |
UGC emotion | 0.854 |
UGC interaction | 0.905 |
Communication proximity | 0.922 |
Psychological ownership | 0.859 |
Purchase intention | 0.846 |
Total questionnaire | 0.943 |
KMO Value | 0.945 | |
---|---|---|
Bartlett sphericity test | Approx. chi-square | 6822.967 |
df | 406 | |
p-value | <0.001 |
CO | Initial Eigenvalue | Extracted Loading Squared Sums | Rotated Loading Squared Sums | ||||||
---|---|---|---|---|---|---|---|---|---|
Total | VP | CU | Total | VP | CU | Total | VP | CU | |
1 | 11.246 | 38.78 | 38.78 | 11.246 | 38.78 | 38.78 | 5.291 | 18.245 | 18.245 |
2 | 2.524 | 8.702 | 47.482 | 2.524 | 8.702 | 47.482 | 4.124 | 14.222 | 32.467 |
3 | 1.963 | 6.771 | 54.252 | 1.963 | 6.771 | 54.252 | 2.832 | 9.766 | 42.233 |
4 | 1.609 | 5.547 | 59.799 | 1.609 | 5.547 | 59.799 | 2.826 | 9.744 | 51.977 |
5 | 1.432 | 4.936 | 64.735 | 1.432 | 4.936 | 64.735 | 2.776 | 9.573 | 61.549 |
6 | 1.275 | 4.396 | 69.131 | 1.275 | 4.396 | 69.131 | 2.199 | 7.582 | 69.131 |
7 | 0.589 | 2.031 | 71.162 | ||||||
8 | 0.56 | 1.93 | 73.093 | ||||||
9 | 0.529 | 1.823 | 74.916 | ||||||
10 | 0.514 | 1.772 | 76.688 | ||||||
11 | 0.498 | 1.716 | 78.404 | ||||||
12 | 0.468 | 1.614 | 80.018 | ||||||
13 | 0.441 | 1.521 | 81.539 | ||||||
14 | 0.436 | 1.505 | 83.044 | ||||||
15 | 0.415 | 1.431 | 84.474 | ||||||
16 | 0.404 | 1.393 | 85.867 | ||||||
17 | 0.39 | 1.345 | 87.212 | ||||||
18 | 0.377 | 1.301 | 88.513 | ||||||
19 | 0.363 | 1.252 | 89.765 | ||||||
20 | 0.347 | 1.198 | 90.963 | ||||||
21 | 0.343 | 1.183 | 92.146 | ||||||
22 | 0.334 | 1.153 | 93.299 | ||||||
23 | 0.323 | 1.115 | 94.414 | ||||||
24 | 0.307 | 1.059 | 95.474 | ||||||
25 | 0.3 | 1.033 | 96.506 | ||||||
26 | 0.284 | 0.978 | 97.484 | ||||||
27 | 0.258 | 0.889 | 98.373 | ||||||
28 | 0.254 | 0.876 | 99.249 | ||||||
29 | 0.218 | 0.751 | 100 |
Name | Factor Loadings | Communality | |||||
---|---|---|---|---|---|---|---|
Factor1 | Factor2 | Factor3 | Factor4 | Factor5 | Factor6 | ||
UQ1 | 0.165 | 0.122 | 0.134 | 0.774 | 0.165 | 0.073 | 0.691 |
UQ 2 | 0.136 | 0.213 | 0.136 | 0.750 | 0.179 | 0.115 | 0.689 |
UQ 3 | 0.185 | 0.151 | 0.204 | 0.733 | 0.168 | 0.143 | 0.685 |
UQ 4 | 0.158 | 0.160 | 0.127 | 0.787 | 0.089 | 0.171 | 0.724 |
UE 1 | 0.198 | 0.199 | 0.728 | 0.159 | 0.172 | 0.125 | 0.679 |
UE 2 | 0.143 | 0.149 | 0.769 | 0.132 | 0.118 | 0.164 | 0.692 |
UE 3 | 0.140 | 0.150 | 0.784 | 0.166 | 0.135 | 0.103 | 0.713 |
UE 4 | 0.196 | 0.173 | 0.780 | 0.129 | 0.067 | 0.098 | 0.708 |
UI 1 | 0.206 | 0.717 | 0.125 | 0.178 | 0.092 | 0.192 | 0.649 |
UI 2 | 0.153 | 0.748 | 0.172 | 0.109 | 0.224 | 0.107 | 0.687 |
UI 3 | 0.197 | 0.759 | 0.166 | 0.135 | 0.182 | 0.037 | 0.696 |
UI 4 | 0.174 | 0.790 | 0.090 | 0.058 | 0.214 | 0.100 | 0.722 |
UI 5 | 0.179 | 0.785 | 0.179 | 0.141 | 0.068 | 0.154 | 0.728 |
UI 6 | 0.175 | 0.756 | 0.091 | 0.160 | 0.054 | 0.115 | 0.652 |
CP 1 | 0.759 | 0.113 | 0.152 | 0.136 | 0.099 | 0.151 | 0.663 |
CP 2 | 0.744 | 0.180 | 0.077 | 0.065 | 0.143 | 0.180 | 0.649 |
CP 3 | 0.781 | 0.142 | 0.085 | 0.182 | 0.180 | 0.101 | 0.713 |
CP 4 | 0.717 | 0.169 | 0.139 | 0.075 | 0.166 | 0.127 | 0.612 |
CP 5 | 0.754 | 0.129 | 0.139 | 0.066 | 0.146 | 0.064 | 0.634 |
CP 6 | 0.769 | 0.149 | 0.092 | 0.178 | 0.119 | 0.106 | 0.679 |
CP 7 | 0.752 | 0.145 | 0.145 | 0.126 | 0.136 | 0.099 | 0.651 |
CP 8 | 0.742 | 0.197 | 0.106 | 0.084 | 0.145 | 0.041 | 0.631 |
PO 1 | 0.219 | 0.215 | 0.150 | 0.142 | 0.733 | 0.137 | 0.693 |
PO 2 | 0.223 | 0.161 | 0.110 | 0.163 | 0.768 | 0.067 | 0.709 |
PO 3 | 0.266 | 0.153 | 0.154 | 0.136 | 0.735 | 0.172 | 0.705 |
PO 4 | 0.205 | 0.188 | 0.111 | 0.198 | 0.746 | 0.146 | 0.706 |
PI 1 | 0.189 | 0.213 | 0.183 | 0.177 | 0.141 | 0.770 | 0.759 |
PI 2 | 0.223 | 0.215 | 0.140 | 0.167 | 0.150 | 0.777 | 0.771 |
PI 3 | 0.217 | 0.155 | 0.182 | 0.160 | 0.196 | 0.768 | 0.759 |
PI | UQ | UE | UI | CP | PO | |
---|---|---|---|---|---|---|
PI | 1 | |||||
UQ | 0.467 ** | 1 | ||||
UE | 0.460 ** | 0.453 ** | 1 | |||
UI | 0.476 ** | 0.446 ** | 0.456 ** | 1 | ||
CP | 0.449 ** | 0.408 ** | 0.425 ** | 0.465 ** | 1 | |
PO | 0.480 ** | 0.478 ** | 0.430 ** | 0.485 ** | 0.508 ** | 1 |
Fitting Index | df | p | GFI | RMSEA | RMR | CFI | NFI | NNFI | ||
---|---|---|---|---|---|---|---|---|---|---|
Recommended criteria | - | - | >0.05 | <3 | >0.9 | <0.10 | <0.05 | >0.9 | >0.9 | >0.9 |
Fitting value | 384.293 | 362 | 0.201 | 1.062 | 0.945 | 0.012 | 0.035 | 0.997 | 0.945 | 0.996 |
Factor | Variable | Coef. | Std. Estimate | z | S. E. | p |
---|---|---|---|---|---|---|
UGC quality | UQ1 | 1 | 0.744 | - | - | - |
UQ 2 | 1.048 | 0.77 | 14.672 | 0.071 | <0.001 | |
UQ 3 | 1.116 | 0.782 | 14.883 | 0.075 | <0.001 | |
UQ 4 | 1.079 | 0.781 | 14.862 | 0.073 | <0.001 | |
UGC emotion | UE 1 | 1 | 0.775 | - | - | - |
UE 2 | 0.961 | 0.759 | 15.07 | 0.064 | <0.001 | |
UE 3 | 1.005 | 0.776 | 15.415 | 0.065 | <0.001 | |
UE 4 | 0.978 | 0.771 | 15.306 | 0.064 | <0.001 | |
UGC interaction | UI 1 | 1 | 0.76 | - | - | - |
UI 2 | 1.026 | 0.791 | 16.368 | 0.063 | <0.001 | |
UI 3 | 1.083 | 0.795 | 16.48 | 0.066 | <0.001 | |
UI 4 | 1.076 | 0.798 | 16.534 | 0.065 | <0.001 | |
UI 5 | 1.1 | 0.815 | 16.938 | 0.065 | <0.001 | |
UI 6 | 0.99 | 0.745 | 15.286 | 0.065 | <0.001 | |
Communication proximity | CP 1 | 1 | 0.781 | - | - | - |
CP 2 | 0.996 | 0.768 | 16.571 | 0.06 | <0.001 | |
CP 3 | 1.079 | 0.821 | 18.032 | 0.06 | <0.001 | |
CP 4 | 0.981 | 0.746 | 16.009 | 0.061 | <0.001 | |
CP 5 | 0.964 | 0.75 | 16.107 | 0.06 | <0.001 | |
CP 6 | 1.036 | 0.792 | 17.219 | 0.06 | <0.001 | |
CP 7 | 1.001 | 0.776 | 16.794 | 0.06 | <0.001 | |
CP 8 | 0.964 | 0.751 | 16.145 | 0.06 | <0.001 | |
Psychological ownership | PO 1 | 1 | 0.777 | - | - | - |
PO 2 | 0.933 | 0.765 | 15.437 | 0.06 | <0.001 | |
PO 3 | 0.972 | 0.784 | 15.848 | 0.061 | <0.001 | |
PO 4 | 0.927 | 0.78 | 15.758 | 0.059 | <0.001 | |
Purchase intention | PI 1 | 1 | 0.804 | - | - | - |
PI 2 | 1.008 | 0.813 | 16.592 | 0.061 | <0.001 | |
PI 3 | 0.978 | 0.797 | 16.298 | 0.06 | <0.001 |
Hypothesis | Path | Unstandardized Coefficients | Standardized Coefficients | Standard Error | z | p | Results |
---|---|---|---|---|---|---|---|
H1a | UQ → PI | 0.221 | 0.189 | 0.077 | 2.882 | 0.004 | Supported |
H1b | UE → PI | 0.203 | 0.184 | 0.07 | 2.881 | 0.004 | Supported |
H1c | UI → PI | 0.19 | 0.17 | 0.07 | 2.721 | 0.007 | Supported |
H2 | PO → PI | 0.179 | 0.176 | 0.071 | 2.517 | 0.012 | Supported |
H3a | UQ → PO | 0.278 | 0.243 | 0.072 | 3.867 | <0.001 | Supported |
H3b | UE → PO | 0.127 | 0.117 | 0.067 | 1.891 | 0.059 | Supported |
H3c | UI → PO | 0.23 | 0.211 | 0.066 | 3.486 | <0.001 | Supported |
H4 | CP → PI | 0.179 | 0.164 | 0.067 | 2.665 | 0.008 | Supported |
H5a | UQ → CP | 0.237 | 0.221 | 0.067 | 3.517 | <0.001 | Supported |
H5b | UE → CP | 0.218 | 0.215 | 0.064 | 3.391 | 0.001 | Supported |
H5c | UI → CP | 0.301 | 0.294 | 0.062 | 4.824 | <0.001 | Supported |
Path | Mediating Effect Value | Bootstrap (5000 Times) | 95%BootCI | ||
---|---|---|---|---|---|
Boot SE | z-Value | p-Value | |||
UGC quality → Communication proximity → Purchase intention | 0.037 | 0.014 | 2.66 | 0.008 | 0.015~0.071 |
UGC emotion → Communication proximity → Purchase intention | 0.043 | 0.016 | 2.627 | 0.009 | 0.017~0.081 |
UGC interaction → Communication proximity → Purchase intention | 0.058 | 0.019 | 3.115 | 0.002 | 0.027~0.1 |
Path | Mediating Effect Value | Bootstrap (5000 Times) | 95%BootCI | ||
---|---|---|---|---|---|
Boot SE | z-Value | p-Value | |||
UGC quality → Psychological ownership → Purchase intention | 0.062 | 0.017 | 3.588 | <0.001 | 0.024~0.091 |
UGC emotion → Psychological ownership → Purchase intention | 0.041 | 0.014 | 2.901 | 0.004 | 0.012~0.068 |
UGC interaction → Psychological ownership → Purchase intention | 0.064 | 0.018 | 3.535 | <0.001 | 0.026~0.097 |
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Zhang, N.; Hu, W. Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention. Behav. Sci. 2024, 14, 696. https://doi.org/10.3390/bs14080696
Zhang N, Hu W. Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention. Behavioral Sciences. 2024; 14(8):696. https://doi.org/10.3390/bs14080696
Chicago/Turabian StyleZhang, Nan, and Wen Hu. 2024. "Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live Streaming Influences Consumers’ Purchase Intention" Behavioral Sciences 14, no. 8: 696. https://doi.org/10.3390/bs14080696