Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality
Abstract
:1. Introduction
2. Literature Review and Theoretical Background
2.1. Social Commerce
2.2. Field Theory
3. Hypotheses Development
3.1. Atmosphere Characteristics and Similarity
3.2. Social Capital and Power
3.3. Similarity and Purchase Intention
3.4. Power and Purchase Intention
3.5. Research Model
4. Methodology
4.1. Research Design
4.2. Participants and Data Collection
- Prohibition of repeated participation;
- Restriction of credit scores to ensure only eligible individuals could participate;
- Integration of validation questions to eliminate careless or irrelevant responses;
- Establishment of human–computer verification mechanisms to deter automatic generation or other forms of computer-generated responses;
- Request for participants to complete all items within the questionnaire.
- Failure to pass the validation question;
- Answer time less than 360 s or more than 900 s;
- More than 80% of the questions were assigned an identical value.
5. Data Analysis
5.1. Validation of the Measuring Scales
5.2. Hypothesis Test
5.3. Mediating Effect Test
6. Discussion
7. Conclusions
8. Implications
8.1. Theoretical Implications
8.2. Practical Implications
9. Limitations and Future Lines
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Constructs | Items | Measurement | Reference |
---|---|---|---|
Emotion | EMO1 | I feel the content in short video/live streaming touch me. | Lee and Theokary [5]; |
EMO2 | I feel the content in short video/live streaming move my emotions. | ||
EMO3 | I can feel the emotion from content in short video/live streaming. | ||
Social presence | SP1 | I feel a sense of human contact in short video/live streaming. | Gefen and Straub [55] |
SP2 | I feel a sense of sociability in short video/live streaming. | ||
SP3 | I feel a sense of human warmth in short video/live streaming. | ||
SP4 | I feel a sense of human sensitivity in short video/live streaming. | ||
Quantity | QUAN1 | The number of likes of the short video/live streaming is large. | Park et al. [65]; Filieri [66] |
QUAN2 | The number of favorites/focus of the short video/live streaming is large. | ||
QUAN3 | The number of reviews/danmu of the short video/live streaming is large. | ||
QUAN4 | The amount of information in short video/live streaming is large. | ||
Quality | QUAL1 | The short video/live streaming provides timely information. | Park et al. [65]; Filieri [66] |
QUAL2 | The short video/live streaming provides accurate information. | ||
QUAL3 | The short video/live streaming provides useful information. | ||
QUAL4 | The short video/live streaming provides relevant information. | ||
Similarity | SIM1 | As for styles about the products/services, I feel similar with the streamer in short video/live streaming. | Hu et al. [71] |
SIM2 | As for tastes about the products/services, I feel similar with the streamer in short video/live streaming. | ||
SIM3 | As for likes and dislikes about the products/services, I feel similar with the streamer in short video/live streaming. | ||
SIM4 | As for preferences about the products/services, I feel similar with the streamer in short video/live streaming. | ||
Power | POW1 | I think the streamer in short video/live streaming knows more about the products/services than I do. | Raven et al. [75] |
POW2 | I think the streamer in short video/live streaming has more expert knowledge of the products/services than I do. | ||
POW3 | I think the streamer in short video/live streaming has more information and experience about the products/services than I do. | ||
Purchase Intention | PI1 | I intend to purchase the products/services in short video/live streaming. | Pavlou and Fygenson [76] |
PI2 | I plan to purchase the products/services in short video/live streaming. | ||
PI3 | I predict that I would purchase the products/services in short video/live streaming. | ||
PI4 | It is highly likely I would purchase the products/services in short video/live streaming. |
Variable | Category | Absolute | Percent (%) |
---|---|---|---|
Gender | male | 191 | 37.09 |
female | 324 | 62.91 | |
Age | <20 | 24 | 4.67 |
20–29 | 233 | 45.24 | |
30–39 | 206 | 40.00 | |
40–49 | 39 | 7.57 | |
≥50 | 13 | 2.52 | |
Education background | Primary and below | 3 | 0.58 |
Junior High School | 10 | 1.94 | |
Senior High School | 60 | 11.65 | |
Undergraduate degree | 351 | 68.16 | |
Master’s degree and above | 91 | 17.67 | |
Times of weekly use | once a week or less | 19 | 3.69 |
2–3 times a week | 79 | 15.34 | |
4–6 times a week | 140 | 27.18 | |
once a day or more | 277 | 53.79 |
Factor | Indicator | Loading | α | AVE | CR |
---|---|---|---|---|---|
Emotion | EMO1 | 0.755 | 0.803 | 0.583 | 0.807 |
EMO2 | 0.742 | ||||
EMO3 | 0.792 | ||||
Social presence | SP1 | 0.709 | 0.822 | 0.536 | 0.822 |
SP2 | 0.720 | ||||
SP3 | 0.735 | ||||
SP4 | 0.763 | ||||
Quantity | QUAN1 | 0.752 | 0.843 | 0.576 | 0.845 |
QUAN2 | 0.775 | ||||
QUAN3 | 0.759 | ||||
QUAN4 | 0.750 | ||||
Quality | QUAL1 | 0.721 | 0.811 | 0.518 | 0.811 |
QUAL2 | 0.732 | ||||
QUAL3 | 0.715 | ||||
QUAL4 | 0.710 | ||||
Similarity | SIM1 | 0.762 | 0.838 | 0.565 | 0.838 |
SIM2 | 0.735 | ||||
SIM3 | 0.763 | ||||
SIM4 | 0.746 | ||||
Power | POW1 | 0.776 | 0.814 | 0.592 | 0.813 |
POW2 | 0.764 | ||||
POW3 | 0.769 | ||||
Purchase intention | PI1 | 0.723 | 0.835 | 0.561 | 0.836 |
PI2 | 0.755 | ||||
PI3 | 0.753 | ||||
PI4 | 0.764 |
EMO | SP | QUAN | QUAL | SIM | POW | PI | |
---|---|---|---|---|---|---|---|
EMO | 0.763 | ||||||
SP | 0.398 | 0.732 | |||||
QUAN | 0.372 | 0.590 | 0.759 | ||||
QUAL | 0.316 | 0.333 | 0.395 | 0.720 | |||
SIM | 0.295 | 0.446 | 0.330 | 0.672 | 0.752 | ||
POW | 0.215 | 0.494 | 0.388 | 0.350 | 0.447 | 0.770 | |
PI | 0.300 | 0.328 | 0.350 | 0.431 | 0.433 | 0.414 | 0.749 |
Hypothesis | Path | Standard Coefficient | S.E. | C.R. | p | Result |
---|---|---|---|---|---|---|
H1 | Emotion → Similarity | 0.165 | 0.061 | 2.892 | ** | Supported |
H2 | Social presence → Similarity | 0.411 | 0.064 | 6.740 | *** | Supported |
H3 | Quantity → Power | 0.330 | 0.060 | 5.708 | *** | Supported |
H4 | Quality → Power | 0.240 | 0.077 | 4.104 | *** | Supported |
H5 | Similarity → Purchase intention | 0.328 | 0.054 | 5.797 | *** | Supported |
H6 | Power → Purchase intention | 0.310 | 0.046 | 5.487 | *** | Supported |
Path | Path A | Path B | Path C | Indirect Effect | ||||
---|---|---|---|---|---|---|---|---|
X → M | M → Y | X → Y | 95% Confidence Interval | |||||
Coeff | Coeff | Coeff | Effect | S.E. | Lower | Upper | Rate | |
Emotion → Similarity → Purchase intention | 0.248 *** | 0.323 *** | 0.168 *** | 0.084 | 0.028 | 0.038 | 0.146 | 32.31% |
Social presence → Similarity → Purchase intention | 0.368 *** | 0.306 *** | 0.157 *** | 0.104 | 0.031 | 0.052 | 0.171 | 41.71% |
Quantity → Power → Purchase intention | 0.321 *** | 0.279 *** | 0.208 *** | 0.084 | 0.024 | 0.042 | 0.134 | 30.08% |
Quality → Power → Purchase intention | 0.283 *** | 0.265 *** | 0.282 *** | 0.082 | 0.026 | 0.037 | 0.142 | 21.01% |
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Deng, M.; Yang, Y.; Sun, B. Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality. Behav. Sci. 2024, 14, 738. https://doi.org/10.3390/bs14090738
Deng M, Yang Y, Sun B. Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality. Behavioral Sciences. 2024; 14(9):738. https://doi.org/10.3390/bs14090738
Chicago/Turabian StyleDeng, Minwei, Yitong Yang, and Baiqing Sun. 2024. "Research on the Purchase Intention of Social Commerce Consumers in Video Streams: Dual Pathways of Affection and Rationality" Behavioral Sciences 14, no. 9: 738. https://doi.org/10.3390/bs14090738