Work

The Influence of E-Commerce Live Streaming on Lifestyle Fit Uncertainty and Online Purchase Intention of Experience Products

Year: 2019

Type: conference-paper

Abstract: Deriving from the existing research in the product uncertainty literature, we propose a new type of uncertainty that is an important predictor of purchase intention on e-commerce websites: lifestyle fit uncertainty. This uncertainty is distinct from uncertainties regarding description or performance, and targets the uncertainty that results from not knowing how much a product will help a customer reach their broader life goals and values. By integrating mean-ends chain of lifestyle (MECL) theory, socialized charismatic leadership (SCL) theory and product uncertainty theory, we explore how IT-mediated marketing service content of e-commerce live streaming mitigates lifestyle fit uncertainty. We also identify ICT-enabled information retrieval capabilities in live streaming platforms as moderators which regulates the effects of IT-mediated marketing service content on lifestyle fit uncertainty.

Source: Proceedings of the ... Annual Hawaii International Conference on System Sciences/Proceedings of the Annual Hawaii International Conference on System Sciences

DOI: 10.24251/hicss.2019.610

Authors: zhenjiao Chen, R. Cenfetelli, Izak Benbasat

Institutions: Beijing Institute of Technology, University of British Columbia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Funder: National Natural Science Foundation of China

Award: 中国跨国企业基于导师网络的隐性知识逆向转移机制研究