Work

Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay

Year: 2025

Type: article

Abstract: Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues in live-streaming studios on consumers’ intention to stay in the live-streaming context. Results of four laboratory experiments indicated that presenting festival cues enhanced consumers’ intention to stay. In the relationship between festival cues and consumers’ intention to stay, festivalscape perception and pleasure–arousal played serial mediating roles. Product category moderated the effect of festival cues on consumers’ intention to stay. For non-festival products, presenting festival cues led to a stronger intention to stay. The moderating role of involvement was significant in the relationship between festival cues and intention to stay. Regarding less involved consumers, presenting festival cues significantly enhanced their intention to stay. Our work contributes to the existing knowledge of e-commerce live-streaming, festivalscape, and festival shopping, and offers relevant managerial implications for live-streaming e-retailers.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20020116

Authors: Ruijuan Wu, Huizhen Jin

Institutions: Tianjin University of Technology, Jilin University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funders: Ministry of Education of the People's Republic of China, National Office for Philosophy and Social Sciences, National Social Science Fund of China, Jilin Scientific and Technological Development Program