Enhancing purchase intentions among young consumers in a live-streaming shopping environment using relational bonds: are there differences between “buyers” and “non-buyers”?

Abstract

Purpose

Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis is applied to understand the similarities and differences of factors that trigger purchase intentions among buyers and non-buyers in live-streaming shopping.

Design/methodology/approach

A snowball sampling was used to collect data from 507 Chinese consumers between June and September 2022 using Wenjuanxing, i.e., an online survey platform in China. The data was analyzed using the partial least squares method of structural equation modeling.

Findings

The findings revealed that amongst the three relational bonds, social and structural bonds were positively associated with trust, whereas financial bonds had no significant relationship with trust. This implies that while price discount might not have any significant relationship with trust, the social interactions that college students have with the live-streamers and their products build trust, which in turn translates to purchasing decisions. Comparing buyers and non-buyers, the results support that buyers have a higher level of trust in live-streaming shopping than non-buyers. This is indicative of the authentic and immersive experiences enjoyed by consumers in live streaming that generate structural bonds and foster stronger connections (relational bonds), thereby establishing trust.

Originality/value

This study is one of the first empirical studies targeting college students as participants in live streaming. These findings are expected to provide actionable insights to streamers especially in converting non-buyers to buyers in live-streaming broadcast.

Citation

Tan, K.-L., Hii, I.S.H., Lim, X.-J. and Wong, C.Y.L. (2024), "Enhancing purchase intentions among young consumers in a live-streaming shopping environment using relational bonds: are there differences between “buyers” and “non-buyers”?", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 1, pp. 48-65. https://doi.org/10.1108/APJML-01-2023-0048