Start Date
10-12-2017 12:00 AM
Description
It is an emerging phenomenon that Internet celebrity live streaming shows are applied in eCommerce to provide online marketing service. We propose the “lifestyle-centric” design principle to guide the design of IT-mediated marketing service contents and explore how the IT-mediated service contents affect purchase intention. In the research model, value compatibility, consumption experience transmission and product presentation are hypothesized to improve purchase intention. The three factors are proposed as formative second-order constructs formed by a set of IT-mediated service functions. Value compatibility comprises vision, personalization, consumption cues and inspiration. Consumption experience transmission comprises trialability, result demonstrability, rehearsal, training, and analogical mapping and transferring. Product presentation comprises multimedia advertising, visual control, vicarious tactile control, and spatial navigation. We outline the research design of a survey to test the theoretical model. Once completed, our study will provide implications regarding the design of IT-mediated functions for a lifestyle-centric online marketing service.
Recommended Citation
Chen, Zhenjiao; Benbasat, Izak; and Cenfetelli, Ronald T., "“Grassroots Internet Celebrity Plus Live Streaming” Activating IT-Mediated Lifestyle Marketing Services at e-Commerce Websites" (2017). ICIS 2017 Proceedings. 7.
https://aisel.aisnet.org/icis2017/EBusiness/Presentations/7
“Grassroots Internet Celebrity Plus Live Streaming” Activating IT-Mediated Lifestyle Marketing Services at e-Commerce Websites
It is an emerging phenomenon that Internet celebrity live streaming shows are applied in eCommerce to provide online marketing service. We propose the “lifestyle-centric” design principle to guide the design of IT-mediated marketing service contents and explore how the IT-mediated service contents affect purchase intention. In the research model, value compatibility, consumption experience transmission and product presentation are hypothesized to improve purchase intention. The three factors are proposed as formative second-order constructs formed by a set of IT-mediated service functions. Value compatibility comprises vision, personalization, consumption cues and inspiration. Consumption experience transmission comprises trialability, result demonstrability, rehearsal, training, and analogical mapping and transferring. Product presentation comprises multimedia advertising, visual control, vicarious tactile control, and spatial navigation. We outline the research design of a survey to test the theoretical model. Once completed, our study will provide implications regarding the design of IT-mediated functions for a lifestyle-centric online marketing service.