The Effects of Match-Up Cues on Consumer Purchase Behavior in Live Streaming E-Commerce

Authors

Xiayu Chen, Hefei University of TechnologyFollow
Junya Shen, Hefei University of TechnologyFollow
Shaobo Wei, Hefei University of TechnologyFollow

Paper Number

1464

Abstract

In recent years, live streaming e-commerce has been rapidly developed. Despite the increasing body of research exploring factors associated with consumers’ purchase behavior during live streaming, existing findings remain largely fragmented. Building on match-up hypothesis and uncertainty literature, this study tends to investigate how anchor-product fit, live content-product fit, Danmaku content-product fit and self-product fit combined as causal configurations to reduce consumer perceived product uncertainty and promote consumer purchase behavior. This study will collect data through online questionnaires and analyze them with fsQCA. It is expected to contribute to the live streaming e-commerce literature and provide practical guidance for online sellers and platforms.

Comments

Paper Number 1464

Recommended Citation

Chen, Xiayu; Shen, Junya; and Wei, Shaobo, "The Effects of Match-Up Cues on Consumer Purchase Behavior in Live Streaming E-Commerce" (2022). PACIS 2022 Proceedings. 16.
https://aisel.aisnet.org/pacis2022/16