Impact of the Match-up between Live Streaming Styles and Product Types on Consumers’ Purchase Intention

Authors

Yabin CAI, ESSEC Business SchoolFollow
Xueqi Bao, University of Nottingham Ningbo ChinaFollow
Yan Li, ESSEC Business SchoolFollow
Jie (Joseph) Yu, University of Nottingham Ningbo ChinaFollow
Xi Chen, Zhejiang UniversityFollow

Paper Number

1532

Abstract

Based on the match-up hypothesis, the present study examines how customers’ live streaming purchase intention varies across match-up between live streaming styles and product types. We conduct a 3*2 factorial experiment to investigate conditions of 3 live streaming styles (information-based, experience-based, and knowledge-based) vs. product types (search and experience) and assess their effects on purchase intention. The findings show that consumers prefer the experience-based style when purchasing search products and the knowledge-based and experience-based styles when purchasing experience products, which can provide some practical insights for practitioners. The study contributes by providing evidence on how different live streaming styles can be applied to different products to trigger consumer purchase intention and examining a new application of the match-up hypothesis.

Comments

Paper Number 1532

Recommended Citation

CAI, Yabin; Bao, Xueqi; Li, Yan; Yu, Jie (Joseph); and Chen, Xi, "Impact of the Match-up between Live Streaming Styles and Product Types on Consumers’ Purchase Intention" (2022). PACIS 2022 Proceedings. 238.
https://aisel.aisnet.org/pacis2022/238