PACIS 2022 Proceedings

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Paper Number

1425

Abstract

Live streaming has become a new and important shopping channel in e-commerce. Although previous studies have provided insightful findings on how to engage consumers in e-commerce live streaming, limited effort has been paid to explore the role of factors related to the live streaming environment. Based on the literature on space perception, we developed a structural equation model (SEM) to examine the effects of perceived distance and perceived depth and then conducted a series of mediation analyses. We found that perceived distance and perceived depth affect consumers’ psychological cognition of products displayed in the live streaming room, then further impact their attitudes towards the products. Our findings contribute to understanding the role of the environmental factors (i.e., perceived distance and perceived depth) in e-commerce live streaming and provide practical implications for e-commerce platforms and merchants in arranging the live streaming space.

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