Abstract
Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer’s purchase intention. Based on the Stimulus-Organism-Response (SOR) model, this study explores the effects of environmental stimuli on the consumer’s perceived risk and purchase intention within a live-streaming shopping context. Through a sample of 341 valid users, we found that 1) perceived risk has a negative effect on the consumer’s purchase intention; 2) the streamer’s credibility partially mediates the relationship between perceived risk and purchase intention; and 3) the interactivity is positively associated with purchase intention. These results provide possible insights into how environmental stimuli in the context of live-streaming shopping affect the consumer’s perceived risk and purchase intention.
| Original language | English |
|---|---|
| Publication status | Presented - 21 Jun 2021 |
| Event | The 23nd Biennial Conference of the International Telecommunications Society - Virtual Duration: 20 Jun 2021 → 23 Jun 2021 |
Conference
| Conference | The 23nd Biennial Conference of the International Telecommunications Society |
|---|---|
| Period | 20/06/21 → 23/06/21 |
Bibliographical note
Information for this record is supplemented by the author(s) concerned.Research Keywords
- live-streaming
- perceived risk
- purchase intention
- credibility
- media richness
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