Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| The characteristics of live streaming, serving as stimuli, influence different aspects of perceived values, which, in turn, affect consumers’ purchase intentions | This study adopts an integrative SOR model to examine the mechanisms through which live streaming characteristics (stimuli) influence purchase intentions (response) via perceived values (organism) |
| Interactivity and visibility positively affect both perceived utilitarian and hedonic values, whereas communication immediacy does not have a significant impact on these perceived values | Live streamers and related platforms should prioritize enhancing interactivity and visibility, as these characteristics play a critical role in shaping consumers’ perceived values |
| Perceived utilitarian and hedonic values are crucial determinants of consumers’ purchase intentions in the context of live streaming | Digital platforms should focus on strategies to enhance these perceived values within the context of live streaming, as they have a significant impact on consumers’ decision-making processes |
| Conclusions | Theoretical and managerial implications |
|---|---|
| The characteristics of live streaming, serving as stimuli, influence different aspects of perceived values, which, in turn, affect consumers’ purchase intentions | This study adopts an integrative SOR model to examine the mechanisms through which live streaming characteristics (stimuli) influence purchase intentions (response) via perceived values (organism) |
| Interactivity and visibility positively affect both perceived utilitarian and hedonic values, whereas communication immediacy does not have a significant impact on these perceived values | Live streamers and related platforms should prioritize enhancing interactivity and visibility, as these characteristics play a critical role in shaping consumers’ perceived values |
| Perceived utilitarian and hedonic values are crucial determinants of consumers’ purchase intentions in the context of live streaming | Digital platforms should focus on strategies to enhance these perceived values within the context of live streaming, as they have a significant impact on consumers’ decision-making processes |
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