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Ready for Livestream E-commerce? : The Effects of Peer Cues and Communication Immediacy on Purchase Intentions : A Cross-cultural Study in the Netherlands and China

Liang, Wei (2021) Ready for Livestream E-commerce? : The Effects of Peer Cues and Communication Immediacy on Purchase Intentions : A Cross-cultural Study in the Netherlands and China.

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Abstract:As an emerging form of social commerce, livestream e-commerce has been surging dramatically in China. Recent literature gives more attention to livestream shopping behaviors, but most of the empirical studies were conducted in China, this cross-cultural study aims at exploring Dutch and Chinese consumer behaviors in live streaming shopping under the influence of engagement stimuli. The main purpose of this study was to investigate how engagement stimuli (i.e., peer cues and communication immediacy) influence purchase intentions through perceived social support, as well as determining the role of individualism-collectivism at the country-level and individual-level in the context of livestream shopping. To explore the effects mentioned above, a 2 (individualistic vs. collectivistic background) × 2 (present vs. absence of peer cues) × 2 (high vs. low communication immediacy) factor between-subject experimental design was conducted. Data was collected from Facebook, WhatsApp, Weibo, WeChat, LinkedIn and survey communities. This study empirically examined the model by mainly targeting Dutch and Chinese female consumers aged 19~45, respondents(N=307) were randomly assigned to one of the experimental conditions. The results of this study revealed that communication immediacy had a significant impact on purchase intentions, and perceived social support mediated the effect of engagement stimuli (i.e., peer cues and communication immediacy) on purchase intentions. The effect of country-level cultural differences was insignificant, however, individualism-collectivism at the individual-level moderated the relationship between perceived social support and purchase intentions. Specifically, the effect of perceived social support on purchase intentions was stronger for consumers with collectivistic cultural traits than those with individualistic cultural traits.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/87970
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