Effects of streamer, context and product on consumers’ purchase and continuous watching intentions in livestreaming commerce
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
Purpose This study examines consumer behavior in livestreaming shopping. It investigates how streamer characteristics, contextual elements and product attributes affect consumers’ feelings of relatedness, competence and autonomy, and subsequently, their purchase and continuous watching intentions. Design/methodology/approach This study draws on the stimuli-organism-response model and self-determination theory. An online survey was conducted with Amazon Live users. PLS-SEM was used to test the research model and hypotheses. Findings The findings indicate that streamers’ perceived interactivity, similarity and expertise substantially enhance these psychological constructs. Contextual factors – visual complexity, time pressure and perceived social herding – also significantly influence such psychological constructs. Additionally, price attractiveness and product diversity are critical in influencing consumers’ sense of relatedness and autonomy. These psychological constructs are central to consumer behavior, impacting both purchase and continuous watching intentions. Originality/value This study reveals relatedness, competence and autonomy as drivers of consumer behavior in livestreaming shopping, suggesting that the fulfillment of these psychological motivations can lead to higher continuous watching and purchase intentions.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it