Title: Why are consumers more willing to purchase in live stream shopping? The perspective of psychological distance: examples from China

Authors: Liangjie Zhu; Kun Nie; Zhiyuan Liao; Yuqi Wang; Chujing Zhang

Addresses: School of Business Administration, Zhejiang Gongshang University, No. 18, Xuezheng Street, Jianggan District, Hangzhou, Zhejiang, China ' School of Business Administration, Zhejiang Gongshang University, No. 18, Xuezheng Street, Jianggan District, Hangzhou, Zhejiang, China ' School of Business Administration, Zhejiang Gongshang University, No. 18, Xuezheng Street, Jianggan District, Hangzhou, Zhejiang, China ' School of Business Administration, Zhejiang Gongshang University, No. 18, Xuezheng Street, Jianggan District, Hangzhou, Zhejiang, China ' School of Business Administration, Zhejiang Gongshang University, No. 18, Xuezheng Street, Jianggan District, Hangzhou, Zhejiang, China

Abstract: The emerging global trend of live stream shopping (LSS) and its remarkable sales performance, have garnered growing interest among researchers. However, academic research in this field is still relatively limited. In this study, we utilise the theory of psychological distance to investigate the relationship between LSS technical features and customers' purchase intentions. Our findings indicate that LSS technical features, namely visibility, metavoicing, and shopping guidance, play a crucial role in stimulating purchase intentions by assisting consumers in perceiving spatial, temporal, and social distance. These findings make significant contributions to our understanding of the underlying mechanisms driving consumer behaviour in LSS and offer practical implications for professionals in the live stream marketing industry.

Keywords: live stream shopping; LSS; psychological distance; technical features; China.

DOI: 10.1504/IJCULTM.2023.134451

International Journal of Cultural Management, 2023 Vol.1 No.3, pp.265 - 283

Received: 13 Apr 2023
Accepted: 21 Jun 2023
Published online: 23 Oct 2023 *

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