Journal article
Do Real-Time Reviews Matter? Examining how Bullet Screen Influences Consumers' Purchase Intention in Live Streaming Commerce
Information systems frontiers, Vol.25(5), pp.2051-2067
10/2023
DOI: 10.1007/s10796-022-10356-4
Abstract
Bullet screen as a type of real-time reviews published by viewers is an important unique feature in live streaming commerce. However, it is unclear whether and how bullet screen affects consumers' purchase intention. Drawing upon elaboration likelihood model, this study developed a conceptual model integrating two variables for central cues and three variables for peripheral cues to explain consumers' purchase intention. Using a big dataset of 668,591 records from the Taobao Live, the largest live streaming commerce platform in China, our empirical study finds that bullet screen has a vital role in influencing consumers' purchase intention. Interestingly, bullet screen sentiment has a curvilinear relationship with purchase intention, and source credibility has a negative effect on purchase intention. In addition, product type moderates the impact of bullet screen on purchase intention, and the results indicate that peripheral cues have a stronger influence on purchase intention of experience products than search products. Our study contributes to customer review literature by exploring the influence of real-time reviews on consumer behaviors in live streaming commerce. It also offers a useful practical framework for platform providers and sellers.
Details
- Title: Subtitle
- Do Real-Time Reviews Matter? Examining how Bullet Screen Influences Consumers' Purchase Intention in Live Streaming Commerce
- Creators
- Qingfeng Zeng - Shanghai University of Finance and EconomicsQian Guo - Henan UniversityWei Zhuang - Shanghai Univ Finance & Econ, Dept Informat Management & Elect Commerce, 777 Guoding Rd, Shanghai, Peoples R ChinaYu Zhang - Shanghai Univ Finance & Econ, Dept Informat Management & Elect Commerce, 777 Guoding Rd, Shanghai, Peoples R ChinaWeiguo Fan - Univ Iowa, Dept Management Sci, Tippie Coll Business, Iowa City, IA USA
- Resource Type
- Journal article
- Publication Details
- Information systems frontiers, Vol.25(5), pp.2051-2067
- Publisher
- Springer Nature
- DOI
- 10.1007/s10796-022-10356-4
- ISSN
- 1387-3326
- eISSN
- 1572-9419
- Number of pages
- 17
- Grant note
- 71102138 / National Natural Science Foundation of China; National Natural Science Foundation of China (NSFC)
- Language
- English
- Electronic publication date
- 11/12/2022
- Date published
- 10/2023
- Academic Unit
- Business Analytics
- Record Identifier
- 9984380381102771
Metrics
60 Record Views