Journal article
Heuristic or systematic? Effects of information cues on dynamics of consumers conversion in live streaming e-commerce
Journal of business research, Vol.206, 115941
03/2026
DOI: 10.1016/j.jbusres.2025.115941
Abstract
•We study the effects of heuristic cues and systematic cues from the streamer on the dynamics of consumers’ conversion state.•Hidden Markov Model (HMM) is constructed to model dynamic transition process of consumers’ conversion state.•The heterogeneous effects of two categories of information cues on consumer’ conversion state is verified.•There is an attenuation effect in the information processing of consumers in the context of live streaming commerce.
Live streaming e-commerce is becoming a mainstream marketing channel for firms, which has aroused great interest among practitioners and researchers. Although improving consumers’ conversion rate is regarded as the key to the success of live streaming e-commerce, few studies have noticed the dynamic nature of consumers’ conversion state, i.e., the consecutive transition of conversion state of consumers during the consecutive product-selling segments. To fill these research gaps, this paper investigates the effects of heuristic cues and systematic cues from streamer on the dynamics of consumers’ conversion state based on the dual processing theory. We adopt a data-driven approach to make use of hidden Markov model to identify unobserved consumers’ conversion state from observed behavior data. Empirical study is conducted by using 6,825 product live segments collected from Douyin e-commerce platform. The findings indicate that both heuristic cues and systematic cues have positive effects on escalating the conversion state of consumers and the previous conversion state of consumers moderates the effects. These findings provide great managerial implications for practitioners in customizing their marketing strategy in live streaming e-commerce.
Details
- Title: Subtitle
- Heuristic or systematic? Effects of information cues on dynamics of consumers conversion in live streaming e-commerce
- Creators
- Rui Xie - Beijing University of TechnologyWen Zhang - Beijing University of TechnologyZhenzhong Ma - University of WindsorFeng Mai - Tippie College of Business, University of Iowa, Iowa City, IA 52242, USAJian Li - Beijing University of Technology
- Resource Type
- Journal article
- Publication Details
- Journal of business research, Vol.206, 115941
- DOI
- 10.1016/j.jbusres.2025.115941
- ISSN
- 0148-2963
- eISSN
- 1873-7978
- Publisher
- Elsevier Inc; NEW YORK
- Grant note
- National Natural Science Foundation of China: 72174018, 71932002 Beijing Natural Science Fund: 9222001 Philosophy and Sociology Science Fund from Beijing Municipal Education Com-mission: SZ2021110005001
This research was supported in part by the National Natural Science Foundation of China under Grant Nos. 72174018 and 71932002; the Beijing Natural Science Fund under Grant No. 9222001; the Philosophy and Sociology Science Fund from Beijing Municipal Education Com-mission (SZ2021110005001) .
- Language
- English
- Date published
- 03/2026
- Academic Unit
- Business Analytics
- Record Identifier
- 9985113255402771
Metrics
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