Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Li, L; Kang, K; Feng, Y; Zhao, A

Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping

Li, L Kang, K

Feng, Y Zhao, A

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Publisher:: Springer Science and Business Media LLC
Publication Type:: Journal Article
Citation:: Journal of Marketing Analytics, 2022, pp. 1-14
Issue Date:: 2022-01-01

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Field	Value	Language
dc.contributor.author	Li, L
dc.contributor.author	Kang, K https://orcid.org/0000-0003-4252-9802
dc.contributor.author	Feng, Y
dc.contributor.author	Zhao, A
dc.date.accessioned	2023-02-28T11:20:34Z
dc.date.available	2023-02-28T11:20:34Z
dc.date.issued	2022-01-01
dc.identifier.citation	Journal of Marketing Analytics, 2022, pp. 1-14
dc.identifier.issn	2050-3318
dc.identifier.issn	2050-3326
dc.identifier.uri	http://hdl.handle.net/10453/166584
dc.description.abstract	This paper conducts research on the interaction between ethnic minority group (EMG) live streamers and online consumers, aiming to present how EMG live streamers’ appearance and interaction factors affect online consumers’ cultural experience during live streaming shopping. Based on the social presence theory and the immersion theory, this paper explores how EMG live streamers impact online consumers’ cultural experience, and it designs personal EMG knowledge as a moderating variable under specific social and cultural backgrounds. Through analysing 325 online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results support that both EMG live streamers’ appearance and interactive content positively affect online consumers’ cultural presence and cultural immersion experiences, leading to their cultural products purchasing behaviours. Meanwhile, online consumers’ personal EMG knowledge would negatively moderate the relationship between online consumers’ cultural experience and cultural products purchasing behaviours.
dc.language	en
dc.publisher	Springer Science and Business Media LLC
dc.relation.ispartof	Journal of Marketing Analytics
dc.relation.isbasedon	10.1057/s41270-022-00192-5
dc.rights	info:eu-repo/semantics/closedAccess
dc.title	Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping
dc.type	Journal Article
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Professional Practice and Leadership
utslib.copyright.status	closed_access	*
dc.date.updated	2023-02-28T11:20:33Z
pubs.publication-status	Published

Abstract:

This paper conducts research on the interaction between ethnic minority group (EMG) live streamers and online consumers, aiming to present how EMG live streamers’ appearance and interaction factors affect online consumers’ cultural experience during live streaming shopping. Based on the social presence theory and the immersion theory, this paper explores how EMG live streamers impact online consumers’ cultural experience, and it designs personal EMG knowledge as a moderating variable under specific social and cultural backgrounds. Through analysing 325 online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results support that both EMG live streamers’ appearance and interactive content positively affect online consumers’ cultural presence and cultural immersion experiences, leading to their cultural products purchasing behaviours. Meanwhile, online consumers’ personal EMG knowledge would negatively moderate the relationship between online consumers’ cultural experience and cultural products purchasing behaviours.

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http://hdl.handle.net/10453/166584