Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Wang, B; Xie, F; Kandampully, J; Wang, J

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Wang, B Xie, F Kandampully, J Wang, J

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Publisher:: Elsevier
Publication Type:: Journal Article
Citation:: Journal of Retailing and Consumer Services, 2022, 69, pp. 1-16
Issue Date:: 2022-11-01

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Field	Value	Language
dc.contributor.author	Wang, B
dc.contributor.author	Xie, F
dc.contributor.author	Kandampully, J
dc.contributor.author	Wang, J
dc.date.accessioned	2023-06-22T04:03:52Z
dc.date.available	2023-06-22T04:03:52Z
dc.date.issued	2022-11-01
dc.identifier.citation	Journal of Retailing and Consumer Services, 2022, 69, pp. 1-16
dc.identifier.issn	0969-6989
dc.identifier.uri	http://hdl.handle.net/10453/170818
dc.description.abstract	Although online retailing is applying livestreaming to promote both hedonic and utilitarian products the differential effectiveness of utilizing this tool across the two types of products is still unclear With an online experiment the study found that livestreaming vs traditional e commerce is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products By running a moderated serial mediation analysis the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products Therefore our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming the study not only provides a theoretical glimpse of where livestreaming is more effective and why but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context 2022 Elsevier Ltd
dc.language	en
dc.publisher	Elsevier
dc.relation.ispartof	Journal of Retailing and Consumer Services
dc.relation.isbasedon	10.1016/j.jretconser.2022.103109
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1505 Marketing, 1506 Tourism
dc.subject.classification	Marketing
dc.title	Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust
dc.type	Journal Article
utslib.citation.volume	69
utslib.for	1503 Business and Management
utslib.for	1505 Marketing
utslib.for	1506 Tourism
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (International)
utslib.copyright.status	closed_access	*
pubs.consider-herdc	false
dc.date.updated	2023-06-22T04:03:49Z
pubs.publication-status	Published
pubs.volume	69

Abstract:

Although online retailing is applying livestreaming to promote both hedonic and utilitarian products the differential effectiveness of utilizing this tool across the two types of products is still unclear With an online experiment the study found that livestreaming vs traditional e commerce is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products By running a moderated serial mediation analysis the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products Therefore our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming the study not only provides a theoretical glimpse of where livestreaming is more effective and why but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context 2022 Elsevier Ltd

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http://hdl.handle.net/10453/170818