How Streaming Services Impact Consumer Perception Of Satisfication And Well Being

Front Psychol. 2021; 12: 767876.

How Alive Streaming Features Bear upon Consumers' Buy Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory

Received 2021 Aug 31; Accepted 2021 Oct 8.

Data Availability Statement

The raw data supporting the conclusions of this commodity will be fabricated available by the authors, without undue reservation.

Abstract

Given that "cross-edge e-commerce + live streaming" has become an important driver of global trade but limited attention has been paid to this surface area, this study examines the impacts of alive streaming features on the consumers' cross-border purchase intention from the perspectives of consumers' overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A full of 272 samples were collected past a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers' overall perceived value and purchase intention, and significantly reduce consumers' overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers' overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage alive streaming to influence consumers' perception and buy intention.

Keywords: live streaming shopping, cross-border east-commerce, consumers' purchase intention, saving money, SOR theory

Introduction

According to the new released "Global Cross-Border B2C E-Commerce 2021" report (Research and Markets, 2021), cantankerous-border online shopping is favored by a majority of consumers over the local online retail in 2020 because of its various products and attractive prices. Despite the COVID-nineteen, the growth of cross-border e-commerce has maintained a relatively high speed. It is predicted that the overall cantankerous-border east-commerce market value will surge by 30% from 2019 to 2026. For instant, in Italy, the majority of online shopping were performed across the borders, outweighing the domestic shopping in 2020. Due to the acceleration of cross-border e-commerce, it is necessary and important to understand consumers' purchase intention and behavior in such context.

Existing inquiry on cross-border e-commerce mainly focuses on traditional e-commerce elements (Martin et al., 2015; Agrawal and Fox, 2017; Zhang, 2018; Steinhoff et al., 2019). Express attention has been paid to live streaming e-commerce. Live streaming, as a new diversified, existent-time interactive medium, has been rapidly developed and widely used in cantankerous-border e-commerce. Live streaming east-commerce refers to a marketing model in which streamers (sellers or their employees) rely on alive streaming platforms to conduct online alive streaming, and provide consumers with products descriptions and information through interpersonal communications and product trials, thereby promoting consumers' buy intention (Hu et al., 2017). Prior studies accept found that the immediacy, interactivity and immersiveness of alive streaming makes it more bonny to consumers than traditional online shopping modes (Liang et al., 2011; Haimson and Tang, 2017; Cai et al., 2018).

Despite the arising of both cross-border e-commerce and alive streaming e-commerce, information technology is still unclear about the influencing machinery of "cross-border e-commerce + live streaming" on the consumers' purchase intention. Compared with traditional domestic e-commerce, "cross-edge e-commerce + live streaming" has its own features. Firstly, given the complexity of cross-border transaction, the new "cross-border e-commerce + live streaming" fashion enables consumers to fully understand the cross-border product and purchase process in existent time, intuitively and in detail, which further improves consumers' satisfaction. It is widely known that the transactions in cross-border e-commerce are more complex than domestic e-commerce. For instance, the transactional processes usually involve delivery risks and crossing linguistic communication barriers, which may increment consumers' perceived risks and uncertainties and deter consumers from taking full advantage of cross-edge e-commerce (Koh et al., 2012; Guo et al., 2018). Luckily, live streaming could solve the above trouble, which not only provides richer information to consumers through real-fourth dimension responses and interactions with consumers, but also creates a hot selling temper attracting consumers purchasing cross-border goods (Sun et al., 2019). Secondly, the streamers in the cross-border e-commerce context usually use price measures such equally spikes and cost reductions to stimulate and attract consumers. In the cross-edge context, depression price and good quality are the key factors that increase sales. According to a recent PayPal survey (2018), attractive prices are the reason why 72% of Australian consumers choose cross-border online shopping. Similarly, a report of Chinese cross-border east-commerce indicates that users pay more attending to 18-carat appurtenances, service quality and low prices (iiMedia Research, 2021). Given higher up-mentioned unique natures of alive streaming in cantankerous-border e-commerce, information technology is quite meaningful to investigate (one) how the new "cantankerous-border due east-commerce + live streaming" way touch consumers' perceived doubt and perceived value, which farther affect consumers' cantankerous-border online buy intention and (2) what is the role of saving money in the relationships.

To address the research questions, this study examines the impacts of cross-border e-commerce alive streaming features on the consumers' buy intention from the perspectives of consumers' overall perceived value and overall perceived uncertainty based on the SOR theory. At the same time, through investigating the moderating furnishings of saving money, this study reveals the impacts of astonishing bargains in the live streaming. A total of 272 samples were nerveless by a questionnaire survey, and so statistical analysis and hypothesis testing were carried out through structural equation models. The results bear witness that live streaming features significantly increment consumers' overall perceived value and buy intention, and significantly reduce consumers' overall perceived doubtfulness. In addition, saving money further increases the touch on of alive streaming features on consumers' overall perceived value. This study provides a theoretical basis and reference for cross-edge east-commerce platforms and merchants to effectively leverage live streaming to influence consumer perception and buy intention.

The findings of our study provide the following contributions to the existing literature. Commencement, this study enriches the research by interpreting how live streaming can exist used to affect consumers' cross-border purchase intention based on SOR theory. In particular, we examined the influencing mechanism of "cross-border e-commerce + live streaming" on the consumers' purchase intention from the perspectives of consumers' overall perceived value and overall perceived uncertainty. 2d, our study unveils the moderating effect of saving money on cross-border live streaming features affecting consumers' overall perception. The results testify that saving money tin can strengthen the positive impact of live streaming features on the overall perceived value while has no effect on the relationship between live streaming features and overall perceived uncertainty. Therefore, saving money is indeed a useful measure but should be used appropriately and carefully in alive streaming. Our written report also provides applied suggestions for cross-border e-commerce platforms and sellers to promote the continuous and healthy evolution of cross-border live streaming e-commerce.

Theoretical Groundwork and Hypothesis Development

SOR Theory and Consumer Purchase

The SOR (Stimulus-Organism-Response) model was proposed past Mehrabian and Russell (1974) based on ecology psychology. The model believes that external factors would trigger a certain cognitive or emotional response and in turn lead to changes in consumer behavior (Jacoby, 2002). In recent years, with the vigorous evolution of live streaming e-commerce, scholars have explored the impact of live streaming on consumers' purchase intentions and behaviors based on the SOR model. For case, Hu and Chaudhry (2020) used the SOR model to study how relational bonds tin enhance consumer appointment.

Existing research mainly focuses on domestic live streaming e-commerce, and in that location has been a limited understanding of the impact machinery of alive streaming in the context of cantankerous-border eastward-commerce. Therefore, based on the SOR theory, our written report will use live streaming characteristic (S) as an external stimulus, and explore the mechanism of its influence on consumers' cross-edge purchase intentions from the perspectives of consumers' overall perceived value and overall perceived uncertainty. In addition, considering the widely used promotion tools of saving money in the electric current live streaming scenarios, this article will also explore the moderating effect of saving coin on cross-border live streaming features affecting consumers' overall perception. The research model is shown in Figure one.

The Impacts of Live Streaming Features on Overall Perceived Value, Overall Perceived Uncertainty, and Purchase Intention

Live streaming features refers to the functions and features that live streaming could attain existent-fourth dimension interaction through the comprehensive use of text, audio and epitome, and live streaming could deliver true and reliable data to consumers from multiple aspects, enabling consumers to clearly evaluate products' functioning (such every bit toll, quality, and characteristics) (Zhou et al., 2018; de Wit et al., 2020). Cross-edge live streaming e-commerce combines the advantages of multiple media, which not only enables sellers to transmit detailed and rich production information in real fourth dimension (for case, production or procurement process, instructions for use), only likewise allows the streamers to communicate with consumers the feel, appearance, or scent of the products. The authenticity, visualization, and interactive functioning displayed by the alive streaming make consumers feel closer to cross-border products in space and time (Hu and Chaudhry, 2020).

Co-ordinate to the SOR theory, the live streaming features as an external stimulus will bear on the cognitive response of consumers. Previous studies take pointed out that cognition can exist divided into two dimensions: positive knowledge and negative cognition in nature (Dubé and Menon, 2000). Guo (2020) also believes that when customers make buy decisions, they not just care about prices, but also comprehensively compare the benefits and costs of available products. Therefore, this commodity volition jointly understand the bear upon of live streaming features on consumers' purchase intention from the two dimensions of consumers' perceived value and perceived uncertainty in cross-border live streaming e-commerce.

Existing research points out that the structure of perceived value is multifaceted (Lee et al., 2002; Turel et al., 2007). Cocosila and Igonor (2015) believed that perceived value is related to the perception of production or service utility. Kim and Niehm (2009) proposed that perceived value includes a trade-off between the "obtained" office (the benefit that the buyer obtains from the seller'south product) and the "given" function (the cost paid by the buyer to buy the offer). If people think that the gain exceeds what is given, they oft experience satisfied. Chen and Lin (2018) believed that perceived value is a person'south feeling that certain objects or activities can bring benefits. Based on this, this study believes that the overall perceived value is constructed by multiple value perceptions, specifically referring to consumers' overall judgment and evaluation of the transaction value and caused value of the cantankerous-border live streaming shopping according to their needs (Kim et al., 2012).

In addition, the perceived incertitude in the network environment too plays an of import role in the transactions between buyers and sellers (Yeh et al., 2012). Uncertainty refers to the degree to which the future environment cannot be accurately predicted due to imperfect information (Pfeffer and Salancik, 2015). As we all know, the perceived uncertainty in the eastward-commerce environment is high, especially in cross-edge environments (Kim et al., 2017). This additional uncertainty may come from unlike factors, such every bit cross-border delivery (Guercini and Runfola, 2015), laws (Bieron and Ahmed, 2012), band (Guercini and Runfola, 2015) and online payment systems (Miao and Jayakar, 2016) and then on. In this written report, the overall perceived uncertainty refers to the extent to which the buyer cannot accurately predict the outcome of the transaction due to factors related to the seller and/or cantankerous-border products (Yeh et al., 2012).

Although research on domestic alive streaming e-commerce is quite mature, the human relationship between live streaming features and consumer perception in cantankerous-border e-commerce still needs to exist enriched. Cross-border live streaming east-commerce, every bit a main class of synchronized social media, has the advantages of loftier real-time, high interactivity and synchronization of communication (Wang and Wu, 2019), which not only provides useful data related to products or brands, but also delivers rich and interesting content, and so the unique features of live streaming provide a more effective online shopping environment and stronger value perception than traditional media. Compared with domestic e-commerce, cross-border due east-commerce platforms have higher information asymmetry and opportunism, which increase the overall perceived doubt of consumers (Yang and Shen, 2015). Nevertheless, through live streaming, cross-border e-commerce demonstrates the use of products, displays different perspectives of products, and answers consumer questions in existent time (Lu et al., 2018; Xu and Ye, 2020), having the characteristics of strong pertinence and low information loss, which can finer reduce consumer perception of doubtfulness. Based on this, this paper proposes the following inquiry hypotheses:

• H1: The live streaming features can enhance consumers' overall perceived value in cross-border due east-commerce platforms.

• H2: The alive streaming features tin can reduce consumers' overall perception uncertainty in cross-edge eastward-commerce platforms.

Buy intention refers to the future intention and plan of customers to purchase the products or services they want (Aizen, 1991). Theory of reasoned action (TRA) believes that a person's behavioral intention is affected by a person'south attitude toward the activeness and subjective judgments about the execution of the activity (Chang, 1998). In this article, purchase intention refers to consumers' intention to purchase cross-edge products or services from sellers through alive streaming (Sun et al., 2019).

The direct presentation of commercial information such as brands, products, prices, and promotional methods in cantankerous-border live streaming eastward-commerce helps save consumers time for searching and comparison and improve their decision-making efficiency. At the same time, streamers rely on their professional person skills to present cross-border products to consumers (Hu and Chaudhry, 2020), making consumers believe that the information in alive streaming is more trustworthy than it in spider web pages of traditional e-commerce. The differentiated, professional, and personalized services provided by cross-border live streaming eastward-commerce assistance consumers fully understand the apply and functional data of cross-border products and facilitate their purchase decisions. Based on this, this newspaper proposes the following inquiry hypotheses:

• H3: The live streaming features can enhance consumers' purchasing intentions in cross-border e-commerce platforms.

The Impacts of Overall Perceived Value and Overall Perceived Incertitude on Purchase Intention

Regarding the relationship between overall perceived value and purchase intention, scholars pointed out that value perception factors such every bit service, entertainment, social interaction, finance, information, and image can straight touch buy beliefs (Chen and Lin, 2018; Hu and Chaudhry, 2020). Theory of Consumption Values believes that the motivation of consumers to participate depends on the value they await to obtain from the experience. When customers retrieve that they tin obtain greater value from a product or activeness, they will integrate more than into the product or activity (Vivek et al., 2012). In contrast, due to the complexity of live streaming purchase decisions in cross-border due east-commerce and the limited consumer perception, cross-border online shopping platforms, merchants, delivery companies, 3rd-party payment and other external uncertainties will increment consumers' worries, thereby reducing consumers' willingness to buy (Yang and Shen, 2015). Based on this, this paper proposes the following research hypotheses:

• H4: In the context of cross-edge e-commerce, consumers' overall perceived value has a positive bear on on purchase intention.

• H5: In the context of cantankerous-edge e-commerce, consumers' overall perceived doubt has a negative impact on purchase intention.

The Moderating Effects of Saving Money

Saving money refers to the extent to which consumers spend less or save money in cantankerous-border purchases (Chiu et al., 2014). PayPal survey (2018) shows that price attraction is an important reason for consumers to cull cross-border online shopping. The cost of purchasing products or services has always been a full general concern of consumers. In the traditional Chinese values and Confucian values, thrift is considered as a very important virtue (Cheung et al., 2003). However, in the context of cross-border eastward-commerce, whether giving consumers more concessions on prices helps to win more opportunities in the global market place and how to win is worthy of further study.

Cross-border live streaming e-commerce can not only assist consumers choose products more intuitively and conveniently, only also often launch various online promotion methods such as discounts, gifts and trials to increase consumers' purchase possibilities. Wolfinbarger and Gilly (2001) pointed out that the pleasance of finding bargains is 1 of the reasons why individuals store online. Therefore, the employ of promotional methods to salvage consumers money can, to a certain extent, affect the impact of live streaming features on consumer perception in cross-edge e-commerce. In the process of cantankerous-border alive streaming east-commerce, live streaming features can enable consumers to understand the products more than clearly and enhance their perceived value. If cantankerous-edge live streaming e-commerce can save consumers coin, information technology will farther enhance consumer satisfaction and make consumers feel that they accept gained more than value. In addition, saving coin is likely to further help alive streaming features to reduce overall perceived uncertainty in cantankerous-edge e-commerce. In the process of cross-edge alive streaming, saving money can give consumers turn a profit, and constitute trust in cross-border live streaming and streamers, and so that consumers tin trust live streaming features and alive streaming information, thereby effectively reducing their perceived doubtfulness. Based on this, this newspaper proposes the following research hypotheses:

• H6: In the context of cantankerous-border eastward-commerce, saving money strengthens the positive impact of live streaming features on the overall perceived value.

• H7: In the context of cantankerous-border e-commerce, saving money strengthens the negative impact of live streaming features on the overall perceived doubt.

Methodology

The Samples and Information Collection

In order to test the research model and related hypotheses, this paper adopts a questionnaire survey method to collect data. It is noted that our study concentrates on consumers who take watched the live streaming of Alibaba's Taobao Global Shopping and Tmall International e-commerce platforms. The reasons are as follows. Outset, Taobao Global Shopping and Tmall International Live streaming platforms play important role in Alibaba Grouping's cross-border east-commerce platform, and their cross-edge concern in China and worldwide is very mature (Zhou et al., 2018). Second, Taobao Global Shopping and Tmall International eastward-commerce platforms are representative since they are ofttimes used and renowned to Chinese consumers.

Our report collects questionnaires through the Wenjuanxing app, which is the widely used information collection app in Red china. Since "cross-border e-commerce + alive streaming" is a relatively new eastward-commerce field, nosotros used a screening question to weed out respondents who have not been in contact with alive streaming e-commerce or have non had any alive streaming shopping experience. To guarantee the enquiry quality, respondents who involved in the pre-survey are also excluded from the final survey. To express our gratitude, respondents who complete the survey will receive a reward of RMB 15 (equivalent to $two.14). In the end, nosotros totally received 300 questionnaires. After removing questionnaires with as well brusk reply time and declining the validity exam, in that location are 272 valid questionnaires remaining.

Measurements

In this paper, in order to ensure the accuracy and practicability of the questionnaire, all measurement items are based on the previous maturity scale and modified co-ordinate to our research scenario. Among them, items of alive streaming features refers to Zhou et al. (2018), items of overall perceived value refers to Kim et al. (2012), overall perceived uncertainty refers to Yeh et al. (2012), and items of money saving refers to Chiu et al. (2014), items of the purchase intention refers to Mou et al. (2019) and Sun et al. (2019). Likert'southward 7-part scale is employed to measure each dimension, ranging from 1 (strongly disagree) to 7 (totally agree) to bespeak the response to each construct related to the inquiry questionnaire.

Since the survey was carried out for Chinese participants, this article conducts a forward-backward translation method to ensure the accuracy and consistency of the questionnaire presentation (Mullen, 1995). At the same time, in order to avoid the problem of common method bias (CMB), anonymous evaluation is used when designing the research plan, and the length of the questionnaire is designed reasonably, while the order outcome of the items is balanced. In addition, before the formal survey, this commodity conducted a preliminary survey of the questionnaire (N = 50) to explore the validity and readability of the questionnaire construction, and made advisable revisions to the questionnaire based on the feedback to ensure the validity of the content of the scale.

Data Assay Results

Descriptive Statistics

In the 272 valid survey samples, at that place are a total of 192 females and 82 males. More than than 90.81% of the samples take a bachelor'due south caste or above, 76.47% are people aged twenty–29, and 77% of the samples have an annual household income of less than RMB 0.2 one thousand thousand. In the past three months, about people spent an average of less than 2 h on Tmall Global/Taobao Global east-commerce every days. The descriptive statistics of our survey samples are shown in Tabular array 1.

Tabular array 1

Descriptive statistics of the study sample.

Variable	Category	Frequency	Percentage (%)
Gender	Male	82	thirty.15
	Female person	192	69.85
Age (years)	Less than 20	17	6.25
	20–24	140	51.47
	25–29	68	25
	30–34	twenty	7.35
	35–39	five	one.84
	40–44	nine	3.31
	45–49	8	2.94
	More than fifty	5	1.84
Education level	Secondary schoolhouse or below	9	3.31
	Inferior higher	sixteen	5.88
	Bachelor	172	63.24
	Principal'due south	71	26.10
	Ph.D.	four	1.47
Annual household income (RMB)	Less than 50,000	28	10.two
	50,000–100,000	68	25
	100,000–150,000	58	21.3
	150,000–200,000	56	20.5
	200,000–250,000	17	6.2
	250,000–300,000	18	6.vi
	300,000–350,000	8	ii.ix
	350,000–400,000	half-dozen	2.ii
	400,000–450,000	ii	0.7
	450,000–500,000	3	1.one
	Above 500,000	8	ii.9
Frequency of use (hours)	Less than 0.5	103	37.87
	0.5–1	96	35.29
	ane–2	43	xv.81
	two–3	xviii	half-dozen.62
	three–5	ix	three.31
	Above 5	three	1.ten

Measurement Model Assay

We use Cronbach'southward alpha (CA) and composition reliability (CR) in the SmartPLS three.0 software to test the consistency and stability of the scale. The results of the reliability test are shown in Table 2 (Note: Diagonal elements represent the square root of AVE). The CA values of all variables are between 0.798 and 0.931 and the CR values are between 0.882 and 0.956, all satisfying the standard of 0.vii (Fornell and Larcker, 1981), indicating that the research has good reliability.

TABLE 2

Cronbach'due south alpha (CA), composite reliability (CR), average variance extracted (AVE), and correlations.

Constructs	CA	CR	AVE	LSF	OPV	OPU	SM	PI
Live streaming features (LSF)	0.872	0.913	0.725	0.851
Overall perceived value (OPV)	0.869	0.911	0.718	0.356	0.847
Overall perceived dubiousness (OPU)	0.931	0.956	0.879	−0.113	−0.102	0.938
Saving money (SM)	0.858	0.914	0.779	0.219	0.516	0.149	0.883
Purchase intention (PI)	0.798	0.882	0.714	0.472	0.515	−0.237	0.218	0.845

In this paper, the rationality and validity of the questionnaire are verified by structural validity exam. The convergent validity is tested by using the average extracted variance value (AVE) and factor loadings. As shown in Table ii, the AVE values of all constructs are in the range of 0.714 to 0.879, which exceed the acceptable level of 0.v (Fornell and Larcker, 1981), and the factor loadings of all constructs exceed the required value of 0.7, indicating that the data likewise satisfy convergent validity. Two methods are used to evaluate discriminant validity. The first method is the Fornell-Larcker criterion. Table 2 shows that the square roots of AVE exceed the correlation coefficient of each latent variable, confirming skilful discriminative validity (Fornell and Larcker, 1981). The second method is cross-loadings method. As shown in Table 3 (Note: The numbers in bold bespeak the cistron loadings of the construct items, and the numbers not in bold point the cross loadings of the construct items), all factor loadings exceed the cantankerous-loading amount, again verifying the discriminant validity (Hair et al., 2018). As a result, the data shows a satisfied discriminative validity.

TABLE 3

Cistron loadings and cross loadings.

Constructs	Items	Factor loadings and cross loadings
		LSF	OPV	OPU	SM	PI
LSF	PLSF1	0.788	0.276	−0.111	0.228	0.299
	PLSF2	0.896	0.284	−0.074	0.153	0.447
	PLSF3	0.920	0.354	−0.105	0.213	0.481
	PLSF4	0.793	0.293	−0.101	0.157	0.351
OPV	OPV1	0.251	0.836	0.003	0.522	0.400
	OPV2	0.324	0.871	−0.064	0.447	0.427
	OPV3	0.285	0.825	−0.137	0.377	0.427
	OPV4	0.345	0.857	−0.151	0.399	0.491
OPU	OPU1	−0.097	−0.055	0.935	0.174	−0.226
	OPU2	−0.108	−0.147	0.957	0.114	−0.231
	OPU3	−0.114	−0.088	0.921	0.128	−0.210
SM	MS1	0.222	0.472	0.100	0.871	0.216
	MS2	0.241	0.445	0.114	0.872	0.234
	MS3	0.119	0.448	0.180	0.905	0.129
PI	ITP1	0.430	0.359	−0.244	0.138	0.836
	ITP2	0.470	0.477	−0.250	0.180	0.907
	ITP3	0.277	0.474	−0.091	0.244	0.787

Mutual method bias refers to the spurious variance between predictor variables and benchmark variables acquired by the same information source, the aforementioned measurement environment, project context, and the characteristics of the project itself. Through reasonable blueprint of our research procedure, the common method bias is controlled and reduced. At the same time, we also use the Harman'south single-factor method to identify mutual method bias. If the bulk of the covariance tin exist explained by a single factor or a general factor, it is indicated that the mutual method bias is present. Principal component analysis extracted a total of ten factors, of which the explanatory variance of the first chief component was 26.496%, which was lower than the standard of forty% (Chin et al., 2012), indicating that the data nerveless in this newspaper did not have obvious common method bias problems.

Structural Model Analysis

In order to obtain stable and reliable results, nosotros used the bootstrapping algorithm of SmartPLS 3.0 to run 5,000 times to written report the path coefficient and significance of each hypothesis. At the same time, the R² of the related constructs was calculated, and the results are shown in Table 4 and Figure 2. The enquiry results show that the R² of overall perceived value, overall perceived doubtfulness, and purchase intention are 36.5, 4.viii, and 40.6%, respectively. The results show that alive streaming features is positively associated with overall perceived value (β_one = 0.323, P < 0.001) and buy intention (β₃ = 0.324, P < 0.001) while negatively associated with overall perceived doubt (β₂ = −0.133, P < 0.05) in cross-edge due east-commerce. That is, H1, H2, and H3 are supported. In add-on, the results evidence that the overall perceived value (β₄ = 0.410, P < 0.001) positively affects purchase intention in cross-border e-commerce, that is, H4 is supported. And the overall perceived incertitude negatively affects purchase intention (β₅ = −0.137, P < 0.01), that is, H5 is established.

TABLE 4

Main furnishings results.

Path	Path coefficient	Standard departure	T value	P value	Hypothesis
LSF→OPV	0.323	0.062	v.198	0.000	H1 was supported.
LSF→OPU	−0.133	0.066	ane.988	0.047	H2 was supported.
LSF→PI	0.324	0.060	5.350	0.000	H3 was supported.
OPV→PI	0.410	0.065	6.349	0.000	H4 was supported.
OPU→PI	−0.137	0.049	2.807	0.005	H5 was supported.

Results of the research model. *p < 0.05, **p < 0.01, and ***p < 0.001. north.s., not meaning.

The results of the moderating outcome are shown in Figure 2. The model uses historic period, gender, and almanac household income equally command variables to written report the relationship between live streaming features, overall perceived value and overall perceived uncertainty, and purchase intentions of cross-border e-commerce. In addition, the impact of interactions between saving money and alive streaming features on consumer perception is also studied (where LSF^∗SMV refers to the moderating event of saving coin on the relationship betwixt alive streaming features and overall perceived value and LSF^∗SMU refers to the moderating effect of saving money on the relationship between live streaming features and overall perceived incertitude).

Figure 2 shows that, every bit a moderating variable, saving money strengthens the positive touch of alive streaming features on the overall perceived value of consumers in cross-border eastward-commerce (β₆ = 0.157, P < 0.05), that is, the H6 hypothesis is supported. However, reverse to our hypothesis, the moderating effect of saving money on the human relationship between live streaming features and overall perceived uncertainty is not significant (β_vii = 0.047, P > 0.05), that is, the H7 hypothesis does non concord.

Conclusions and Implications

Discussions and Conclusions

Based on the SOR model, this article explores how live streaming features affect consumers' overall perceived value, overall perceived uncertainty, and purchase intention in cross-border eastward-commerce. Nosotros proposed 7 hypotheses, of which H7 is not supported, and the other hypotheses are consistent with the analysis results. In view of the empirical results, farther discussion is as follows.

The findings that live streaming features can directly increase consumers' purchase intention in the context of cross-border e-commerce are consistent with those of prior studies in the domestic e-commerce context (e.yard., Zhang, 2018; Sunday et al., 2019). In addition, the present study as well finds that live streaming features accept a positive impact on consumers' overall perceived value while have a negative impact on consumers' overall perceived doubt. That is, H1, H2, and H3 are established. According to the cumulative prospect theory (Tversky and Kahneman, 1992), consumers' purchase intention is based on a full comparison of various decision-making factors. In the "cantankerous-edge eastward-commerce + alive streaming" environs, consumers' immersive shopping experience and the rich information provided by sellers are all subtly affecting consumers' perception, which will increase the overall perceived value and reduce the overall perceived uncertainty of consumers. At the same fourth dimension, the synchronization, visualization, and professional person services provided by the live streaming will help consumers fully sympathize the use and functional data of cross-border products, and promote consumers to make buy decisions.

Furthermore, the hypothesis test shows that the overall perceived value of consumers has a positive impact on buy intention while the overall perceived uncertainty of consumers has a negative bear on on buy intention. That is, H4 and H5 are established. This is in line with the conclusions of Vivek et al. (2012) which pointed out that a higher level of perceived value will trigger purchase intention, and Yang and Shen (2015) which indicated that factors such as overall perceived dubiety and purchase intention testify a significant negative correlation. Whether it is a domestic east-commerce or cross-edge due east-commerce, the overall perception of consumers is an important indicator that affects buy intentions. Sellers should pay more attention to consumers' perception and consumers' online shopping experience.

The research decision also shows that saving money can strengthen the positive impact of live streaming features on the overall perceived value, that is, H6 is established. This is consistent with the conclusion of Soscia et al. (2010) that saving money helps consumers obtain lower-toll products, thereby enhancing their value perception. However, the moderating upshot of saving coin on the relationship between live streaming features and overall perceived uncertainty is not significant, that is, H7 does non agree. Due to the complexity of cross-border e-commerce live streaming shopping (such as linguistic communication issues, customs clearance issues, international delivery problems, etc.), consumers may associate negative words such as "depression quality" and "unmarketable" with depression prices when faced with cheap products or large discounts. Although saving money can give consumers profit, it volition also make consumers question the quality of live streaming products, thereby increasing consumers' perceived uncertainty. Those two effects of saving money canceled out leading to the insignificant moderating result of saving money on the human relationship between live streaming features and overall perceived dubiety. In summary, saving money is more than like icing on the block. A good cantankerous-border east-commerce live streaming can enable consumers to understand the product more clearly and increase the perceived value of consumers. Under the circumstance, if measures of money-saving are implemented, it will further improve consumers' satisfaction, thereby promoting consumers' purchase behavior.

Research Implications

The of import implications of this inquiry is to enrich the research of alive streaming in the field of cross-border e-commerce and expand the application scope of SOR theory. The empirical results bear witness that cross-edge e-commerce platforms tin indeed increase the overall perceived value of consumers through live streaming and reduce overall perceived incertitude, thereby increasing consumers' purchase intention. At the same time, the inquiry besides provides the following enlightenment for promoting the healthy development of "cross-border due east-commerce + live streaming" mode.

First, this report verifies the important role of alive streaming in cantankerous-border e-commerce then that the practitioners should advance the construction of live streaming of cross-edge e-commerce platforms, and actively explore optimization methods in alive streaming to heighten consumer experience. Our report establish that compared with traditional cross-border eastward-commerce operation models such every bit web pages or short videos, alive streaming has features of college authenticity and interactivity through the streamers' description of the product'due south feeling, appearance, or aroma and other information. As a consequence, live streaming is able to increase consumers' overall perceived value and reduce consumers' overall perceived dubiousness, which in plow can increment consumers' purchasing intentions. In addition, provided that alive streaming is more mature in domestic due east-commerce, the cross-edge e-commerce market should draw on and learn from the successful experience of domestic live streaming e-commerce, accelerate the expansion of live streaming in cross-edge e-commerce, and thereby improve and enrich consumers' cross-border shopping experience. At the same time, the uniqueness of cross-border e-commerce live streaming should likewise exist considered. Due to uncertain factors such as supply of goods, make reputation, logistics and distribution capabilities in cross-edge consumption, cantankerous-border e-commerce platforms should strengthen the audit of cross-border products and meliorate the access threshold of live streaming products. Second, given that live streaming features can indeed increase consumers' purchase intention in both straight and indirect means, practitioners should make skillful use of the tool of live streaming. Our results show that live streaming features can finer enhance consumers' perceived value while reducing consumers' perceived uncertainty. And those reminds cross-border eastward-commerce platforms and merchants that when embracing live streaming, they must strengthen the pick and professional training of cross-edge east-commerce live streaming personnel, and pay attending to the output of live streaming content. More specifically, streamers should enrich the output content of live streaming and make high-quality content to attract consumers and eliminate consumers' worries.

Third, our study would facilitate practitioners' agreement regarding the consequence of saving coin in cantankerous-border live streaming e-commerce. Our results indicate that saving coin can indeed positively moderate the human relationship between alive streaming features and the overall perceived value of consumers in cross-edge e-commerce, while the moderating effect on the relationship between live streaming features and the overall perceived uncertainty of consumers is not obvious. Therefore, saving money is more like icing on the cake and cross-edge e-commerce platforms and streamers should take measures of saving money appropriately and advisedly in live streaming. For example, cross-border e-commerce platforms and merchants should farther strengthen their product quality control, so that consumers can trust low-priced products in cross-edge alive streaming e-commerce, and codify reasonable coin-saving strategies to stimulate consumers' willingness to buy cross-border products.

Limitations and Further Inquiry

There are still some limitations in this study. First, the cross-border east-commerce platforms selected in this research are relatively mature cantankerous-border e-commerce platforms, and future study could farther expand and enrich the types of enquiry subjects. Second, factors such equally production types and streamers types can exist introduced in future research to deeply explore and clarify the underlying mechanisms between live streaming and consumers' perception and behavior. Concluding simply not least, researchers can further explore the impacts of different degrees and methods of promotion tools in cross-border live streaming e-commerce.

Data Availability Statement

The raw information supporting the conclusions of this article will be fabricated available past the authors, without undue reservation.

Ethics Statement

The studies involving human participants were reviewed and approved past the Secretariat of Academic Committee, Zhejiang University of Technology. The patients/participants provided their written informed consent to participate in this report.

Author Contributions

JG, YL, YX, and KZ contributed formulation and design of the report. JG and YX organized the data collection. YL performed the statistical analysis, wrote the first draft, and revised sections of the manuscript. JG, YX, and KZ polished the manuscript and contributed to the writing of manuscript revision. All authors contributed to the article and approved the submitted version.

Disharmonize of Interest

The authors declare that the enquiry was conducted in the absence of any commercial or financial relationships that could exist construed as a potential conflict of interest.

Publisher's Note

All claims expressed in this article are solely those of the authors and practise not necessarily stand for those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is non guaranteed or endorsed past the publisher.

Acknowledgments

We would like to thank Wen-Lung Shiau and the Intelligent Data Analysis Center (PLS-SEM of the Zhejiang University of Applied science) for their support of this research.

Funding

This work was supported past Zhejiang Philosophy and Social Science Foundation (21NDQN211YB); National Natural Science Foundation of Mainland china (Grant Numbers 11901522 and 72032008); Zhejiang Provincial Natural Science Foundation (LQ20G010011); and the National Statistical Science Research Projection by National Bureau of Statistics of China (2021LY016).

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Source: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8600228/

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