To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations

• Published in: Telematics and informatics Vol. 59; p. 101562
• Main Author: Ma, Yingying
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2021
• Subjects: E-commerce; Live-stream shopping; Perceived network size; Perceptions of digital celebrities; Shopping orientations; U&G; Live-stream shopping; E-commerce; Perceived network size; Shopping orientations; Perceptions of digital celebrities; U&G
• ISSN: 0736-5853; 1879-324X
• DOI: 10.1016/j.tele.2021.101562

•Hedonic, social, and utilitarian gratifications motivate live-stream shoppers.•Perceived network size predicted perceived enjoyment, social interaction and presence, and utility.•Mediating role of experienced-focused orientation was validated.•Mediating roles of the perceptions of digital celebrities were confirmed. Live-stream shopping is experiencing unprecedented growth. However, research in live-stream commerce is in its infancy. The current study integrates uses and gratifications, perceived network size, perceptions of digital celebrities, and experience-focused shopping orientation to clarify motivations for live-stream shopping. Accordingly, the current study used a questionnaire to collect data from 339 Chinese consumers and structural equation modeling to analyze data in AMOS 24. In this study, individuals were motivated by gratifications that were (1) hedonic (perceived enjoyment), (2) utilitarian (self-presentation), and (3) social (social presence and interaction). Moreover, perceived network size significantly predicted perceived enjoyment, social interaction, social presence, and utility. In addition, experience-focused shopping orientation mediated the relationships among perceived enjoyment, self-presentation, social interaction, and live-stream shopping intentions. Finally, the mediating roles of the perceptions of digital celebrities in the relationships of perceived network size with perceived utility, perceived engagement, social interaction, social presence, and self-presentation were confirmed.