Offense and defense between streamers and customers in live commerce marketing: Protection motivation and information overload

• Published in: PloS one Vol. 19; no. 9; p. e0305585
• Main Authors: Cao, Junwei, Zhong, Lingling, Liu, Dong, Zhang, Guihua, Shang, Meng
• Format: Journal Article
• Language: English
• Published: United States Public Library of Science 06.09.2024; Public Library of Science (PLoS)
• Subjects: Adult; Commerce; Communication; Consumer Behavior; Consumer protection; Consumers; Cost analysis; Decision making; Effectiveness; Electronic commerce; Female; Humans; Industry forecasts; Influence; Information overload; Information technology; Laws, regulations and rules; Male; Market strategy; Marketing; Marketing - methods; Models, Theoretical; Motivation; Overloading; Purchasing; Shopping; Streamer formation; Streaming; Streaming media; Tourism; Uncertainty analysis; China

While live commerce provides consumers with a new shopping experience, it also leads them to experience shopping failures and to develop a self-protection mechanism to prevent wrong purchases. To address this issue, merchants have attempted to explore new marketing methods for live commerce, giving...