Series/Report no.:
23rd Biennial Conference of the International Telecommunications Society (ITS): "Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world", Online Conference / Gothenburg, Sweden, 21st-23rd June, 2021
Abstract:
Recent empirical research has indicated that the perceived risk in e-commerce affects the consumer's purchase intention. Based on the Stimulus-Organism-Response (SOR) model, this study explores the effects of environmental stimuli on the consumer's perceived risk and purchase intention within a live-streaming shopping context. Through a sample of 341 valid users, we found that 1) perceived risk has a negative effect on the consumer's purchase intention; 2) the streamer's credibility partially mediates the relationship between perceived risk and purchase intention; and 3) the interactivity is positively associated with purchase intention. These results provide possible insights into how environmental stimuli in the context of live-streaming shopping affect the consumer's perceived risk and purchase intention.