Publication Type

Journal Article

Version

acceptedVersion

Publication Date

6-2024

Abstract

This paper conducts research on the interaction between ethnic minority group (EMG) live streamers and online consumers, aiming to present how EMG live streamers’ appearance and interaction factors affect online consumers’ cultural experience during live streaming shopping. Based on the social presence theory and the immersion theory, this paper explores how EMG live streamers impact online consumers’ cultural experience, and it designs personal EMG knowledge as a moderating variable under specific social and cultural backgrounds. Through analysing 325 online questionnaires based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results support that both EMG live streamers’ appearance and interactive content positively affect online consumers’ cultural presence and cultural immersion experiences, leading to their cultural products purchasing behaviours. Meanwhile, online consumers’ personal EMG knowledge would negatively moderate the relationship between online consumers’ cultural experience and cultural products purchasing behaviours.

Keywords

Live streamers’ appearance and interaction, Live streaming shopping, Online consumers, Cultural presenceand immersion, Personal EMG knowledge

Discipline

E-Commerce | Numerical Analysis and Scientific Computing | Sales and Merchandising

Publication

Journal of Marketing Analytics

Volume

12

Issue

2

First Page

250

Last Page

263

ISSN

2050-3318

Identifier

10.1057/s41270-022-00192-5

Publisher

Palgrave Macmillan

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1057/s41270-022-00192-5

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