Reference:
Wang, S., Yin, Y., Yuan, C., & Zhang, Z. (2025). Exploring consumer behavioural inertia in live streaming commerce. Journal of Marketing Management, 41(5/6), 485–507. https://doi-org.devinci.idm.oclc.org/10.1080/0267257X.2025.2495341
Keywords:
Live streaming commerce (LSS); consumer behavioural inertia (CBI); consumer confirmation (CC); value similarity (VS); socio-technical theory (STT); expectation-confirmation theory (ECT); structural equation modelling (SEM).
Summary:
The article aims to understand how the advantages of live streaming shopping influence consumer behaviour / consumer confirmation (CC).
Then how consumer confirmation influences Consumer behavioural inertia (CBI).
And finally, whether value similarity (VS) strengthens these relationships.
Development:
Live streaming shopping has become an increasingly interior choice of consumers. This article investigates how consumer behavioural inertia (CBI) is formed in live streaming commerce (LSS).
LSS allows real time interaction between streamers and viewers/ consumers increasing engagement and immersion (Chen, Zhang, & Zhao, 2022; Sun et al., 2019). This offers many advantages / dimensions such as :
Perceived : synchrony, Proximity , authenticity,Price discount,Convenience.
Which are grounded in Socio-Technical Theory (STT) (Li et al., 2016)
Consumer confirmation (cc): is a concept derived from Expectation-Confirmation Theory (ECT) (Oliver, 1980).
Which explains that confirmation occurs when consumers’ expectations are either met or exceeded , Confirmation increases consumers satisfaction and this satisfaction increases continued usage and repurchase behaviour (Bhattacherjee, 2001; Hsu et al., 2015).
Consumer Behavioural Inertia (CBI) has 3 dimensions :
-Cognitive inertia
-Affective inertia
-Behavioural inertia
Methodolgy :
Data was collected through an online questionnaire of 224 respondants.
Sample : chinese consumers with LSS experience.
The Analysis method used by the authors is : Structural Equation Modelling (SEM)
Control variables:
Age, gender, monthly frequency of LSS usage.
Hypothesis :
H1: LSS advantages positively affect CC.
H2: CC positively affects affective, cognitive, and behavioural CBI.
H3: Value similarity strengthens the relationship between LSS advantages and CC.
H4: CC mediates the relationship between LSS advantages and CBI.
Key findings
Perceived proximity, perceived authenticity, and perceived price discount positively affect consumer confirmation.
CC significantly influences all three types of CBI
CC partially mediates the relationship between LSS advantages and CBI.
perceived synchrony and perceived convenience do not significantly influence CC.