How technical features of virtual live shopping platforms affect purchase intention: Based on the theory of interactive media effects.

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Reference:

Sun, Y., Wang, Y., Zhong, Y., Zhang, Z., & Zhu, M. (2024). How technical features of virtual live shopping platforms affect purchase intention: Based on the theory of interactive media effects. Decision Support Systems, 180. https://doi-org.devinci.idm.oclc.org/10.1016/j.dss.2024.114189

Keywords: Virtual live shopping platforms, anthropomorphism,media richness,psychological distance,customer engagement, purchase intention.

Summary:

This study addresses the research gaps by developing a theoretical
model based on the theory of interactive media effects (TIME) to investigate the influence of VLSPs’ technical features on customers’ purchase intentions.

results indicate that psychological distance plays a mediating role between anthropomorphism (full mediation) and customer engagement, as well as between media richness (partial mediation) and customer engagement in a survey of 299
VLSP users.

Development :

Virtual live shopping platforms (VLSPs) are an innovative form of intelligent shopping DSS that offer brands novel opportunities to interact with customers.

VLSPs represent the application system of artificial intelligence, 3D modeling, deep learning, and speech synthesis technologies in the live e-commerce field.

personified virtual streamer makes it easier to establish relationships with users, thereby promoting familiarity with their characteristics.

2 key features of VLSP:

  • Media richness: The level to which a medium can supply communication capabilities to media users. /the medium’s ability to produce and
    transmit a diversity of sensory stimuli, as well as the ability of numerous
    cues to decide the channel’s ability to convey rich information (Huang and li su)

elements of Media richness : immediate feedback,
linguistic diversity, personal attention, and multiple cues

  • Anthropomorphism :

    making virtual streamers appear more human-like in behavior, appearance, or interaction style.

Theoritical Framework : Theory of Interactive Media Effects (TIME)

Explains how media technology features influence consumers through psychological mechanisms.

Variables :

1-Independant variables : Media Richness, Anthropomorphism

2-Dependant variable: Purchase Intention

3-Pshychological (mediators)

  • Pshychological distance: The extent to which consumers perceive something as close, tangible, and present
  • Customer engagement: A psychological state of continuous attention while using VLSPs.

H1. Psychological distance mediates the relationship between
anthropomorphism and customer engagement.
H2. Psychological distance mediates the relationship between media
richness and customer engagement.

H4. Psychological distance and customer engagement play a role in
mediating the chain between anthropomorphism and purchase
intention.
H5. Psychological distance and customer engagement play a role in

Methodology : Quantitative research with data collected through a survey with 402 questionnaires ( 299 valid responses).

Key findings:

-Anthropomorphism has no significant direct effect on customer engagement or purchase intention. but has an indirect effect through psychological distance → customer engagement

-Media richness has a significant direct effect on customer engagement. It also has a significant indirect effect via psychological distance.

-Customer engagement is confirmed as a critical mediator leading to purchase intention.

-Pshychological distance has a strong indirect effect via customer engagement.

Limitations :

Data collected only from Taobao VLSP users.