The Impact of Different Product Recommendations and Collectivism on Customers‘ Behavior Intention in Live Streaming

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：85

、訪客IP：3.15.42.238

姓名

吳蕥綺(Ya-Chi Wu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

(The Impact of Different Product Recommendations and Collectivism on Customers‘ Behavior Intention in Live Streaming)

相關論文

★ 網站設計探討—以國內外連鎖飯店集團為例	★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例	★ 應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例
★ 顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響	★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。
★ 影響金融服務業之多重通路使用者評估通路整合性的因素	★ 影響網路口碑行為意圖之因素分析
★ 在多通路環境中，實體通路的存在如何影響顧客決策	★ 混合情緒操控與間接體驗產品途徑對消費者之影響－以創新產品為主
★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變	★ 消費者於多通路環境下之跨通路搭便車行為之決定因素
★ 如何撰寫較好的網路口碑	★ 探討線上環境中互動與故事對廣告效果之影響
★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討	★ 主購社群關係與主購經驗分享對網路合購行為因素影響之探討

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 (2026-6-15以後開放)

摘要(中)

現今，許多線上賣家透過直播展示產品並與消費者進行直接地互動。從心理意象的觀點出發，本研究首先討論了在線上零售環境中採用直播的方式是否可以幫助消費者增加對於產品的心理意象，進而通過消費者在決策過程中的情感放鬆程度，提升行為意圖。另外，根據先前直播購物相關文獻的建議，我們在研究中加入產品和文化因素進行探討。我們研究了不同的產品推薦內容(互補 vs 替代)和消費者的集體主義文化傾向(高 vs 低)對心理意象的影響。
這項研究通過同時討論互動與動態產品展示方式以及多種消費者行為意圖(包含購買意願、非計畫購買及惠顧意圖)，為心理意象和直播購物研究做出了貢獻。這些發現有助於線上賣家設計直播中產品推薦的內容，並考慮到消費者之間的文化差異。

摘要(英)

Nowadays, many online sellers use live streaming as a tool to display products and interact with customers directly. From the point of mental imagery, this study first examines whether the adoption of live streaming in an online retail context can help customers increase mental imagery on products, which, in turn, would impact customers’ behavior intentions through decision comfort. In addition, based on the suggestion from previous literature, we discussed product and cultural factors in our study. Hence, we investigate the influence of different product recommendation contents and consumers′ collectivism cultural orientation on mental imagery.

This study contributes to live streaming shopping and mental imagery research by simultaneously discussing both interactive and dynamic product presentation and a variety of consumer behavior intentions. Furthermore, the findings may help online sellers to design product recommendation content in live-streaming and consider the cultural differences between consumers.

關鍵字(中)

★ 直播購物
★ 心理意象
★ 產品推薦
★ 集體主義
★ 思考風格

關鍵字(英)

★ live streaming shopping
★ mental imagery
★ product recommendation
★ collectivism
★ thinking style

論文目次

Table of Contents
摘要..... i
Abstract..... ii
Table of Contents..... iii
List of Table..... v
List of Figures..... vi
1.Introduction..... 1
2. Literature Review and Hypothesis..... 5
2.1. Live streaming shopping..... 5
2.2. Mental Imagery..... 7
2.2.1. Live streaming shopping and Mental imagery..... 10
2.3. Decision comfort ..... 10
2.4. Behavioral intention ..... 11
3. Study1 ..... 15
3.1. Measures ..... 15
3.2. Pretest ..... 15
3.3. Participants, procedures ..... 16
3.4. Results ..... 17
3.4.1. Measurement model ..... 17
3.4.2. Structural model and hypothesis testing ..... 18
3.4.3. The mediating roles of decision comfort ..... 19
3.5. Discussion ..... 20
3.6. Product recommendation based on complement or substitute ..... 21
3.7. Collectivism ..... 23
4. Study2 ..... 25
4.1. Participants ..... 25
4.2. Procedures ..... 25
4.3. Measure ..... 26
4.4. Results ..... 26
4.4.1. Reliability & Validity ..... 26
4.4.2. Hypotheses testing ..... 27
4.5. Discussion ..... 29
5. General Discussion ..... 30
5.1. Theoretical implications ..... 30
5.2. Managerial implications ..... 31
6. Limitations and future directions ..... 33
References ..... 34
Appendix A ..... 41
Appendix B ..... 42

參考文獻

Algharabat, R., Alalwan, A. A., Rana, N. P., & Dwivedi, Y. K. (2017). Three dimensional product presentation quality antecedents and their consequences for online retailers: The moderating role of virtual product experience. Journal of Retailing and Consumer Services, 36, 203-217.
Barber, N., Kuo, P. J., Bishop, M., & Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of consumer marketing.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Bechara, A., & Damasio, A. R. (2005). The somatic marker hypothesis: A neural theory of economic decision. Games and economic behavior, 52(2), 336-372.
Bell, D. R., Corsten, D., & Knox, G. (2013). Unplanned category purchase incidence: Who does it, how often, and why.
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations. Paper presented at the Proceedings of the 52nd Hawaii International Conference on System Sciences.
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. Paper presented at the Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video.
Cheah, J.-H., Lim, X.-J., Ting, H., Liu, Y., & Quach, S. (2020). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 102242.
Cheng, F.-F., Li, C.-S., Liu, P.-H., & Wu, C.-S. (2020). Are You Watching Live Stream Shopping? An Investigation of Influential Factors on Audiences’ Trust and Loyalty Intention from Elaboration Likelihood Model Perspective. 電子商務學報, 22(2), 159-178.
Diehl, K., Van Herpen, E., & Lamberton, C. (2015). Organizing products with complements versus substitutes: effects on store preferences as a function of effort and assortment perceptions. Journal of Retailing, 91(1), 1-18.
Dongjin, L., Shenghui, A., & Kai, Y. (2008). Exploring Chinese consumer repurchasing intention for services: An empirical investigation. Journal of Consumer Behaviour: An International Research Review, 7(6), 448-460.
Englis, B. G., & Solomon, M. R. (1996). Using consumption constellations to develop integrated communications strategies. Journal of Business Research, 37(3), 183-191.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA.
Hassabis, D., & Maguire, E. A. (2007). Deconstructing episodic memory with construction. Trends in cognitive sciences, 11(7), 299-306.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach.
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of Retailing, 95(2), 94-114.
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing. Journal of Retailing, 95(4), 219-234.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.
Hirschman, E. C. (1984). Experience seeking: a subjectivist perspective of consumption. Journal of Business Research, 12(1), 115-136.
Hofstede, G. (1983). The cultural relativity of organizational practices and theories. Journal of international business studies, 14(2), 75-89.
Horowitz, M. J. (1972). Image formation: clinical observations and a cognitive model. The function and nature of imagery, 281-309.
Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2019). Factors influencing people’s continuous watching intention and consumption intention in live streaming: evidence from China. Internet Research.
Hultén, B., Broweus, N., & Van Dijk, M. (2009). What is sensory marketing? In Sensory marketing (pp. 1-23): Springer.
Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367-379.
Kim, S.-B., Kim, D.-Y., & Bolls, P. D. (2013). The Effects of Tourism Advertisements on Viewer’s Attention and Arousal: A Visual persuasion Mental Imagery Processing. Paper presented at the The 18 th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism.
Kim, U. E., Triandis, H. C., Kâğitçibaşi, Ç. E., Choi, S.-C. E., & Yoon, G. E. (1994). Individualism and collectivism: Theory, method, and applications: Sage Publications, Inc.
Ko, H.-C., & Chen, Z.-Y. (2020). Exploring the Factors Driving Live Streaming Shopping Intention: A Perspective of Parasocial Interaction. Paper presented at the Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government.
Lao, A. (2013). Mental imagery and its determinants as factors of consumers emotional and behavioural responses: Situation analysis in online shopping. Recherche et Applications en Marketing (English Edition), 28(3), 58-81.
Lee, H.-H., Kim, J., & Fiore, A. M. (2010). Affective and cognitive online shopping experience: Effects of image interactivity technology and experimenting with appearance. Clothing and textiles research Journal, 28(2), 140-154.
Lee, J. E., & Shin, E. (2020). The effects of apparel names and visual complexity of apparel design on consumers′ apparel product attitudes: A mental imagery perspective. Journal of Business Research, 120, 407-417.
Lee, S., Jeong, M., & Oh, H. (2018). Enhancing customers’ positive responses: Applying sensory marketing to the hotel website. Journal of Global Scholars of Marketing Science, 28(1), 68-85.
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism management, 33(5), 1270-1280.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837.
Luce, M. F., Bettman, J. R., & Payne, J. W. (2001). Emotional decisions: Tradeoff difficulty and coping in consumer choice. Monographs of the journal of consumer research(1), 1-209.
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of consumer research, 13(4), 473-491.
MacKinnon, D. P. (2008). Introduction to Statistical Mediation Analysis: Routledge.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of Retailing, 77(1), 39-56.
Miller, D. W., & Stoica, M. (2004). Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island: A mental imagery perspective. Journal of Vacation Marketing, 10(1), 11-21.
Nepomuceno, M. V., Laroche, M., Richard, M. O., & Eggert, A. (2012). Relationship between intangibility and perceived risk: moderating effect of privacy, system security and general security concerns. Journal of consumer marketing.
Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing.
Nisbett, R. E. (2003). The Geography of Thought How Asians and Westerners Think Differently--And Why.
Nisbett, R. E., & Miyamoto, Y. (2005). The influence of culture: holistic versus analytic perception. Trends in cognitive sciences, 9(10), 467-473.
Nisbett, R. E., Peng, K., Choi, I., & Norenzayan, A. (2001). Culture and systems of thought: holistic versus analytic cognition. Psychological review, 108(2), 291.
Nisbett, R. E., & Ross, L. (1980). Human inference: Strategies and shortcomings of social judgment.
Nowlis, S. M., Mandel, N., & McCabe, D. B. (2004). The effect of a delay between choice and consumption on consumption enjoyment. Journal of consumer research, 31(3), 502-510.
Nusairat, N., Hammouri, Q., Al-Ghadir, H., Ahmad, A., & Eid, M. (2020). The effect of design of restaurant on customer behavioral intentions. Management Science Letters, 10(9), 1929-1938.
O’Keefe Daniel, J. (2002). Persuasion: theory and research. In: Sage.
Orús, C., Gurrea, R., & Flavián, C. (2017). Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention. Electronic Commerce Research, 17(4), 661-700.
Overmars, S., & Poels, K. (2015). How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value. The International Review of Retail, Distribution and Consumer Research, 25(3), 236-259.
Oyserman, D., & Lee, S. W.-S. (2007). Priming" culture": Culture as situated cognition.
Park, J., Lennon, S. J., & Stoel, L. (2005). On‐line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
Parker, J. R., Lehmann, D. R., & Xie, Y. (2016). Decision comfort. Journal of consumer research, 43(1), 113-133.
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Phillips, D. M., Olson, J. C., & Baumgartner, H. (1995). Consumption visions in consumer decision making. ACR North American Advances.
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
Rajagopal, P., & Montgomery, N. V. (2011). I imagine, I experience, I like: The false experience effect. Journal of consumer research, 38(3), 578-594.
Riemer, H., Shavitt, S., Koo, M., & Markus, H. R. (2014). Preferences don’t have to be personal: Expanding attitude theorizing with a cross-cultural perspective. Psychological review, 121(4), 619.
Roggeveen, A. L., Grewal, D., Townsend, C., & Krishnan, R. (2015). The impact of dynamic presentation format on consumer preferences for hedonic products and services. Journal of Marketing, 79(6), 34-49.
Sarantopoulos, P., Theotokis, A., Pramatari, K., & Roggeveen, A. L. (2019). The Impact of a Complement-Based Assortment Organization on Purchases. Journal of Marketing Research, 56(3), 459-478.
Sarantopoulos, P., Theotokis, A., Pramatari, K., & Roggeveen, A. L. (2019). The impact of a complement-based assortment organization on purchases. Journal of Marketing Research, 56(3), 459-478.
Schifferstein, H. N. (2009). Comparing mental imagery across the sensory modalities. Imagination, Cognition and Personality, 28(4), 371-388.
Schlosser, A. E. (2003). Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions. Journal of consumer research, 30(2), 184-198.
Schwartz, D. L., & Black, T. (1999). Inferences through imagined actions: Knowing by simulated doing. Journal of Experimental Psychology: Learning, Memory, and Cognition, 25(1), 116.
Shavitt, S., & Barnes, A. J. (2020). Culture and the Consumer Journey. Journal of Retailing, 96(1), 40-54.
Shavitt, S., Lee, A. Y., & Johnson, T. P. (2008). Cross-cultural consumer psychology.
Shen, K. N., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research.
Shocker, A. D., Bayus, B. L., & Kim, N. (2004). Product complements and substitutes in the real world: The relevance of “other products”. Journal of Marketing, 68(1), 28-40.
Simon, H. A. (1955). A behavioral model of rational choice. The quarterly journal of economics, 69(1), 99-118.
Sjöblom, M., & Hamari, J. (2017). Why do people watch others play video games? An empirical study on the motivations of Twitch users. Computers in Human Behavior, 75, 985-996.
Slovic, P., Finucane, M., Peters, E., & MacGregor, D. G. (2002). Rational actors or rational fools: Implications of the affect heuristic for behavioral economics. The Journal of Socio-Economics, 31(4), 329-342.
Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2007). The affect heuristic. European journal of operational research, 177(3), 1333-1352.
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Sur, R., & Samanta, P. K. (2016). Role of Mental Imagery in Consumer′s Purchase Decision: Unfurling New Dimensions of Consumer′s Thought Process. Available at SSRN 3518996.
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369-385.
Talukdar, D., & Lindsey, C. (2013). To buy or not to buy: Consumers’ demand response patterns for healthy versus unhealthy food. Journal of Marketing, 77(2), 124-138.
Torkzadeh, G., Koufteros, X., & Pflughoeft, K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of personality and social psychology, 74(1), 118.
Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The effects of personality traits and website quality on online impulse buying. Procedia-Social and Behavioral Sciences, 175, 98-105.
Vazquez, E. E. (2020). Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products. Electronic Markets, 1-19.
Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach. Journal of Consumer Policy, 34(2), 197-210.
Wang, F., Head, M., & Archer, N. (2000). A relationship‐building model for the Web retail marketplace. Internet Research.
Wang, X., & Wu, D. (2019). Understanding user engagement mechanisms on a live streaming platform. Paper presented at the International Conference on Human-Computer Interaction.
Wang, Z., Lee, S.-J., & Lee, K.-R. (2018). Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping. Journal of Digital Contents Society, 19(4), 649-659.
Wongkitrungrueng, A., & Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research.
Wu, J., Wang, F., Liu, L., & Shin, D. (2020). Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism. Frontiers in psychology, 11, 56.
Xu, X., Wu, J.-H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464-2472.
Yuille, J. C., & Catchpole, M. J. (1977). The role of imagery in models of cognition. Journal of mental imagery.
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9-10), 656-681.

指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2021-6-15

推文