How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period?

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)
5 Downloads (Pure)

Abstract

Shopping through Live-Streaming Shopping Apps (LSSAs) as an emerging consumption phenomenon has increased dramatically in recent years, especially during the COVID-19 lockdown period. However, insufficient studies have focused on the psychological processes undergone in different customer demographics while shopping via LSSAs under pandemic conditions. This study integrated the Unified Theory of Acceptance and Use of Technology 2 with Flow Theory into a Stimulus-Organism-Response framework to investigate the psychological processes of different customer demographics during the COVID-19 lockdown period. A total of 374 validated data were analyzed by covariance-based structural equation modelling. The statistical results demonstrated by the proposed model showed a significant discrepancy between different gender groups, in which Flow, as a mediator, representing users’ engagement and immersion in shopping via LSSAs, was significantly moderated by gender where connection between stimulus components, hedonic moti-vation, trust and social influence and response component perceived value are concerned. This study contributed a theoretical development and a practical framework to the explanation of the mental processes of different customer demographics when using an innovative e-commerce tech-nology. Furthermore, the results can support the relevant stakeholders in e-commerce in their com-prehensive understanding of customers’ behavior, allowing better strategical and managerial de-velopment.

Original languageEnglish
Article number13004
Pages (from-to)1-24
Number of pages24
JournalInternational Journal of Environmental Research and Public Health
Volume18
Issue number24
DOIs
Publication statusPublished - 9 Dec 2021

Keywords

  • Age
  • COVID-19
  • Customer behavior
  • Flow theory
  • Gender
  • Live-streaming shopping apps
  • Psychological process
  • Stimulus-organism-response framework
  • Unified theory of acceptance and use of technology 2

Fingerprint

Dive into the research topics of 'How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period?'. Together they form a unique fingerprint.

Cite this