TY - JOUR
T1 - How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period?
AU - Zhao, Yuyang
AU - Bacao, Fernando
N1 - Zhao, Y., & Bacao, F. (2021). How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period? International Journal of Environmental Research and Public Health, 18(24), 1-24. [13004]. https://doi.org/10.3390/ijerph182413004
PY - 2021/12/9
Y1 - 2021/12/9
N2 - 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.
AB - 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.
KW - Age
KW - COVID-19
KW - Customer behavior
KW - Flow theory
KW - Gender
KW - Live-streaming shopping apps
KW - Psychological process
KW - Stimulus-organism-response framework
KW - Unified theory of acceptance and use of technology 2
UR - http://www.scopus.com/inward/record.url?scp=85120736372&partnerID=8YFLogxK
UR - https://www.webofscience.com/wos/woscc/full-record/WOS:000738094900001
U2 - 10.3390/ijerph182413004
DO - 10.3390/ijerph182413004
M3 - Article
AN - SCOPUS:85120736372
SN - 1661-7827
VL - 18
SP - 1
EP - 24
JO - International Journal of Environmental Research and Public Health
JF - International Journal of Environmental Research and Public Health
IS - 24
M1 - 13004
ER -