| dc.description.abstract | This study fills a gap in the literature by investigating the impact of live stream
selling on offline purchase intentions, which motivates customers to physically
visit the store and engage with the service. The study investigates how
environmental stimuli of live stream selling influence consumer attitudes and
their intention to make offline purchases using the Stimuli-Organism-Response
(SOR) framework. The research questions investigate the connection between
stimuli, consumer attitudes, and offline purchase intention. Based on 150 valid
responses, the study employs SmartPLS-SEM as the analytical technique. The
findings show that the proposed stimuli (informativeness, parasocial
relationship, wishful identification, and customer inspiration) both directly and
indirectly affect consumers' attitudes for the influencer and the associated
product, ultimately influencing their intention to make in-store purchases. This
study adds to the understanding of how live streaming platforms can bridge the
gap between online and offline shopping experiences by pointing out the
importance of stimuli, consumer attitudes, and in-store purchase intent. Live
streamers can use these findings to improve their marketing strategies for a wide
range of products and services | en_US |
