How Live Streaming Affects In-Store Purchase: A Study In Vietnam

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