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The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator
This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese...
Autores principales: | , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9262049/ https://www.ncbi.nlm.nih.gov/pubmed/35814077 http://dx.doi.org/10.3389/fpsyg.2022.919928 |
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author | Peng, Chen Liu, Zhikun Lee, Jong-Yoon Liu, Shanshan Wen, Fang |
author_facet | Peng, Chen Liu, Zhikun Lee, Jong-Yoon Liu, Shanshan Wen, Fang |
author_sort | Peng, Chen |
collection | PubMed |
description | This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese customers who experienced live commerce shopping in China. Although previous studies have shown that consumer boredom and loneliness have an impact on purchase intention, the mechanism of influence remains unclear. As a result, additional research is needed to study the link between boredom and loneliness and customer purchase intention. Consumers’ purchase intention was influenced by their feelings of loneliness and boredom. Telepresence played a mediating role in the impact of loneliness and boredom on purchase intention. Influencer-brand image congruence played a moderating role in the impact of consumers’ boredom on purchase intention. The study results contribute to the research of factors impacting consumers’ purchase intention. In addition, this study can help live commerce merchants better understand the impact factors of consumers’ purchase intention and contribute to the development of live commerce. |
format | Online Article Text |
id | pubmed-9262049 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-92620492022-07-08 The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator Peng, Chen Liu, Zhikun Lee, Jong-Yoon Liu, Shanshan Wen, Fang Front Psychol Psychology This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese customers who experienced live commerce shopping in China. Although previous studies have shown that consumer boredom and loneliness have an impact on purchase intention, the mechanism of influence remains unclear. As a result, additional research is needed to study the link between boredom and loneliness and customer purchase intention. Consumers’ purchase intention was influenced by their feelings of loneliness and boredom. Telepresence played a mediating role in the impact of loneliness and boredom on purchase intention. Influencer-brand image congruence played a moderating role in the impact of consumers’ boredom on purchase intention. The study results contribute to the research of factors impacting consumers’ purchase intention. In addition, this study can help live commerce merchants better understand the impact factors of consumers’ purchase intention and contribute to the development of live commerce. Frontiers Media S.A. 2022-06-23 /pmc/articles/PMC9262049/ /pubmed/35814077 http://dx.doi.org/10.3389/fpsyg.2022.919928 Text en Copyright © 2022 Peng, Liu, Lee, Liu and Wen. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Peng, Chen Liu, Zhikun Lee, Jong-Yoon Liu, Shanshan Wen, Fang The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title | The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title_full | The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title_fullStr | The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title_full_unstemmed | The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title_short | The Impact of Consumers’ Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator |
title_sort | impact of consumers’ loneliness and boredom on purchase intention in live commerce during covid-19: telepresence as a mediator |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9262049/ https://www.ncbi.nlm.nih.gov/pubmed/35814077 http://dx.doi.org/10.3389/fpsyg.2022.919928 |
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