![]() ![]() A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping. We found that hedonic motivation is positively related to celebrity-based intention and utilitarian motivation is positively related to product-based intention. Based on prior research related to live streaming and consumer motivation theories, we examined the relationships between hedonic and utilitarian motivations and shopping intention. Live streaming shopping can happen in two ways: live streaming embedded in e-commerce, or e-commerce integrated into live streaming. The affective route relies on the emotions that individuals feel or anticipate feeling when using a product. In this paper, we examine live streaming shopping, conceptualizing it as a type of online shopping that incorporates real-time social interaction. ![]() A content analysis of open-ended questions identified eight reasons for why consumers prefer live streaming shopping over regular online shopping.ĪB - Watching live streams as part of the online shopping experience is a relatively new phenomenon. ![]() Live streaming shopping can happen in two ways: live streaming embedded in e-commerce, or e-commerce integrated into live streaming. N2 - Watching live streams as part of the online shopping experience is a relatively new phenomenon. © 2018 Association for Computing Machinery. Implications for understanding affective development are discussed.T1 - Utilitarian and hedonic motivations for live streaming shopping Analyses of the emotional experiences that accompanied prohedonic and contra-hedonic motivations are consistent with the notions that contra-hedonic motivations are more likely to serve utilitarian than hedonic functions, and that people are more likely to be motivated to maintain negative affect when it is accompanied by positive affect. Results also show that enjoyment and playfulness motivations have strong effects on behavioural intention in hedonic system contexts, and reward motivation has. This pattern was mirrored by an age-related increase in self-reported day-to-day emotional well-being. We classified these cases of conflict between ' Ethical ' and ' Hedonic ' motives, and have called them ' Hedonic after conflict '. Contra-hedonic motivations of wanting either to maintain or enhance negative affect or to dampen positive affect were most prevalent in adolescence, whereas prohedonic motivations of wanting either to maintain, but not enhance, positive affect or to dampen negative affect were most prevalent in old age. Using a mobile-phone-based experience-sampling technology in a sample of 378 individuals ranging from 14 to 86 years of age, we investigated age differences in how people want to influence their feelings in their daily lives. ![]()
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