Influence of Interactive Elements and Influencer Credibility on Eco-Friendly Purchase Intentions in China Live Streaming Commerce
List of Authors
Feras Albdiwy, Li Li
Keyword
Live Streaming Commerce, Eco-Friendly Purchase Intention, Influencer Credibility, Interactivity, Perceived Value
Abstract
This study investigates the impact of interactive features and influencer credibility on customers' intentions to buy eco-friendly items within the context of live streaming commerce in China, in response to escalating environmental issues and the rapid expansion of e-commerce. Given that live commerce has emerged as a significant venue for product marketing, especially among digitally connected young, it is crucial to comprehend the psychological and communicative factors that influence sustainable customer behaviour. This study uses the Elaboration Likelihood Model to investigate how perceived interaction and influencer credibility affects customer value judgements and therefore their intentions towards environmentally conscious purchasing. The research employs a quantitative technique, gathering primary data via structured questionnaires sent to Chinese customers who often purchase things via live streaming commerce. This study's findings demonstrate that influencer credibility and the perceived interactivity of live streaming greatly enhance the perceived value of eco-friendly items, hence favourably affecting purchase intentions. These outcomes are beneficial for marketers, policymakers, and platform designers in their pursuit of enhancing sustainable consumption using digital media methods. The research further enhances theoretical comprehension of persuasion by expanding existing models to include live streaming commerce, emphasising sustainability.