Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)

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Moderating effects of time pressure on the relationship between perceived value, flow experience, and purchase intention in e-commerce live streaming

Authors
Xinmiao Dong1, Mian Yan2, 3, *, Alex Pak Ki Kwok4
1School of Management, Jinan University, Guangzhou, 510000, China
2School of Intelligent Systems Science and Engineering, Jinan University, Zhuhai, 519070, China
3GBA and B&R International Joint Research Center for Smart Logistics, Jinan University, Zhuhai, 519070, China
4Data Science and Policy Studies Programme Faculty of Social Science, The Chinese University of Hong Kong, Hong Kong, 999077, China
*Corresponding author. Email: yanmian@jnu.edu.cn
Corresponding Author
Mian Yan
Available Online 30 December 2023.
DOI
10.2991/978-94-6463-326-9_42How to use a DOI?
Keywords
Perceived value; Time pressure; Flow experience; Purchase intention
Abstract

E-commerce live streaming has become an indispensable way of consumption in contemporary life. However, the psychological change of consumers in the purchase process is complex. Therefore, it is essential to understand the mechanisms at play. This study uses structural equation modeling to explore the emotional and cognitive changes of consumers in the process of e-commerce live shopping from the three perspectives of perceived value, flow experience, and time pressure. The results show that perceived value and flow experience can exert a positive effect on purchase intention directly, and perceived value can also have an indirect effect through flow experience (except for perceived functional value). Time pressure negatively moderates the relationship between flow experience and purchase intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
30 December 2023
ISBN
978-94-6463-326-9
ISSN
2589-4900
DOI
10.2991/978-94-6463-326-9_42How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xinmiao Dong
AU  - Mian Yan
AU  - Alex Pak Ki Kwok
PY  - 2023
DA  - 2023/12/30
TI  - Moderating effects of time pressure on the relationship between perceived value, flow experience, and purchase intention in e-commerce live streaming
BT  - Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
PB  - Atlantis Press
SP  - 403
EP  - 411
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-326-9_42
DO  - 10.2991/978-94-6463-326-9_42
ID  - Dong2023
ER  -