2025/03/24 by Shuman Wang, Yajing Yin, Chunlin Yuan +1 · 1 voice
Social Sciences · Business, Management and Accounting · #Digital Marketing and Social Media #Consumer Behavior in Brand Consumption and Identification #Consumer Retail Behavior Studies
paper · doi:10.1080/0267257x.2025.2495341
openalex publication_date 2025/03/24 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
Against the background that live streaming shopping (LSS) is becoming an increasingly inertial choice of consumers, this paper aims to expand the relevant research on consumer behaviour in a live streaming context by investigating the formation mechanism of consumer inertia in live streaming commerce. We collected survey data via questionnaires and tested relationships using structural equation modelling. Results suggest that the consumer confirmation mediates the relationship between LSS advantages and consumer inertia. Additionally, value similarity positively moderates the effect of perceived synchronicity, perceived proximity, perceived authenticity and perceived price discount on consumer confirmation. This research advances the study of consumer behaviour in LSS by offering empirical evidence on consumer inertia in purchasing products through live streaming, guiding managers in improving live streaming marketing strategies and brand management.