The service convenience of live broadcast shopping increases impulse buying by boosting perceived value and e-trust

With the growth of social media and social media marketing, it is natural that the hospitality and tourism industry should follow suit in marketing products through platforms such as TikTok, Shopee, Lazada, and Facebook Reels. According to National Geographic, Generation Z is getting information from TikTok. Thus, although the Philippines’ live broadcasting platform is not yet as developed as China, with Generation Z taking over the market in a few years, marketers need to be where their target market is. This study seeks to redefine digital strategies in the tourism and hospitality industry and identify the factors influencing the buying decisions of live broadcast shoppers.

Service convenience significantly affects impulse buying tendencies through perceived value (the value consumers feel they get from using a service) and e-trust (the belief that online service providers will do what they promise). Live-streaming e-commerce lets people watch real-time videos while shopping online, allowing them to talk to hosts, ask questions about products, and buy items instantly. Perceived value and e-trust act as a bridge for service convenience in impulse buying. Perceived value and e-trust also positively influence the destination’s image or a person’s beliefs, ideas, and overall impression of a place. This means that the designers and content creators should not only make ordering very convenient for customers, but also create a positive image of the destination to increase the perceived value. Furthermore, the content creator and the product should gain the trust (e-trust) of the customers to encourage them to immediately purchase the product.

The results of this paper can help Filipino entrepreneurs and hospitality and tourism business owners improve their sales in this digital world.

Authors: Dan Wang (College of Tourism, History and Culture, Chizhou University), Ching-Cheng Shen (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism), and Jennifer Pasion Loverio (Department of Hotel, Restaurant and Institution Management, College of Home Economics, University of the Philippines Diliman)

Read the full paper: https://www.sciencedirect.com/science/article/pii/S2199853125000125?via%3Dihub

Image by Tumisu from Pixabay