PreprintArticleVersion 1Preserved in Portico This version is not peer-reviewed
When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury
Version 1
: Received: 11 January 2024 / Approved: 11 January 2024 / Online: 11 January 2024 (16:58:06 CET)
How to cite:
Yu, J.; Gao, J.; Guo, J. When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury. Preprints2024, 2024010947. https://doi.org/10.20944/preprints202401.0947.v1
Yu, J.; Gao, J.; Guo, J. When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury. Preprints 2024, 2024010947. https://doi.org/10.20944/preprints202401.0947.v1
Yu, J.; Gao, J.; Guo, J. When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury. Preprints2024, 2024010947. https://doi.org/10.20944/preprints202401.0947.v1
APA Style
Yu, J., Gao, J., & Guo, J. (2024). When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury. Preprints. https://doi.org/10.20944/preprints202401.0947.v1
Chicago/Turabian Style
Yu, J., Jing Gao and Jia-Rui Guo. 2024 "When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury" Preprints. https://doi.org/10.20944/preprints202401.0947.v1
Abstract
This study examines the influences of live streaming servicescape on Chinese consumers' luxury purchase intention. Interestingly, for the sample without luxury purchase experience, the mediating effect of the perceived value of luxury goods is significant but effect of consumer trust is not. For the sample with luxury purchase experience, the result of mediating effect is just the opposite. The interaction between conspicuous consumption and live streaming servicescape plays a certain role in regulating the perceived value of luxury goods. These results show that luxury brands can adopt innovation in the live streaming servicescape for different types of consumers to promote live streaming marketing. This study enriches the servicescape theory of live streaming.
Keywords
Live streaming; Servicescape; Luxury brands; Conspicuous consumption; Consumer trust; Perceived value of luxury
Subject
Social Sciences, Behavior Sciences
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
