Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay
Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues in live-stream...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-05-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/116 |
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| author | Ruijuan Wu Huizhen Jin |
| author_facet | Ruijuan Wu Huizhen Jin |
| author_sort | Ruijuan Wu |
| collection | DOAJ |
| description | Live-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues in live-streaming studios on consumers’ intention to stay in the live-streaming context. Results of four laboratory experiments indicated that presenting festival cues enhanced consumers’ intention to stay. In the relationship between festival cues and consumers’ intention to stay, festivalscape perception and pleasure–arousal played serial mediating roles. Product category moderated the effect of festival cues on consumers’ intention to stay. For non-festival products, presenting festival cues led to a stronger intention to stay. The moderating role of involvement was significant in the relationship between festival cues and intention to stay. Regarding less involved consumers, presenting festival cues significantly enhanced their intention to stay. Our work contributes to the existing knowledge of e-commerce live-streaming, festivalscape, and festival shopping, and offers relevant managerial implications for live-streaming e-retailers. |
| format | Article |
| id | doaj-art-0fb401a703b34d8aaf3dc44bd82c52df |
| institution | OA Journals |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-0fb401a703b34d8aaf3dc44bd82c52df2025-08-20T02:21:13ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-05-0120211610.3390/jtaer20020116Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to StayRuijuan Wu0Huizhen Jin1School of Management, Tianjin University of Technology, Tianjin 300384, ChinaNortheast Asian Research Center, Northeast Asian Studies Collage, Jilin University, Changchun 130012, ChinaLive-streaming e-commerce has attracted the attention of e-retailers and consumers in recent years. However, there is a lack of evidence in understanding the influence of atmospheric stimuli of live stream on consumer engagement. This paper seeks to examine the effect of festival cues in live-streaming studios on consumers’ intention to stay in the live-streaming context. Results of four laboratory experiments indicated that presenting festival cues enhanced consumers’ intention to stay. In the relationship between festival cues and consumers’ intention to stay, festivalscape perception and pleasure–arousal played serial mediating roles. Product category moderated the effect of festival cues on consumers’ intention to stay. For non-festival products, presenting festival cues led to a stronger intention to stay. The moderating role of involvement was significant in the relationship between festival cues and intention to stay. Regarding less involved consumers, presenting festival cues significantly enhanced their intention to stay. Our work contributes to the existing knowledge of e-commerce live-streaming, festivalscape, and festival shopping, and offers relevant managerial implications for live-streaming e-retailers.https://www.mdpi.com/0718-1876/20/2/116festival cuelive-streamingfestivalscapepleasure–arousalconsumers’ intention to stay |
| spellingShingle | Ruijuan Wu Huizhen Jin Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay Journal of Theoretical and Applied Electronic Commerce Research festival cue live-streaming festivalscape pleasure–arousal consumers’ intention to stay |
| title | Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay |
| title_full | Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay |
| title_fullStr | Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay |
| title_full_unstemmed | Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay |
| title_short | Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay |
| title_sort | enjoying the festivalscape the effect of festival cues in live streaming studios on consumers intention to stay |
| topic | festival cue live-streaming festivalscape pleasure–arousal consumers’ intention to stay |
| url | https://www.mdpi.com/0718-1876/20/2/116 |
| work_keys_str_mv | AT ruijuanwu enjoyingthefestivalscapetheeffectoffestivalcuesinlivestreamingstudiosonconsumersintentiontostay AT huizhenjin enjoyingthefestivalscapetheeffectoffestivalcuesinlivestreamingstudiosonconsumersintentiontostay |