Study on the Weightings of Evaluation Indicators for Factors Influencing Eastern and Western Consumers’ Purchase Intentions in Live Streaming E-Commerce Based on the Triangular Fuzzy Number

Ruoqiao Zhao, Tseng Ping Chiu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study aims to explore the preferences of factors influencing Eastern and Western consumers’ purchase intentions in E-commerce live streaming under different cultural backgrounds. On the theoretical basis of Individualism/Collectivism, Uncertainty Avoidance, Long Term Orientation & Short Term Orientation in the Hofstede (2011) model and High Context & Low Context proposed by Hall (1976), a questionnaire for evaluation indicators was designed for Eastern and Western consumers. Three groups, i.e., Chinese local consumers (n = 44), Chinese consumers having lived in the West for over half a year (n = 43), and Western consumers having lived in China for over half a year (n = 30), were invited to take part in this study. According to the fundamentals of Triangular Fuzzy Number, through data collection, this article statistically analyzed the evaluation indicators influencing the willingness of Eastern and Western consumers to watch live-streaming shopping, quantified the importance of evaluation indicators with weights, and then analyzed the willingness, needs and preferences of Eastern and Western consumers watching live-streaming shopping. The findings showed that both Eastern and Western consumers considered visual display and anchors’ professionalism as the most important indicators. Eastern consumers represented by Chinese consumers placed more weight on being able to buy more affordable goods with guaranteed quality in live-streaming shopping while Western consumers represented by European and American consumers were more concerned about the personality of anchors. This study will have some reference value for the cross-cultural study on live-streaming shopping and related industry network operations.

Original languageEnglish
Title of host publicationCross-Cultural Design - 15th International Conference, CCD 2023, Held as Part of the 25th International Conference, HCII 2023, Proceedings
EditorsPei-Luen Patrick Rau
PublisherSpringer Science and Business Media Deutschland GmbH
Pages580-598
Number of pages19
ISBN (Print)9783031359354
DOIs
Publication statusPublished - 2023
Event15th International Conference on Cross-Cultural Design, CCD 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023 - Copenhagen, Denmark
Duration: 2023 Jul 232023 Jul 28

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume14022 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference15th International Conference on Cross-Cultural Design, CCD 2023, held as part of the 25th International Conference on Human-Computer Interaction, HCII 2023
Country/TerritoryDenmark
CityCopenhagen
Period23-07-2323-07-28

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • General Computer Science

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