Is E-Commerce Live Streaming a Panacea For Digital Marketing? Power States Affecting the Preference for E-Commerce Live Streaming

With the boom in e-commerce live streaming in recent years, almost all walks of life have adopted e-commerce live streaming. Although the marketing form of e-commerce live streaming has fantastic potential, it cannot be a panacea for the digitalization of marketing. This study proposes that consumers' power states can influence their preferences for e-commerce live streaming. Three studies were conducted to test the hypotheses. It was found that a low-power state (high-power state) increases (decreases) consumer preference for e-commerce live streaming (Study 1). This relationship was mediated by social connection needs (Study 2) and moderated by self-construal (Study 3)