The Consequences of Servicescape of Live-streaming on Luxury Goods Purchase Intention

Abstract This study investigates the influence of the servicescape in live-streaming on consumer buying behavior regarding luxury goods. We examine the mediating role of perceived value and consumer trust, considering the prior luxury purchasing experience of consumers. Additionally, we explore the interplay between the live-streaming servicescape and conspicuous consumption in shaping the perceived luxury value. Our findings reveal intriguing results: Perceived value mediates the relationship between servicescape and purchase intention for consumers without prior luxury purchase experience, while consumer trust does not exhibit a mediating effect. Conversely, for individuals with prior luxury purchase experience, the mediating effect is reversed. Furthermore, we identify the interplay between the live-streaming servicescape and conspicuous consumption as a moderator of perceived value. These insights indicate that luxury brands can strategically enhance their live-streaming servicescape to cater to different consumer segments and strengthen their marketing endeavors. Overall, this study contributes valuable insights into the servicescape theory in the context of live-streaming.