Shopping Experience nel contesto del Live Streaming Commerce: Come l'interazione tra gli utenti influenza l'intenzione d'acquisto

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SITOGRAFIA

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showtime-how-live-commerce-is-transforming-the-shopping-experience

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up-lancome-x-chiara-ferragni-2020-trucco

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gaming-

trends.html?id=us:2el:3pr:4diUS164644:5awa:6di:MMDDYY:&pkid=1008085&utm_s

ource=newsletter&utm_medium=email&utm_campaign=newsletter_axiosgaming&stre

am=top

https://www.ft.com/content/4e91112c-8f99-422e-be3c-d9e6ad686cdd

https://www.forbes.com/sites/michellegreenwald/2020/12/10/live-streaming-e-

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giveaways-how-china-is-upleveling-the-live-commerce-experience/?sh=4606340136c2

https://www.forbes.com/sites/laurenhallanan/2021/06/21/sales-associate-live-streaming-

has-become-a-must-have-for-brands-in-china/?sh=70162afa327c

https://www.emarketer.com/chart/249138/which-types-of-inaccurateinappropriate-user-

generated-content-do-us-consumers-most-frequently-come-across-of-respondents-june-

2021 47

48

APPENDICE

Appendice 1 – Questionario Pre-Test Qualtrics 49

50

51

Appendice 2 – Scenari Pre-Test e Studio Principale

Di seguito il link per la visualizzazione completa dei quattro scenari:

https://drive.google.com/drive/folders/1VjQVKeWJ5kJQT6XuMQmXJrsl5KXfTBGY?

usp=sharing VIDEO 1 VIDEO 2

Community Interaction - alta Community Interaction – alta

Visione condivisa - presente Visione condivisa – assente 52

VIDEO 1 VIDEO 2

Community Interaction - bassa Community Interaction – bassa

Visione condivisa - presente Visione condivisa – assente 53

Appendice 3

Statistiche descrittive – Età

N Minimo Massimo Media Deviazione

std.

Età (in 52 22 52 24,46 4,01

numero)

Numero di 52

casi validi

(listwise)

Frequenze - Genere

Frequenza Percentuale Percentuale Percentuale

valida cumulativa

Uomo 19 36,5 36,5 36,5

Donna 33 63,5 63,5 100,0

Totale 52 100,0 100,0 54

Appendice 4

Statistiche di gruppo – Variabile Indipendente

Interazione N Media Deviazione Errore

std. standard

della

media

VarIndipendente Alta 27 4,7963 1,75554 0,33785

Bassa 25 3,3500 1,58607 0,31721 55

Test campioni indipendenti – Variabile Indipendente

Test t per l’uguaglianza delle medie Intervallo di

Test di Levene per

l’uguaglianza delle confidenza della

varianze differenza di 95%

F Sign. t gl S