ORCID
- Rong Huang: 0000-0002-6061-9329
- Jinhua Zhang: 0000-0002-0182-4306
Abstract
Purpose – Restaurant livestreaming, where consumers interact with real-time digital content that promotesphysical dining experiences, has emerged as a distinctive form of digital marketing. It integrates onlineengagement with offline consumption in a novel way.Design/methodology/approach – Thisstudy builds upon the stimulus-organism-response (S-O-R) framework.It incorporates insights from flow theory and perceived value theory to examine how emotional immersion andcognitive evaluation influence consumer purchase intentions in the context of restaurant livestreaming.A structural model is then tested using survey data collected from 482 livestream consumers.Findings – Using a sequential mixed methods design, this study first identifies key environmental stimuli throughin-depth interviews. These stimuli include perceived livestreamer authenticity, perceived benefits and visual effects.The structural model results show that both livestreamer authenticity and perceived benefits significantly enhanceflow experience. In addition, perceived benefits increase perceived value. Flow experience and perceived valuesubsequently have a positive impact on purchase intentions. Furthermore, prior knowledge plays a moderating roleby strengthening or weakening consumers’ psychological responses to livestreaming stimuli.Originality/value – This study contributes to consumer psychology by illuminating how emotional immersionand rational evaluation jointly drive decision-making in hybrid online–offline consumption contexts. Practicalimplications are offered for restaurant marketersseeking to leverage livestreaming as a strategic communicationand engagement tool.
DOI Link
Publication Date
2025-08-14
Publication Title
British Food Journal
ISSN
0007-070X
Acceptance Date
2025-07-10
Deposit Date
2025-08-22
Funding
This work was supported by the Social Science Foundation of Jiangsu Province (grant no. 23XWC001) and the Philosophy and Social Science Foundation ofJiangsu Higher Education Institutions (grant no. 2022SJYB2097).
Additional Links
Keywords
Consumer psychology, Flow theory, Hybrid consumption, Perceived value, Purchase intention, Restaurant livestreaming, S-O-R model
First Page
1
Last Page
26
Recommended Citation
Zhang, Q., Huang, R., Chen, Q., & Zhang, J. (2025) 'From livestream to table: psychological drivers of purchase intention in restaurant livestreaming', British Food Journal, , pp. 1-26. Available at: 10.1108/BFJ-06-2025-0747
