When Luxury Brands Live Streaming to the Consumers With or Without Purchase Experience! The Role of Servicescape, consumer trust and Perceived value of luxury

This study examines the influences of live streaming servicescape on Chinese consumers' luxury purchase intention. Interestingly, for the sample without luxury purchase experience, the mediating effect of the perceived value of luxury goods is significant but effect of consumer trust is not. For the sample with luxury purchase experience, the result of mediating effect is just the opposite. The interaction between conspicuous consumption and live streaming servicescape plays a certain role in regulating the perceived value of luxury goods. These results show that luxury brands can adopt innovation in the live streaming servicescape for different types of consumers to promote live streaming marketing. This study enriches the servicescape theory of live streaming.