Abstract
This development paper proposes and tests an innovative conceptual model to assess the impact of platform values and personal values on consumer engagement and behavioural intentions on live-streaming platforms in the Chinese luxury resale market.
This study is the first to integrate platform values (perceived efficiency, perceived entertainment, and perceived aesthetic) and personal values (materialism, pragmatism, and conformity), which are prominently featured in the Chinese luxury resale market, in a single framework.
Consumer engagement in live-streaming is a pivotal factor that significantly influences the success of this emerging retail format. Hence, this study will provide a more nuanced understanding of how the impact of these values on behavioural intentions is mediated by the various ways in which consumers engage with second-hand luxury live-streaming platforms.