The differences between countries; Türkiye and United States of America based on consumer shopping behavior in live streaming commerce

This Ph.D. study explores cross-country differences in consumer shopping behavior within the context of live streaming commerce, specifically comparing Türkiye and the United States. It examines how contextual and environmental stimuli—such as streamer attractiveness, information quality, and para-social interaction—affect viewers' emotional (arousal) and cognitive (cognitive assimilation) states, and in turn, their shopping behavior. Using a quantitative, cross-sectional research design, data were collected from 1.212 participants (603 from Türkiye, 609 from the USA) through an online survey distributed via Qualtrics. Participants first viewed an AI-generated simulation of a live stream, available in Turkish and English. The analysis, conducted using SPSS v26.0 and SmartPLS 4.0, applied Partial Least Squares-Structural Equation Modeling (PLS-SEM) to assess measurement reliability and validity, and to test relationships between constructs. Findings reveal that para-social interaction, streamer attractiveness, and information quality significantly influence arousal and cognitive assimilation. Para-social interaction has the strongest effect on arousal, while information quality most strongly impacts cognitive assimilation. Arousal and cognitive assimilation were found to significantly affect hedonic consumption, impulsive buying, and social sharing. Arousal had a stronger impact on consumer behavior than cognitive assimilation, underscoring the importance of emotional engagement in live stream settings. A multi-group analysis showed significant differences between consumers living in Türkiye and in the USA: the effect of arousal on social sharing was stronger in Türkiye, while cognitive assimilation had a greater influence in the USA. Some relationships, however, did not differ across countries. The study contributes to both theory and practice by identifying key psychological drivers of shopping behavior in live streaming commerce and highlighting country based specific consumer responses. The insights offer guidance for businesses aiming to tailor their marketing strategies across diverse international markets.