Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi

Guo, Lei; Hu, Xiayu; Lu, Jinxuan; Ma, Liang

doi:10.1108/intr-02-2020-0078

Cited by 127 publications

(104 citation statements)

References 87 publications

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“…Customer engagement in a live business environment is mainly manifested in real-time interaction among users, streamers through the barrage. erefore, this article intends to treat customer engagement in a live business environment as a behavior, including transactional and nontransactional behaviors [39], which means that customer engagement can be a transactional behavior of purchasing a product or it can be a behavior of sharing shopping experience, participating in live interaction, and reviewing products [40].…”

Section: Customer Engagementmentioning

confidence: 99%

“…Scholars have conducted empirical research on the influencing factors of customer participation behavior in the e-commerce and social business environment from different perspectives, showing that customer participation is a combination of internal and external factors. Inner driving factors mainly refer to the internal characteristics of customers, including cognition [5,41], motivation [8,39], trust [39,42], values [43], emotion [5,41], self-efficacy [18], and flow experience [44]; external driving factors are mainly composed of technical features and environmental factors, including perceived control [44], perceived value [6,42], relational establishment [37], technical characteristics [45], social support and community identification [46], relational bonds [1], and social interaction [44]. It can be known from the literature that scholars have begun to pay attention to customer engagement behavior in the live streaming commerce environment, confirming the influence of relationship bonding and emotional commitment [1], consumption motivation [7], and trust [42] on customer participation.…”

Section: Customer Engagementmentioning

confidence: 99%

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The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment

Cao

Wang

et al. 2022

Security and Communication Networks

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Live streaming commerce, which has led to the emergence of new forms of social commerce called live streaming, has already improved the performance of many social commerce streamers. Live streaming commerce is an emerging business model that has blended the functions of e-commerce and live webcasting. The total sales volume will increase when the streamers and the customers communicate in the real-time interaction platform. In live streaming commerce, customer engagement behavior has been beneficial for realizing the value of live streaming commerce, which scholars have studied and valued. However, internal and external factors often affect customer engagement behavior, and most of the existing research focuses on only one aspect. This article will analyze internal and external influencing factors (internal influencing factors are based on self-efficacy theory, and external influencing factors are based on value-based adoption models) and their interactions to get a broad conclusion. To understand customer engagement behavior in the live streaming commerce with comprehensive research, the article constructs a customer engagement model in the live streaming commerce environment and uses structural equations for empirical testing. In applying self-efficacy theory, it is committed to distinguishing the functional logic between general self-efficacy and special self-efficacy and understanding the mechanism of special self-efficacy, namely, the influence mechanism of live streaming self-efficacy on perceived value and customer engagement in specific situations. The research results show that general self-efficacy positively influences perceived usefulness, perceived entertainment, and live streaming commerce self-efficacy, while perceived usefulness, perceived entertainment, and live streaming commerce self-efficacy positively affect perceived value, live streaming commerce self-efficacy, and self-efficacy. Perceived value has a positive and significant impact on customer engagement behavior. This research explains the influencing factors and mechanism of customer engagement in the live streaming commerce environment from the internal and external perspectives, enriches the theoretical research on customer engagement, and provides practical guidance for customer engagement behavior in the live streaming commerce environment.

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Section: Customer Engagementmentioning

confidence: 99%

Section: Customer Engagementmentioning

confidence: 99%

The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment

Cao

Wang

et al. 2022

Security and Communication Networks

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“…Real-time experience in live chat rooms has replaced text-based human-computer contact since the introduction of live broadcasting. Customers can determine whether or not to buy a product based on the information offered by sellers and member comments, thus it is critical to establish trust ( 33 ). Trust is formed when consumers perceive more benefits than risks when using livestream shopping, which can be influenced by the four components of livestream shopping (i.e., perceived susceptibility, perceived severity, perceived benefits, and perceived barriers) ( 34 ).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Pang

Meng

Fang

et al. 2021

Front. Public Health

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During the COVID-19 pandemic, livestream shopping has provided consumers with a way to maintain social distancing while offering an alternative to offline shopping. This study aims to understand the impact of COVID-19 and other public health crises on the behavioral intentions of consumers using livestream shopping technology. A theoretical model was designed that combines the health belief model, trust theory, and the theory of planned behavior. Empirical data were collected from 358 residents in China and then analyzed using structural equation modeling. The results showed that perceived susceptibility, perceived severity, perceived benefits, and perceived obstacles had a significant impact on consumer trust. Consumer trust in turn had a direct impact on behavioral intention and an indirect impact on behavioral intention via attitude. These research results have practical implications for livestream shopping merchants, platform decision-makers, and service designers.

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“…CE is influenced by AB, in line with [6], [46]. Meanwhile, is not influenced by AP, contradicts [6] [39] [40].…”

Section: Discussionmentioning

confidence: 99%

Effect of Relational Bonds on Consumer Engagement Via Affective Commitment on E-Commerce Live Stream Shopping in Indonesia

Parahyta¹,

Sobari²

2022

Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)

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Lately, Live streaming is one of the entertainment activities that can enhance consumers' shopping experience. As many as 29% of internet users often watch the live streaming from influencers on social media, and 80% of them tend to buy the products offered. Ranked first globally, 88.1% of internet users in Indonesia use e-commerce services, with e-commerce transaction volume reaching IDR 266 trillion in 2020. However, not much research has been done on live streaming shopping, especially on Indonesian e-commerce. Based on the stimulus-organismreaction framework, this study examines the effect of relational bonds on consumer engagement via affective commitment in live stream shopping e-commerce Indonesia. Using 266 valid online survey responses, researchers used AMOS software to evaluate measurement & structural models. The study results found that social bonds indirectly affect consumer engagement through an affective commitment to broadcasters. Meanwhile, financial & structural bonds only affect affective commitment to the platform but do not affect consumer engagement. This study provides insight for e-commerce operators in Indonesia to increase consumer engagement by developing social bonds in live streaming shopping.

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Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi

Cited by 127 publications

References 87 publications

The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment

The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment

Social Distancing, Health Concerns, and Digitally Empowered Consumption Behavior Under COVID-19: A Study on Livestream Shopping Technology

Effect of Relational Bonds on Consumer Engagement Via Affective Commitment on E-Commerce Live Stream Shopping in Indonesia

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