Enhancing consumer engagement in e-commerce live streaming via relational bonds

Abstract

PurposeEnhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus–organism–response model and theories from relationship marketing, the authors develop and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement.Design/methodology/approachUsing 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model and the structural model.FindingsThe results empirically demonstrate that social and structural bonds positively affect consumer engagement directly and indirectly via affective commitment, while financial bonds have only an indirect effect via affective commitment on consumer engagement.Practical implicationsThe findings provide useful insights for e-commerce operators, who should invest in establishing relational bonds and stimulating affective commitment to improve consumer engagement.Originality/valueThis study adds to e-commerce research by being one of the first empirical studies on e-commerce live streaming, extends the marketing literature by integrating different relational bonds as antecedents of consumer engagement from the relational perspective, and enriches the affective commitment literature by distinguishing commitment to the online marketplace from commitment to the broadcaster.

Determinants of investor satisfaction with e‐commerce platforms and traded products in student housing development in Ghana

“…Previous studies on student housing has largely concentrated on end‐user satisfaction with building facilities (eg, Ameyaw et al, 2016; Sanni‐Anibire & Hassanain, 2016; Mcbride, 2017; Khajehzadeh & Vale, 2016). Also, not much studies on e‐commerce have focused on satisfaction with platform and product delivery from investors' perspective (See Belwal et al, 2020; Gupta et al, 2020; Hirata, 2019; Hu & Chaudhry, 2020; Tam et al, 2020). As previously indicated developers of e‐commerce platforms and products could use the findings of this study to increase investors satisfaction and enhance revenue base of both the e‐commerce developers and student housing investors.…”

“…Due to cyber issues, security of platform has been a pertinent subject in e‐commerce platform usage and customer satisfaction (Belwal et al, 2020; Gupta et al, 2020; Hu & Chaudhry, 2020; Tam et al, 2020). Also, suggestions have been made about the need for more security related studies to flag‐out the emergence of different fraud mechanisms (Shareef et al, 2011; Smith et al, 2011; Gupta et al, 2020).…”

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

“…Consumers' decision [5], [19] N N N N N [7], [11], [13], [14], [15], [18], [21], [28] Y N N N Y [8], [9], [6], [16], [10], [34], [35] Y N N N N [42], [45], [46], [47] Y N N N N [20], [39], [40], [48] Y…”

“…Enhancing consumer interactions with online influencers during live-streaming is crucial to building strong relationships and increasing brand loyalty during live sales in online platforms [14]. Numerous studies have explored how live sales hosted by online influencers affect consumer behavior.…”

Research on the Decision-Making Mechanism of Live Commerce Supply Chain Based on Three-Party Evolutionary Game

“…Social media influencers let more users participate in livestreaming active decision-making, to improve users' satisfaction [3][4][5]. Users can motivate influencers by gift-giving to improve their enthusiasm for livestreaming [6][7][8]. Influencers can improve the number of users by optimizing livestreaming e-commerce and enhancing their social influence [5,9].…”