斯威夫特
关系
客户参与度
业务
透视图(图形)
直播流媒体
独创性
价值(数学)
营销
社会化媒体
中国
计算机科学
定性研究
社会学
万维网
人工智能
程序设计语言
法学
机器学习
社会科学
计算机网络
政治学
作者
Lei Guo,Xiayu Hu,Jinxuan Lu,Liang Ma
出处
期刊:Internet Research
[Emerald (MCB UP)]
日期:2021-04-05
卷期号:31 (5): 1718-1744
被引量:121
标识
DOI:10.1108/intr-02-2020-0078
摘要
Purpose Live streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi. Design/methodology/approach The authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling. Findings The authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement. Originality/value First, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.
科研通智能强力驱动
Strongly Powered by AbleSci AI