What makes viewers loyal toward streamers? A relationship building perspective and the gender difference

透视图(图形) 广告 心理学 社会心理学 业务 计算机科学 人工智能
作者
LI Ying-xia,Norazlyn Kamal Basha,Siew Imm Ng,Qiaoling Lin
出处
期刊:Asia Pacific Journal of Marketing and Logistics [Emerald Publishing Limited]
卷期号:36 (10): 2324-2353 被引量:5
标识
DOI:10.1108/apjml-10-2023-1015
摘要

Purpose Cultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different interpersonal relationship factors lead to repurchase intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined. Design/methodology/approach A self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used to test the research hypotheses. Findings The results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment. In addition, all interpersonal relationship factors (swift guanxi, calculative commitment, and affective commitment) significantly affect repurchase intentions, with only affective commitment being linked to WOM intention. Also, the moderating role of gender was confirmed in expertise – swift guanxi, attractiveness – swift guanxi, cognitive commitment – repurchase intention and affective commitment – repurchase intention linkages. Originality/value This paper contributes to the live streaming commerce literature by integrating swift guanxi, calculative commitment, and affective commitment to understand the repurchase intention and WOM intention from the relationship-building process perspective. In addition, this paper enriches the source credibility and source attractiveness models by identifying gender boundaries on the effectiveness of these models in predicting swift guanxi.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
芝儿完成签到 ,获得积分10
1秒前
1秒前
gaoxiaogao完成签到,获得积分10
1秒前
在水一方应助Rae采纳,获得10
2秒前
耍酷的翠曼完成签到,获得积分10
3秒前
司徒乌完成签到,获得积分10
3秒前
thisky完成签到,获得积分10
4秒前
lilian发布了新的文献求助10
4秒前
DyLan完成签到,获得积分0
4秒前
共享精神应助明明明采纳,获得10
5秒前
渴望者完成签到,获得积分20
5秒前
5秒前
默然的歌完成签到 ,获得积分10
5秒前
星星完成签到,获得积分10
5秒前
David完成签到 ,获得积分10
5秒前
Evan123完成签到,获得积分10
6秒前
空格TNT完成签到 ,获得积分10
7秒前
JIE发布了新的文献求助10
8秒前
小彭完成签到,获得积分10
9秒前
9秒前
Akim应助超帅含烟采纳,获得10
9秒前
Oo。完成签到,获得积分10
9秒前
10秒前
香蕉觅云应助joy采纳,获得10
10秒前
Shark完成签到,获得积分10
10秒前
刻苦小丸子完成签到,获得积分10
10秒前
左丘冬寒完成签到,获得积分10
10秒前
于晓雅完成签到,获得积分10
11秒前
12秒前
Hou完成签到,获得积分10
13秒前
ding应助cm采纳,获得10
13秒前
763完成签到 ,获得积分10
14秒前
娴娴子完成签到,获得积分10
15秒前
AKYDXS完成签到,获得积分10
15秒前
神秘面筋男完成签到,获得积分10
15秒前
大王具足虫完成签到,获得积分0
15秒前
JIE完成签到,获得积分10
16秒前
祥小哥发布了新的文献求助10
16秒前
17秒前
科目三应助hdbys采纳,获得10
18秒前
高分求助中
A new approach to the extrapolation of accelerated life test data 1000
Cognitive Neuroscience: The Biology of the Mind 1000
Technical Brochure TB 814: LPIT applications in HV gas insulated switchgear 1000
Immigrant Incorporation in East Asian Democracies 600
Nucleophilic substitution in azasydnone-modified dinitroanisoles 500
不知道标题是什么 500
A Preliminary Study on Correlation Between Independent Components of Facial Thermal Images and Subjective Assessment of Chronic Stress 500
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 3968603
求助须知:如何正确求助?哪些是违规求助? 3513420
关于积分的说明 11168029
捐赠科研通 3248900
什么是DOI,文献DOI怎么找? 1794540
邀请新用户注册赠送积分活动 875187
科研通“疑难数据库(出版商)”最低求助积分说明 804676